The Relationship between Healthcare Digital Marketing Exposure and Health Improvement Practices among Students at a Medical School in Davao: A Mixed Methods Study
Almeda, Karla Jane P. *
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Bacus, Ma. Patricia Nicole D.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Cabantug, Zeny Jean S.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Bahala, Annegelle Sophia C.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Alquino, Ashlie Samantha
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Balag, Michaela.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Ayco, Raven C.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Bansag, Mekyla
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Bacaron, Rose Lieryanne C.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
Trumata, Lemar E.
Davao Doctors College, Inc. - Gen. Malvar Street 8000 Davao City, Philippines.
*Author to whom correspondence should be addressed.
Abstract
Aims: This study explores the relationship between healthcare digital marketing exposure and health improvement practices among Grade 12 students in the Accountancy, Business, and Management (ABM) strand. It also aims to clarify how digital marketing influences their health-related behaviors, providing insights relevant to both educational and healthcare sectors.
Study Design: This was a mixed-methods study utilizing an explanatory sequential design.
Place and Duration of Study: The research was conducted at a medical school in Davao City from August to December 2024.
Methodology: The study involved 66 Grade 12 ABM students who participated in the quantitative phase through a researcher-made survey, selected using total sampling. For the qualitative phase, 15 students were chosen through purposive sampling and participated in semi-structured Focus Group Discussions (FGDs). Quantitative data were analyzed using statistical tools such as mean and Pearson r test, while qualitative data were examined using thematic analysis. Triangulation was applied to compare and validate the findings from both phases.
Results: A significant positive relationship was found between exposure to healthcare digital marketing and the adoption of health improvement practices (p < 0.05). Students reported moderate exposure to healthcare digital marketing (mean = 3.34) and high engagement in health improvement practices (mean = 3.46). Thematic analysis from the FGDs supported these statistical results, with participants stating that exposure to digital healthcare content through platforms such as social media, healthcare websites and blogs, and email marketing influenced their decisions related to diet, exercise, and health product consumption.
Conclusion: The study highlights the relevance of digital marketing in shaping youth health behaviors. Findings suggest that targeted digital health campaigns can effectively influence students' wellness practices. Practically, the study underscores the need for integrating digital health literacy programs in the curriculum to empower students to critically assess online health information and adopt healthier lifestyles.
Keywords: Healthcare digital marketing exposure, health improvement practices, ABM students, mixed-methods, health behavior, digital health exposure