Features of promoting a medical institution using comics

Abstract

In the conditions of medical reform and changes in funding, medical institutions are forced to seek new ways to attract attention of patients and their employees, and to effectively promote their services. In the modern digital era, when people receive a large amount of information daily, it is necessary to find tools that will allow you to attract attention to your institution. One such tool is comics. This creative marketing and service promotion tool is aimed at Generation Y and Z. Research conducted in 2019 showed that about half of the respondents (46%) aged 18 to 29 (born in 1990-2001) considered themselves fans of the comic culture. These results are particularly interesting because this is the generation that has different expectations from their work and creates new challenges for traditional employer views.

Well-known methods of public relations are aging, they lag behind the pace of societal development, no longer meet the modern demands of life. Many advertisers have realized in time that the thinking of young people is influenced by a myriad of external factors - the Internet, network communications, computer games, mobile data. Because of all this, among young people, an increasingly "iconic" style of thinking is clearly observed. Compared to their older counterparts, representatives of Generation Y and, especially, Z find it difficult to concentrate on one thing, face problems verbalizing their thoughts and emotions. More and more scientists are paying attention to the issues of leadership of subordinates who were born after 1997, due to the cultural and psycho-physiological characteristics of the "generation representatives."

In this study, we will consider the features of using comics in medical marketing.