SOCIAL MARKETING COMMUNICATIONS FOR CONSUMER GROUPS WITH DISABILITIES

The article indicates that social health-related communications can have significant and measurable effects on consumer cognitions, emotions, and behaviors. Marketing communication in the health sector is the communication of the products or services produced by health organizations to the potential users and convincing them about the benefits to be provided. Although the use of the concept of health services and promotion is controversial, promotional activities in health services are different from promotion activities in other sectors. Many messages have their intended effects; other messages are discounted or even counterproductive. The specific effects often depend on message content and/or execution in combination with consumer characteristics.The aim of this article is to reveal the importance of promotion activities in health care and their different aspects from other sectors. In this context, the international organizations on health marketing were researched. As a result, the aim of promotion in health services is not to direct the patient unnecessarily to consumption but to inform patients, to convince them about benefits of the services, and to facilitate their service delivery by increasing their participation in the service process. If communication tools are used correctly in health care, they help effective promotion of the company and build trusting relationships with it.