The Role of Personalized Marketing and Service Quality in Enhancing Patient Engagement in Health Care

This study explores the impact of personalized marketing, digital innovation, and service quality on patient engagement and satisfaction in health care, focused on Generation Z patients in urban hospitals expecting tailored experiences, smooth digital interactions and high-quality services shaping their healthcare behavior. The purpose of this study is to examine how personalized marketing strategies such as targeted health campaigns, tailored communication and customized patient interactions along with digital innovation and service quality, influence patient engagement and satisfaction. Data was collected through surveys and in-depth interviews involving a total sample of 400 Generation Z health-care consumers, selected using stratified random sampling techniques. The findings indicate that personalized marketing, supported by digital innovation and high service quality, significantly enhances both patient engagement and satisfaction. Generation Z respondents reported feeling more valued, understood, and supported by their healthcare providers. The study concludes that personalized marketing strategies, empowered by digital tools and service excellence, are essential for healthcare providers aiming to build trust, improve patient retention, and meet the expectations of younger healthcare consumers. These findings highlight the importance of integrating digital marketing innovation and service to address the evolving needs of Generation Z patients in today’s digital healthcare landscape.