Healing Through the Screen: The Role of Digital Ads in S-Commerce of Healthcare Products

Abstract

The integration of digital advertising into healthcare promotion has emerged as a pivotal strategy for bridging the gap between medical services and consumer needs. This study examines the multifaceted role of digital advertisements in promoting healthcare products and facilitating online consultations, emphasizing their effectiveness in improving accessibility, awareness, and user engagement. (Joshi & Bhatt, 2021) Leveraging advanced digital marketing tools such as AI-driven personalization, programmatic advertising, and real-time analytics, healthcare providers are tailoring ads to address individual needs and preferences (Smith et al., 2020). The research employs a mixed-methods approach, combining quantitative surveys of consumer behaviour with qualitative interviews of industry experts, to investigate the psychological and behavioural responses to healthcare advertisements. Results indicate that personalized ads not only enhance user trust but also promote health literacy by disseminating accurate information about products and services (Jones & Taylor, 2021). Furthermore, integrating online consultation features within advertisements has proven to increase consumer satisfaction by offering immediate professional guidance, effectively reducing the delay between awareness and action (Kim & Lee, 2022).

However, the study also highlights ethical and regulatory challenges, such as the potential for misinformation, data privacy concerns, and the need for compliance with healthcare advertising standards (WHO, 2019). To address these challenges, the paper recommends adopting transparent advertising practices, ensuring adherence to global regulations, and leveraging ethical AI to avoid bias in targeting and messaging. In conclusion, digital ads are not only a vehicle for healthcare product promotion but also a transformative tool for advancing public health awareness and accessibility through online consultations. This paradigm shift underscores the potential for further innovation in merging technology with healthcare delivery systems.