Research Information System
IMVHSC 9th Internatıonal Medıcal, Veterınary And Health Scıences Congress February 7-9, 2025, Ardahan/Türkiye., Ardahan, Turkey, 7 - 09 February 2025, vol.1, no.1, pp.452-453, (Summary Text)
Abstract
Telemedicine,
which has found a sufficient area of use especially in developed countries,
is the remote provision of health services by eliminating the distance barrier through
information technologies. The management of this system and the process of
treating everyone equally and ensuring equal access to health services in order
to eliminate inequalities in health are seen as an important value in patient
management. In order to be superior to its competitors in the field of health
and to become more effective in the market, an effective position is achieved
in the market with the qualifications and strategies developed. In this
position, marketing analytics is performed using data to collect deeper patient
insights and optimize targets in the sector. Patient flow optimization is
performed to establish high patient safety and care standards by shortening
patient waiting times and ensuring smooth transitions between departments using
larger, more complex data sets obtained from data sources.
This
study aims to reveal the potential of marketing analytics and big data usage to
create competitive advantage by optimizing patient flow in the management of
telemedicine services and ensuring equal access in health. The survey form
created for this purpose was applied via Google form for a period of one month
in November 2024 and the necessary data of 410 people was reached. The sample
of the study was reached to patients over the age of 18 who benefit from health
services in Istanbul. In this study, where a five-point Likert type was used, a
two-part survey form consisting of scale data and demographic variables was
used. The data obtained with quantitative methods were analyzed with Anova and
t-tests using the SPSS statistical program. As a result of testing the
hypotheses made depending on the model created in line with the field research,
it was concluded that the patient flow would be optimized positively with the
marketing analytics and big data usage technique used in the provision of
telemedicine services and access to health. As a result of the two-way
calculations used in the analysis section of the study, it is stated that the
positive and positive results of the variables indicate that it will be
beneficial to effectively optimize patient flow processes in the innovations to
be made towards patient expectations in the process of improvements to be made
in the health field. This study will make significant contributions to businesses
providing services in the health field in terms of increasing patient
satisfaction. Again, it is recommended that this study investigates the extent
to which differences will occur as a result of the use of artificial
intelligence in the digitalization process.
Keywords: Tele-Medicine
Service, Access to Health, Competition, Marketing Analytics, Big Data, Patient
Flow