EMPIRICAL RESEARCH ON EXPLORING THE IMPACT AND EFFECTIVENESS OF INSTAGRAM DRIVEN CONTENT MARKETING STRATEGIES IN RAJASTHAN'S HEALTHCARE INDUSTRY

Pallavi Mathur; Tanushri Mukherjee; Neha Bhagat; Rohan Shivendra Singh; Dr Yogesh Keskar; Nisha Singh

doi:10.29121/shodhkosh.v7.i1s.2026.7051

Authors

Pallavi Mathur Research Scholar, Amity School of Communication, ASCO, Amity University Rajasthan, India
Dr. Tanushri Mukherjee Associate Professor, Amity School of Communication, Amity University Rajasthan, India
Dr. Neha Bhagat Assistant Professor, Maharaja Agrasen Institute of Management Studies, India
Rohan Shivendra Singh Research Scholar, Amity School of Communication, Amity University Rajasthan, India
Dr. Yogesh Keskar Associate Professor, Amity School of Architecture and Planning, Amity University Rajasthan, India
Dr. Nisha Singh Associate Professor, Maharaja Agrasen Institute of Management Studies, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i1s.2026.7051

Keywords:

Brand Perception, Digital Healthcare Marketing, Health-Care Decisions, Instagram Marketing Strategies, Patient-Oriented Communication, Patient Engagement, Patient Trust, Rajasthan Healthcare Industry, Social Media

Abstract [English]

The present fast-paced digital transformation has significantly impacted on marketing strategies, amongst all sectors, including the healthcare industry. The Instagram platform, with its unique features such as visual appeal, engagement capabilities, and large user base, has developed as a significant and effective medium for content marketing among all other social media platforms. The research aims to examine the impact and effectiveness of Instagram-based content marketing strategies in the healthcare industry of Rajasthan. The primary focus of the Research is on studying the impact of this digital strategy on patient engagement, brand perception, and healthcare decision-making. The research centered on studying the responses of 200 participants, which included patients, healthcare practitioners, and social media users of Rajasthan. The study examines the influence of various types of Instagram content, including live sessions, expert Q&A, patient testimonials, and educational posts, on public understanding and trust about the various aspects of healthcare services. The findings exhibit that rigorously developed and engaging Instagram marketing strategies increase patient trust, healthcare accessibility, and reinforce industry image, thus strengthening enhanced engagement and informed healthcare decisions. The study offers valuable insights in the field of digital healthcare marketing by giving empirical insights into the effectiveness of social media, especially Instagram based content marketing strategies in the direction of imparting patient-oriented communication.

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