Media and Digital Marketing in Bangladesh’s Healthcare Sector: Trends, Challenges, and Opportunities

This study examines the role of media and digital marketing in Bangladesh’s healthcare sector, with a focus on trends, challenges, and opportunities in Dhaka, the country's capital. Despite global attention on digital health communication, limited research addresses its application in urban Bangladeshi contexts. Drawing on qualitative data from 12 in-depth interviews with healthcare marketers, hospital administrators, and media professionals, the study highlights increasing use of social media, SEO, and online campaigns to engage patients. Key challenges include misinformation, low digital literacy, weak regulatory oversight, and financial constraints. However, participants identified opportunities in telemedicine, localized content, and data-driven strategies. By addressing this research gap, the study offers practical insights for healthcare providers, policymakers, and digital marketers. Future research should examine rural healthcare settings, compare public vs. private sector practices, and explore patient perspectives to build a more comprehensive understanding of digital marketing’s role in health communication across Bangladesh.