Explaining the Digital Health Marketing Model in Gaining the Support of Health Donors from Non-Profit Organizations

 By using digital health marketing, non-profit organizations, as the custodians of communicating between benefactors and those in need, can direct their marketing activities in a direction that will reach more supporters and benefactors and explore the good intentions of benevolent compatriots to help those in need. Build Therefore; the main goal of this research is to present the digital health marketing model in obtaining the support of donors from non-profit institutions.

 This study was conducted using a qualitative method of the grounded theory type. For this purpose, experts related to health marketing were used, including professors of marketing ethics, all experts of Akram, Mohsenin and people's partnerships of a non-profit organization and the sampling method was snowball and targeted until saturation was reached. Data analysis was done using the method of Strauss & Corbin (1998). Validation of the research findings was expressed with the four criteria of Guba & Lincoln (1985), which were measured and confirmed through the tests of acceptability, transferability, reliability and verifiability.

Ethical Considerations: 

The participants in this research were aware of the topic and the method of conducting the research and their presence was informed, free and voluntary.

 Based on this, by conducting interviews with some experts, 67 concepts directly or indirectly related to digital health marketing in obtaining donor support have been identified in 18 main categories, based on the data base paradigm model, in the form of six causal dimensions or the development of digital technologies (compatibility, ease of use, usefulness), central phenomenon or support (informational support, emotional support, social support), strategies or trust building (trust in institutions, trust in digital technologies, trust leading to donation), background factors (knowledge, resources, education), intervention or demographic characteristics (age, gender, education) and outcomes or trust building (opportunity, desire, performance) were structured.

 Digital health marketing is the missing link in attracting donors and sponsors. By using digital health marketing, non-profit organizations can direct their marketing activities in the direction of reaching more people and supporters. The set of advantages of digital technologies for donating is effective and causes the desire to use digital health marketing tools and tactics in obtaining the support of donors.