Barriers to implementation of digital marketing in healthcare centers of Kohgiluyeh and Boyer-Ahmad Province
Social Determinants of Health,
Vol. 12 (2026),
1 January 2026,
Page 1-11
https://doi.org/10.22037/sdh.v12i1.51973
Background: The rapid advancement of digital technologies has made digital marketing a crucial tool for enhancing patient communication, expanding healthcare access, and improving the competitiveness of health institutions. This study aimed to identify and analyze managerial and educational barriers to implementing digital marketing in healthcare centers of Kohgiluyeh and Boyer-Ahmad province and to propose targeted strategies for improvement.
Methods: A mixed-methods design was employed in 2025. In the qualitative phase, semi-structured interviews were conducted with 14 purposively selected managers and staff to explore key implementation challenges. In the quantitative phase, 102 managers and employees were recruited through stratified random sampling. Data were gathered using a researcher-developed questionnaire covering six barrier dimensions—managerial, organizational, human resources, technical, financial, and infrastructural—with specific emphasis on digital skills and training-related factors. Instrument reliability was confirmed with a Cronbach's alpha of 0.87.
Results: Financial barriers ranked highest with a mean score of 4.12, followed by human resource and managerial obstacles. Limited digital literacy, inadequate training in digital marketing tools, and the absence of structured educational programs were identified as significant challenges. Correlation analysis revealed significant positive relationships among barrier dimensions, with the strongest association observed between managerial and human resource factors.
Conclusion: Successful digital marketing implementation in healthcare requires simultaneous attention to financial, managerial, human resource, educational, and infrastructural elements. Strengthening managerial support, investing in digital infrastructure, and developing continuous training programs to enhance staff digital competencies can significantly facilitate the adoption and effective utilization of digital marketing strategies in healthcare organizations.