ASSESSING THE IMPACT OF DIGITAL MARKETING TECHNOLOGIES ON IMPROVING PATIENT SATISFACTION AND HEALTHCARE DELIVERY IN UZBEKISTAN: A SWOT ANALYSIS APPROACH

Abstract

This empirical research paper examines the potential impact of digital marketing technologies on healthcare delivery and patient satisfaction in Uzbekistan, using a SWOT analysis approach. Despite the increasing adoption of digital marketing technologies in healthcare globally, their use and impact in Uzbekistan remain underexplored. To address this gap, the study conducted a quantitative survey of healthcare providers and patients to assess digital literacy and technology use, as well as an econometric analysis to identify barriers to implementation. The survey revealed low levels of digital literacy and limited access to digital technologies among healthcare providers and patients in Uzbekistan. The econometric analysis identified digital literacy, access to technology, and financial resources as the primary obstacles to the introduction of digital marketing technologies in the healthcare sector. In addition, the study conducted a SWOT analysis through interviews with healthcare providers, policy makers, and patients to identify strengths, weaknesses, opportunities, and threats of the healthcare sector and digital marketing technologies in Uzbekistan. The analysis revealed that while Uzbekistan has qualified medical professionals, state support, and natural resources for medicine production, it faces challenges such as inadequate financing, infrastructure, and regulation. Overall, the study provides insights into the potential benefits and challenges of digital marketing technologies in healthcare in Uzbekistan. The findings can inform the development of strategies to improve healthcare services through the adoption of digital marketing technologies while overcoming the challenges and risks associated with their implementation.