5 Citations (Scopus)

Abstract

The purpose of this study is to determine and examine Internet marketing strategies that can be implemented by medical doctors/practitioners in Malaysia. Despite the increasing importance among many organizations of the Internet as a marketing tool, few studies have been conducted to examine the potential of the Internet as a marketing platform for medical doctors in the Malaysian context. The results reveal that compared to offline advertising, Internet marketing is a better mechanism and an important strategy for medical doctors. In this work, the advantages of using Internet marketing are highlighted, and implications for marketing strategy are demonstrated. We believe that Internet marketing can help Malaysian doctors improve their customer service and performance.

Original languageEnglish
Pages (from-to)13-21
Number of pages9
JournalJournal of Medical Marketing
Volume12
Issue number1
DOIs
Publication statusPublished - Feb 2012

Fingerprint

Malaysia
Marketing
Internet
Doctors
Marketing strategy
Internet marketing
World Wide Web

Keywords

  • Doctors
  • Internet marketing
  • Malaysia
  • Medical marketing
  • Service marketing

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management
  • Medicine (miscellaneous)
  • Pharmacology, Toxicology and Pharmaceutics (miscellaneous)

Cite this

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abstract = "The purpose of this study is to determine and examine Internet marketing strategies that can be implemented by medical doctors/practitioners in Malaysia. Despite the increasing importance among many organizations of the Internet as a marketing tool, few studies have been conducted to examine the potential of the Internet as a marketing platform for medical doctors in the Malaysian context. The results reveal that compared to offline advertising, Internet marketing is a better mechanism and an important strategy for medical doctors. In this work, the advantages of using Internet marketing are highlighted, and implications for marketing strategy are demonstrated. We believe that Internet marketing can help Malaysian doctors improve their customer service and performance.",
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AU - Wan Hussain, Wan Mohd Hirwani

AU - Ab Rahman, Mohd Nizam

AU - Mujani, Wan Kamal

AU - Zainol, Zinatul Ashiqin

AU - Yaakub, Noor Inayah

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