Popularization of Science

Popularization of Science

Providing a digital marketing model in the field of remote medical and rehabilitation services based on the technology acceptance model

Document Type : Original Article

Authors
Zahra Asadian Bavandpor 1
Zahra Shirazian 2
Tohfeh Ghobadi Lamuki 3
Alireza Pir Hayati 4
1 PhD student of Business Administration, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Department of Management, Malayer Branch, Islamic Azad University, Malayer, Iran
3 Department of management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
4 Assistant Professor of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
10.22034/popsci.2024.427178.1309
Abstract
The purpose of this research was to present a digital marketing model in the field of remote medical and rehabilitation services based on the technology acceptance model. The current research method is based on a qualitative approach to the foundational data method (Strauss and Corbin's systematic model), which was conducted in the field in terms of the fundamental purpose and in terms of data collection. The statistical population of this research includes experts who are familiar with the dimensions and components and criteria of organizational whistleblowing, which includes experts in the field of management and medical sciences, who were selected by purposeful or theoretical sampling (16 people). The qualitative approach of grounded theory was used for open, central and selective coding in data analysis and open coding was done by analyzing the interviews. Based on the identified open codes, the central codes were formed and the theoretical model was developed with the help of selective coding, then the paradigm model was approved by the opinion of experts. The digital marketing model in the field of remote medical and rehabilitation services based on the technology acceptance model, influenced by causal conditions (organizational culture, human resources, educational and attitudinal level) and taking into account extractive strategies (educational, planning, monitoring and evaluation and Digital marketing) which is affected by background conditions (organizational structure, laws and regulations and infrastructure and facilities) and intervening conditions (economic, political, medical/legal and marketing), can lead to positive outcomes.
Keywords
digital marketing
telemedicine
Ministry of Health
technology adoption
Subjects

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