Improving Digital Marketing for Attracting the Target Customer Segments

The thesis focused on improving existing digital marketing practices for better attracting target customers for a small healthcare company. This need arose due to the company’s wish to attract more customers and explore how digitalization can benefit the company and the customers. The thesis was conducted using the applied research approach, via qualitative data collection methods, such interviews, document analysis, observations and benchmarking. The current state analysis investigated the company’s existing digital marketing practices, especially focusing on its website. The results of the current state analysis guided the literature and best practices search. Both the input from the current state analysis and existing knowledge helped the proposal building in the next step. The proposal was developed in four steps. First, by focusing on creating/updating the website content. Second, by improving/re-designing the appearance of the website. Third, by introducing the web-analytics tools. Forth, by considering a wider utilization of other marketing types/channels. As the outcome, the thesis recommended the steps for the case company how to attract more customers by improving its web-site, as well as recommended considering other marketing practices that are used on the internet. These include digital channels such as search engines, email, websites, social media, etc., which would help to connect with current and prospective customers. The key message for the case company was to create marketing that will be targeted at the right audience, within the right place, at the correct time, which is especially relevant for a small, new healthcare service provider with limited resources. Digital marketing allows such a healthcare provider to target specific populations, easier to communicate with them, and thus create a more personalized experience