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GUERRILLA MARKETING IN HEALTHCARE
(Yusuf ÖCEL, 2023) Bilbay, Furkan
Purpose: The main purpose of this study is to examine the applicability of guerrilla marketing in health services through examples. Material and Methods: The method of the research in this study is semiotic analysis, which is one of the qualitative research methods. Within the scope of the research, the relevant images were selected and examined using the keywords "guerrilla marketing in health services", "guerrilla marketing", "guerrilla marketing examples" in Turkish and English. Among these, those related to health services were examined. Findings: As a result of the examinations, guerrilla marketing images shared in health services were collected under three sub-titles. These are examples of guerrilla marketing within the framework of public interest, examples of guerrilla marketing within the framework of brand awareness, and examples of guerrilla marketing within the framework of competitive advantage. Results: It is thought that the use of guerrilla marketing methods in the health services sector will provide an advantage because it provides cost advantage to the institution. The use of creative, imaginative, and influencing guerrilla marketing activities by healthcare institutions will provide a competitive advantage.