MANAGEMENT OF DIGITAL MARKETING ACTIVITIES FOR FOODS FOR SPECIAL MEDICAL PURPOSES IN HEALTHCARE SETTINGS
Abstract
The article explores the role and significance of digital marketing tools in the promotion of foods for special medical purposes (FSMC) within the healthcare-oriented market environment. Attention is focused on the specific nature of FSMC consumption, which requires a high level of trust, regulatory compliance, and evidence-based communication. Digital marketing tools are systematized according to several key criteria: target function (informational support, sales stimulation, personalization, and interactivity); communication channels (official websites, online pharmacy platforms, social networks, mobile applications, and email newsletters); the degree of integration of evidence-based content (scientific research results, expert medical consultations, clinical recommendations, and educational materials); and the level of consumer engagement (from passive perception of information to active interaction, feedback, and gamified involvement). Taking into account the dominant role of healthcare institutions and medical professionals in FSMC distribution, the study proposes a structured classification of digital promotion tools into informational and educational, social and communicational, analytical and personalization-oriented, sales promotion, and interactive instruments. Particular emphasis is placed on the ethical and regulatory limitations of promoting FSMC, which shape the choice and application of digital tools. A comparative analysis of digital promotion practices used by online pharmacies in Ukraine is conducted, identifying differences in content depth, interactivity, personalization mechanisms, and transparency of medical information. Based on the results, a digital marketing management model for FSMC is developed. The model integrates strategic planning, content management, analytics, and feedback mechanisms to improve communication efficiency with both consumers and healthcare professionals, ensure compliance with regulatory requirements, and optimize the overall performance of digital marketing activities. To enhance the effectiveness of online FSMC sales, the article substantiates the feasibility of using an integrated set of digital marketing tools within healthcare institutions, selected according to their specific management functions and target audiences, thereby strengthening consumer trust and supporting informed decision-making.
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