The College of Mass Communication at the University of Baghdad discussed a Master’s thesis titled “Employing Digital Advertising in the Promotion of Medical Services: A Survey Study of Local Companies,” submitted by researcher Tofouf Ahmed Reda.
The examination committee was chaired by Professor Bushra Jameel Ismail, with Assistant Professor Jasim Tarish Ghadhib as supervisor. The committee also included Lecturer Dr. Ali Sadiq Dawood and Professor Arak Ghanem Mohammed as an external member.
The study aimed to examine the effectiveness of employing digital advertising in promoting medical services, identify the communication and persuasive strategies used in this field, and monitor the types of services being marketed.
The findings showed that digital medical advertising in the local environment primarily seeks to build bridges of trust and enhance public understanding of the medical services on offer, in addition to the intensive use of emotional appeals, which played a major role in attracting attention.
The study recommended strengthening integration between communication performance and persuasive performance by combining high-quality medical content with diverse digital media and varied advertising formats in ways that support educational, awareness-raising, and promotional dimensions.
The outcomes of the study align with the Sustainable Development Goals, particularly Goal 4 on quality education.
