International Review of Management and

Marketing
ISSN: 2146-4405

available at http: www.econjournals.com

International Review of Management and Marketing, 2024, 14(3), 26-33.

The Role of Digital Marketing in Shaping Students’ Attitudes

towards Health Care Professions

Angelo R. Santos*

College of Management and Business Technology, Nueva Ecija University of Science and Technology, Philippines.
*Email: 15angelosantos@gmail.com

Received: 07 February 2024  DOI: https://doi.org/10.32479/irmm.16131

ABSTRACT
Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively
unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on
students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines.
Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed
a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of
digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted
advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital
marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions,
healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among
potential students and professionals.
Keywords: Digital Marketing, Healthcare Professions, Students’ Attitudes, Workforce Distribution, Philippines
JEL Classifications: M1, M3, I1, I2

1. INTRODUCTION are expected to revolutionize healthcare service delivery and

accessibility. This transformation is part of the broader trend of
The digital revolution has had a profound impact on various digitalization impacting various sectors, including healthcare. The
aspects of society, including marketing and healthcare professions. integration of digital technologies in healthcare services has the
The digital revolution refers to the technological advancements potential to enhance operational efficiency, improve patient care,
that have transformed the way people live and conduct business and increase access to medical services (Crozier, 2021). The digital
(Sharma and Shanmugaboopathi, 2022). In the field of marketing, revolution, particularly within the context of the Fourth Industrial
the digital revolution has led to a shift towards digital platforms as Revolution (Industry 4.0), is driving changes in healthcare systems
a means of reaching audiences on a larger scale than ever before. globally. The adoption of digital platforms and technologies, such
This has allowed marketers to leverage the power of the internet as telehealth and artificial intelligence, is essential for innovating
and social media to connect with consumers and promote their and improving healthcare processes (Mohammed et al., 2022).
products or services (Sharma and Shanmugaboopathi, 2022). These advancements are reshaping the delivery of healthcare
services and have the potential to address challenges within the
The healthcare industry is currently experiencing a significant healthcare industry, such as the need for efficient processes and
transformation due to the digital revolution. Digital platforms resource optimization (Mohammed et al., 2022). Moreover, the

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26 International Review of Management and Marketing | Vol 14 • Issue 3 • 2024

 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

impact of digital platforms on the healthcare market is a subject of collaboration can hinder the development of teamwork and
gaining attention within the academic and research community. communication skills, which are essential for providing high-
Studies have highlighted the potential of digital platforms to quality patient care (Tran et al., 2018).
transform value creation in the healthcare sector (Gleiss et al.,
2021). The utilization of digital platforms in healthcare can create To address these challenges, it is important to raise awareness
new opportunities for innovation, collaboration, and improved among students about the opportunities and advancements in
service delivery (Gleiss et al., 2021). The digital revolution is healthcare that have been made possible by the digital revolution.
significantly influencing the healthcare industry, offering new To address these challenges, it is important to raise awareness
possibilities for enhancing healthcare services and addressing among students about the opportunities and advancements in
existing challenges. The integration of digital platforms and healthcare that have been made possible by the digital revolution.
technologies is crucial for driving innovation, improving patient This can be done through targeted marketing campaigns and
outcomes, and advancing the efficiency of healthcare systems. educational initiatives that highlight the exciting possibilities in
For example, digital platforms can facilitate telemedicine, remote healthcare careers.a To promote healthcare careers among youth,
patient monitoring, and electronic health records, among other a multifaceted approach involving targeted marketing campaigns
applications (Gleiss et al., 2021). These advancements have the and educational initiatives is crucial. Strategies such as science,
potential to improve patient outcomes, increase efficiency, and technology, engineering, and mathematics (STEM) pipeline
reduce healthcare costs. programming have been developed to expose young individuals
to healthcare careers (Brew et al., 2022). Educational tactics
Attracting and retaining students in healthcare professions play a significant role in directing students’ interests towards
is a critical challenge that the field faces. One significant healthcare professions, emphasizing the importance of personal
factor contributing to this issue is the lack of awareness and traits, competencies, and schooling experiences in shaping future
understanding among students regarding the opportunities and healthcare professionals (Althani et al., 2021). Furthermore, the
rewards associated with a career in healthcare. Studies have availability of well-educated and motivated nurses is essential for
shown that the demanding nature of healthcare professions, providing quality healthcare services, highlighting the importance
exacerbated by factors such as the COVID-19 pandemic, can of investing in nursing education and motivation (Sönmez et al.,
lead to burnout among healthcare workers (Apaydin et al., 2021). 2021). In addition to traditional educational methods, leveraging
However, workplaces that provide rewards and align with the social media marketing can play a pivotal role in changing
values of healthcare professionals can act as a buffer against perceptions about healthcare careers. Engaging young adults and
burnout, highlighting the importance of creating supportive work adolescents through social media platforms can create virtual
environments (Apaydin et al., 2021). Moreover, the importance of communities where they interact with peers and healthcare experts,
mentorship and early exposure to the medical school curriculum fostering interest and awareness about healthcare professions
has been emphasized in recruiting and retaining students in (Kumar and Dhyani, 2023). Moreover, initiatives like medical-
healthcare professions (Jenkins et al., 2022; Cornea et al., 2021; student-led programming aim to increase diversity in the healthcare
Wynn et al., 2021). Mentorship has been identified as a crucial workforce by creating pipeline programs for students interested in
factor in retaining students and professionals in the healthcare field pursuing medical careers, particularly focusing on underrepresented
(Wynn et al., 2021). Additionally, early exposure to the medical minorities (Muppala et al., 2021). Furthermore, developing the
school curriculum can help address the anticipated physician leadership competencies of healthcare professionals is crucial for
shortage by 2030 (Cornea et al., 2021). Interprofessional education building an engaged and productive workforce. Investing in both
programs have been recognized as essential in developing soft and hard skills can help cultivate strong healthcare leaders
competency in collaboration among healthcare students (Jung who positively influence health systems and patient outcomes
et al., 2020). Educating students on the value of interprofessional (Koh et al., 2022). Targeted health communication efforts, such
collaboration is crucial as healthcare increasingly becomes a team as public education campaigns, have been found to be more
effort (Jung et al., 2020). Furthermore, addressing the need for effective in reaching specific populations, like LGBT young adults,
diversity in healthcare professions, including faculty positions, and promoting positive health behaviors compared to general
is vital to attract underrepresented minority graduates to pursue messaging (Guillory et al., 2020). A comprehensive approach that
careers in academia (Campbell et al., 2021). The digital revolution combines educational initiatives, targeted marketing campaigns,
has created new and exciting opportunities in healthcare, such as social media engagement, and leadership development is essential
the use of artificial intelligence and data analytics in diagnosis for attracting and retaining individuals in healthcare careers. By
and treatment (Erceg and Zoranovic, 2020). However, these addressing the unique needs and interests of different demographic
advancements may not be widely known or understood by students groups, healthcare organizations can build a diverse and skilled
considering a career in healthcare. workforce to meet the evolving demands of the healthcare industry.
Additionally, incorporating interprofessional education (IPE) into
Another challenge in attracting and retaining students in healthcare healthcare curricula can promote collaboration and teamwork
professions is the lack of collaboration and interaction between among students from different healthcare disciplines (Tran et al.,
different healthcare disciplines during education and training. Most 2018). By providing opportunities for students to work together
healthcare education programs involve a large number of students and learn from each other, IPE can help prepare future healthcare
and take place in isolation from each other, limiting opportunities professionals for the collaborative and interdisciplinary nature of
for interdisciplinary collaboration (Tran et al., 2018). This lack modern healthcare practice.

International Review of Management and Marketing | Vol 14 • Issue 3 • 2024 27

 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

Digital marketing has become an increasingly important tool in marking rubrics, and provide student training and resources (Mabry
influencing students’ attitudes towards healthcare professions and Porter, 2010). The study conducted by Reyna and Meier (2020)
(Tran et al.). However, there is still a significant gap in our collected longitudinal data over a period of 4 years and measured
understanding of how digital marketing shapes these attitudes and student attitudes towards digital media support, technology,
career choices. Several factors contribute to a student’s interest in understanding of assignments, knowledge construction, and digital
and selection of healthcare professions. These factors can range media for learning and career development.
from personal aptitude and passion to societal and economic
factors. For example, intrinsic value, career prospects, labor market In the hotel industry, social media marketing has gained popularity
considerations, work environment, and financial rewards are all as a means of reaching and engaging with customers (Leung et al.,
factors that can influence a student’s decision to pursue a career 2013). conducted a study to explore the marketing effectiveness
in healthcare (Marsintauli et al. 2022, 133-144). Additionally, of social media sites, specifically Facebook and Twitter, in the
parental influence has been found to be a significant factor in the hotel industry. The study integrated the attitude-toward-the-ad
career choice of accounting students (Law 2010, 58-73). model with the concept of attitude-toward-social-media-page
to propose a theoretical model of hotel social media marketing
Interprofessional education (IPE) has also been identified as an effectiveness (Leung et al., 2013). The results of the study indicated
important factor in shaping students’ attitudes towards healthcare that customers’ social media experiences influence their attitudes
professions. Studies have shown that collaboration between toward social media sites, which in turn affect their attitudes
different study programs and clinical placements can enhance toward hotel brands and their intentions to book hotels and spread
students’ understanding of the roles and responsibilities of different electronic word of mouth (Leung et al., 2013).
healthcare professions (Tran et al.). Positive attitudes towards
interprofessional collaboration early in training can influence Digital marketing, particularly through social media platforms,
students’ ability to be effective members of healthcare teams has the potential to shape students’ attitudes towards healthcare
(Wamsley et al. 2012, 28-35). professions. However, further research is needed to fully
understand the extent of this influence and the specific ways in
It is important to note that the influence of digital marketing on which it manifests. The effectiveness of social media promotions
students’ attitudes towards healthcare professions is an area that in the academic world and the hotel industry has been explored,
requires further research. While digital marketing has the potential to providing insights into the theoretical frameworks and models that
shape these attitudes, the specific dynamics and mechanisms through can be used to study the marketing effectiveness of digital media.
which this influence occurs are not yet well understood (Tran et al.).
Understanding the role of digital marketing in shaping these
Digital marketing has emerged as a powerful tool in influencing attitudes could have profound implications for healthcare
consumer behavior and shaping attitudes towards various professionals, educators, and policy-makers. Insights from this
industries, including healthcare professions. Singh and Sharma research could inform marketing strategies aimed at attracting
(2020) emphasize the potential of digital marketing techniques students to healthcare professions and could also influence
such as search engine optimization, social media marketing, education policy and curriculum design. Furthermore, a deeper
and content marketing in influencing students’ perceptions of understanding of how students perceive and respond to digital
healthcare professions. However, the extent of this influence and marketing could contribute to broader debates about the role of
the specific ways in which it manifests in the context of healthcare marketing in society and the ethics of targeting young audiences.
professions require further investigation.
Through this research, we seek to answer the following questions:
While there is a significant body of research on the effectiveness What specific role does digital marketing play in shaping students’
of social media promotions in various industries, including the attitudes towards healthcare professions? Which digital marketing
hotel industry (Leung et al., 2013), there is limited research on strategies are most effective in influencing these attitudes? What
the effectiveness of social media promotions in the academic factors mediate the relationship between digital marketing and
world (Mabry and Porter, 2010). Advertising research has long students’ attitudes towards healthcare professions? This paper
focused on understanding the process through which advertising thus provides an initial exploration into these questions, setting
influences consumer behavior, and several major theories have the stage for future research in this emerging field of inquiry.
been proposed to study advertising effectiveness (Mabry and
Porter, 2010). Therefore, it is important to explore the marketing 2. MATERIALS AND METHODS
effectiveness of social media using advertising theory, such as
the attitude toward the ad model and attitude toward the website This study employed a cross-sectional survey design to investigate
model (Leung et al., 2013). the role of digital marketing in shaping students’ attitudes
towards healthcare professions. Cross-sectional survey design
In the context of undergraduate STEM education, digital media was chosen because it enables researchers to capture a snapshot
and mobile technologies have been utilized as pedagogical devices of the respondents’ perceptions, beliefs, and attitudes at a single
to co-create knowledge and enhance learning experiences. This point in time. The research was primarily quantitative, focusing
approach involves the use of novel theoretical frameworks to on gathering numerical data that could be statistically analyzed
identify training needs, develop assessment weightings and to discern trends and patterns.

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 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

The research was conducted in Nueva Ecija, Philippines, among Table 1: Descriptive statistics for key variables
a sample of 148 students. The students were recruited through a Variable Mean Standard
multi-stage sampling process. Initially, schools offering healthcare deviation
courses were identified. From these schools, classes were randomly Attitude towards healthcare professions 4.1 0.65
selected, and within these classes, students were invited to Exposure to digital marketing 3.7 0.78
participate in the study. The respondents were a diverse group, Perceived influence of digital marketing 3.5 0.82
spanning different years of study, ages, and genders, providing a
robust representation of students in the region. suggests that the students who participated in the survey held
largely positive attitudes towards healthcare professions. The
The primary data collection tool was a self-administered exposure to digital marketing related to healthcare professions was
questionnaire, which was developed based on a comprehensive also examined, showing a mean score of 3.7. This score suggests a
review of the literature and refined through pilot testing. The moderate level of exposure, implying that while digital marketing
questionnaire included questions to gauge the students’ general efforts are noticed by students, there may be room for improvement
attitudes towards healthcare professions, their exposure to different in terms of their reach and impact. The variable of perceived
types of digital marketing related to these professions, and their influence of digital marketing, on the other hand, had a mean of
perceptions of these marketing efforts. The questions used a Likert 3.5. This score suggests that students perceive the influence of
scale format, ranging from 1 (strongly disagree) to 5 (strongly digital marketing on their attitudes towards healthcare professions
agree), allowing for quantitative analysis of the responses.
as moderate. It is noteworthy, given the substantial investments
made into digital marketing initiatives, and raises questions about
The questionnaire was distributed to the students during regular
the effectiveness of current digital marketing strategies.
class hours after obtaining the necessary permissions from the
respective school administrations. Before administering the
To further unravel the associations and relationships between
questionnaire, the researchers explained the purpose of the
the variables, chi-square tests and multiple regression analysis
study to the participants, and assured them of the anonymity and
were conducted. Chi-square tests were utilized to investigate
confidentiality of their responses.
if there was a significant association between the exposure to
digital marketing and students’ attitudes towards healthcare
Upon data collection, responses were coded and entered into a
professions. The results were indeed significant, with χ² (4, n =
statistical software package for analysis. Descriptive statistics were
148) = 10.45, p = 0.033. This suggests that there is a significant
calculated to characterize the sample and the overall responses.
Inferential statistics, including chi-square tests and multiple association between students’ exposure to digital marketing
regression analysis, were performed to identify relationships related to healthcare professions and their attitudes towards
between exposure to digital marketing and attitudes towards these professions. Moreover, a multiple regression analysis was
healthcare professions, and to determine the extent of this conducted to explore whether exposure to digital marketing could
influence, controlling for potential confounding variables such predict students’ attitudes towards healthcare professions when
as age, gender, and year of study. controlling for confounding variables such as age, gender, and
year of study. The regression analysis yielded a significant beta
This approach ensured a systematic, replicable methodology that coefficient, with β = 0.27, p = 0.008, indicating that exposure to
lends credibility to the findings and allows for potential future digital marketing significantly predicted students’ attitudes towards
research to build on this study’s groundwork. healthcare professions, even when demographic variables were
controlled for.
3. RESULTS These results contribute to the current understanding of the role
of digital marketing in influencing students’ attitudes towards
The current study was undertaken with the aim of examining the
healthcare professions. Not only is there a significant association
role of digital marketing in shaping students’ attitudes towards
between exposure to digital marketing and attitudes towards these
healthcare professions, with a sample consisting of 148 students
professions, but exposure to digital marketing also holds predictive
studying various healthcare courses in Nueva Ecija, Philippines.
power over these attitudes, beyond demographic factors. This
comprehensive and thorough analysis of the data highlights the
The collected data were subjected to comprehensive analysis,
critical role of digital marketing in shaping students’ attitudes
employing descriptive statistics to summarize the key variables
towards healthcare professions and provides a robust foundation
initially. Following this, inferential statistical techniques such as chi-
for the subsequent discussion of the results.
square tests and multiple regression analysis were performed to discern
the potential relationships and predictive power of these variables.
4. DISCUSSION
For ease of understanding, a summary of the main findings from
the descriptive statistics is presented in Table 1. The purpose of this study was to explore the role of digital
marketing in shaping students’ attitudes towards healthcare
Table 1 reveals that the average score for attitude towards professions. The results, derived from a sample of 148 students in
healthcare professions was 4.1 on a 5-point Likert scale. This Nueva Ecija, Philippines, suggest a significant association between

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 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

digital marketing exposure and attitudes towards healthcare healthcare professions. For example, knowledge about health
professions. Moreover, the analysis indicates that digital marketing issues like COVID-19 can impact attitudes towards government
holds predictive power over these attitudes, even when controlling measures (Ferdous et al., 2020). Poor knowledge among healthcare
for demographic factors. professionals has been associated with negative attitudes towards
the healthcare profession (Tran, 2023). Societal views influence
The finding that students’ exposure to digital marketing positively perceptions of nursing, sometimes leading to it being seen
correlates with their attitudes towards healthcare professions as subordinate to other professions, affecting autonomy and
aligns with the original hypothesis and the extant literature on decision-making within the field (Blau et al., 2023). Additionally,
the subject. Previous research has proposed that digital marketing motivations for choosing the nursing profession, whether to help
initiatives play an instrumental role in shaping career perceptions others or for financial reasons, can result in different attitudes
and choices among students (Dhima et al., 2012). This study adds towards nursing (Efteli et al., 2023). Regarding digitalization
to the findings that marketing strategies significantly influence in healthcare, healthcare professionals’ attitudes towards digital
attitudes towards various sectors, including healthcare. health record systems can be positively influenced by factors
like computer training, emphasizing the role of education and
The study conducted by Dhima et al. (2012) aimed to evaluate technology familiarity in shaping attitudes (Wubante et al., 2023).
dental students’ perceptions of dental specialties and factors Studies have shown a generally positive perception of health
influencing specialty and career choices. The researchers used professionals towards the digitalization of the health sector,
surveys to collect data from 494 students at the University of indicating an increasing acceptance of digital technologies in
Pennsylvania School of Dental Medicine (Dhima et al., 2012). healthcare (Hossain et al., 2022). While digital marketing plays
The results of the study revealed that enjoyment of providing care a role in shaping attitudes towards healthcare professions, it is
in a specialty or field was identified as the single most important clear that factors such as knowledge levels, societal perceptions,
factor in choosing a specialty career. This finding supports the education, and personal motivations also significantly impact
idea that personal satisfaction and interest play a significant role these attitudes. Understanding these complex interactions is
in career decision-making. essential for addressing attitudes towards healthcare professions
comprehensively and ensuring a holistic approach to healthcare
Furthermore, the study by Dhima et al. (2012) found that debt was communication and promotion.
a statistically significant factor in choosing specialty training or
career, independent of gender, age, or class year. This suggests One possible factor that could influence attitudes towards
that financial considerations also influence students’ career healthcare professions is personal interest in the field. Individuals
choices. The study also found that pursuing postdoctoral general who have a personal interest in healthcare may have more
dentistry training and private practice in general dentistry were positive attitudes towards healthcare professions, regardless of
the most commonly reported plans after completion of dental the influence of digital marketing. This is supported by a study on
school. These findings indicate that students’ career choices are the attitude of pre-service teacher educators towards the teaching
influenced by various factors, including personal preferences, profession, which found a positive significant relationship between
financial considerations, and future prospects. personal values and attitude towards the profession (Devi and
Bakshi, 2022).
In addition to the dental field, research in other areas has also
explored the relationship between career perceptions and parental Societal influences may also play a role in shaping attitudes
support. Ginevra et al. (2015) examined the perceptions of parental towards healthcare professions. Cultural and regional nuances,
support in adolescents’ career development. The study found as well as group membership, were found to influence attitudes
that perceptions of parental autonomy support were negatively towards digital interventions in a study on New Zealand adults
associated with career indecision through the mediating role of (Wilson et al., 2023). Similarly, in a study on tourist guides
self-efficacy beliefs and autonomy. This suggests that parental in Turkey, personal traits were found to have an effect on job
support can have a significant impact on career decision-making attitude and job satisfaction (Pelit and Kabakulak, 2019). These
and self-confidence. The finding that students’ exposure to digital findings suggest that societal factors can impact attitudes towards
marketing positively correlates with their attitudes towards professions in general, including healthcare professions.
healthcare professions is supported by previous research in the
field of dental education and career development. Factors such Previous encounters or experiences with healthcare professionals
as personal enjoyment, financial considerations, and parental may also shape attitudes towards healthcare professions. Positive
support can all influence students’ career perceptions and experiences with healthcare professionals may lead to more
choices. Understanding these factors can help inform strategies positive attitudes, while negative experiences may result in more
for promoting healthcare professions and attracting students to negative attitudes. However, the influence of these experiences
these fields. may be independent of digital marketing efforts.

The impact of digital marketing on attitudes towards healthcare Exposure to other forms of media and information about healthcare
professions is moderate, suggesting that factors beyond digital professions could also influence attitudes. Individuals who have
marketing significantly shape perceptions of healthcare professions access to a wide range of information sources may have more
(Ferdous et al., 2020). Various factors influence attitudes towards varied and complex attitudes towards healthcare professions.

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 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

This is supported by the finding that attitudes towards digital can guide marketing strategies, education policies, and future
interventions were influenced by beliefs about benefits and academic studies in the field.
concerns, knowledge, perceived views of others, and previous
experience and confidence (Wilson et al., 2023). The study faced several limitations that may have influenced
the interpretation of our findings. First and foremost, the
The study revealed a significant association between digital geographical specificity of the study conducted solely in Nueva
marketing exposure and students’ attitudes towards healthcare Ecija, Philippines, poses a limitation to the generalizability of the
professions in Nueva Ecija, Philippines. This concurs with findings. The attitudes of students towards healthcare professions
previous researches suggesting digital marketing’s influential role in different geographical locations or cultural contexts may vary.
in shaping career perceptions (Singh and Sharma, 2020; Jacob & Thus, these results may not be universally applicable.
Johnson, 2021). An intriguing finding was the discrepancy between
the overall positive attitude towards healthcare professions and the The study’s design also served as a limitation. We employed a
moderate perceived influence of digital marketing. This indicates cross-sectional design, which inherently has some drawbacks.
the presence of other influencing factors, potentially including This design assesses exposure and outcome simultaneously,
personal interests, societal influences, and prior experiences with making it challenging to establish a definitive causal relationship
healthcare professionals. These findings can guide stakeholders, between digital marketing exposure and students’ attitudes towards
such as educational institutions and healthcare organizations, healthcare professions. A longitudinal design could provide a
to effectively utilize digital marketing to attract more students clearer picture of this relationship by tracking changes over time.
towards healthcare professions. However, the study’s geographic
specificity and cross-sectional nature present limitations, The sample size of 148 students may not fully represent the
warranting further research with a broader scope and longitudinal diverse student population in Nueva Ecija or in the Philippines,
design (Rajasekar and Aithal, 2022). which could limit the comprehensiveness of the findings. Also,
the study relied on self-reported data, which may be subjected to
This study acknowledges several limitations. Its specific social desirability bias.
geographic focus potentially restricts the findings’ applicability
to other regions or cultures, given possible variations in student Despite these limitations, the study’s findings provide valuable
attitudes (Solem, 2015). Its cross-sectional design, while beneficial insights into the role of digital marketing in shaping students’ attitudes
in some respects, does not facilitate the establishment of a temporal towards healthcare professions. However, future studies should
or causal link between variables, which longitudinal studies could consider these limitations and design their studies to overcome these
provide. challenges, such as conducting the research in multiple geographical
locations, using a longitudinal design, and increasing the sample size.
The existing literature around the influence of digital marketing
on healthcare profession attitudes, especially in rural areas,
5. CONCLUSION AND
is notably sparse (Frost et al., 2010). This necessitates future
longitudinal studies with diverse geographic sampling, along RECOMMENDATIONS
with the development of refined assessment tools. Most existing
studies focus on young to middle-aged adults, highlighting a need This research paper aimed to investigate the role of digital
for research focusing on older adults (Frost et al., 2010). marketing in shaping students’ attitudes towards healthcare
professions in Nueva Ecija, Philippines. The study was successful
In the context of PCOS, research is limited regarding prevalence in uncovering a meaningful correlation between students’ exposure
based on geographical location and race/ethnicity (Wolf et al., to digital marketing initiatives and their positive attitudes towards
2018). Previous studies were often restricted by small sample sizes, healthcare professions, despite the moderate perceived influence
limited to a single facility, and inconsistent in diagnostic criteria of digital marketing.
usage, making current data insufficient for establishing significant
prevalence differences across locations and ethnic groups. Future The findings of this study present critical insights that can contribute
research must aim to rectify these limitations, thereby enriching to the existing knowledge base surrounding healthcare professional
our understanding of PCOS prevalence across diverse populations. shortage and the role of digital marketing. It underscores the
power of digital marketing in steering career perceptions, a notion
Future research should endeavor to build upon these findings by that aligns with previous literature (Singh and Sharma, 2020;
employing more extensive geographical coverage and using a Jacob & Johnson, 2021). Moreover, the results of this study bear
longitudinal study design to examine the evolution of attitudes over real-world implications, suggesting strategic leverage of digital
time. Furthermore, a more detailed examination of the elements of marketing by educational institutions and healthcare organizations
digital marketing that have the most impact could help in creating to alleviate healthcare workforce challenges. However, as the
more effective strategies. study is inherently limited by its geographic specificity and cross-
sectional design, future research should strive to broaden the scope.
This study represents a significant step towards understanding the Longitudinal studies, employing larger, more diverse samples,
role of digital marketing in shaping students’ attitudes towards would provide further insights into the temporal dynamics of the
healthcare professions. The insights gained from this research identified relationship and allow for broader generalizations. This

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 Santos: The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

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Dhima, M., Petropoulos, V., Han, R., Kinnunen, T. (2012), Dental
colleagues, friends, and family who supported and contributed to
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whose work I referenced in this study. Their valuable contributions 562-573.
and groundbreaking research have greatly influenced and shaped Efteli, E., Yaman, A., Kavak, H.O. (2023), Determining the attitudes of
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