Dijital Kanallar ve Sağlık Hizmetlerinde Hile

Abstract

There are significant improvements in healthcare industry. The most prominent of thesedevelopments is the fact that many health services have started to digitalize, access to theseservices has become easier by using digital channels. While health care institutions try to offertheir services through these channels, organizations that sell health-related products andpharmacies can also handle their e-commerce activities through digital channels. Especially inhospitals and clinics providing health services, fraudulent activities in this area can be among thenegative situations encountered. Here, fraud situations may arise due to hospital management,healthcare providers or patients. With the transfer of healthcare services to digital channels,contact points with patients have also diversified. While marketing activities based on theprinciple of creating value for customers are included in all service processes in healthinstitutions, it reinforces this function with different marketing channels and strategies. However,unfortunately, cases of fraud experienced in traditional channels in health services are alsoencountered in digital channels and marketing activities. This study tried to draw attention to theconcepts of fraud experienced in digital channels in healthcare services.