THE DIGITAL MARKETING AS A MARKETING COMMUNICATION TOOL FOR SUSTAINABLE PROMOTION OF PAID SERVICES OF HEALTHCARE INSTITUTIONS IN LATVIA

The article highlights the importance of digital marketing in consumer behaviour choosing paid health services. The promotion of health care and paid services is complicated, dependent on several ethical, legal etc. factors. Digital marketing enables healthcare specialists to demonstrate their competence to potential patients, expand their professional domain, and improve the image of the healthcare industry. But we must not forget about sustainability - ensuring a healthy life and promoting well-being for all society. The aim of the study is to identify digital marketing tools that positively influence consumer choices in the purchase process of paid health services. To achieve the goal, the following research methods were used - monographic, secondary data analysis and quantitative research (survey) methods. The consumption of digital tool changes depending on level of education – higher educated respondents use more tools than lower educated respondents. Irrespective of gender, income and education, respondents aged between 18 and 27 are more affected by digital tools than other age groups. In contrast, respondents aged over 65 are practically unaffected by digital tools, except some cases at a certain level of education and income or depending on gender. The article deals with UN Sustainable Development Goals, especially SDGs 3 (Good health and well-being). The results of the study have both theoretical and practical significance.