Purpose: To present issues treating digital transformation in the health sector and highlight the marketing dimension of this process. Design/Methodology: The article is a literature review of digital transformation, healthcare, management, marketing and health economics. The analysis was carried out using professional, scientific databases based on the desk research method. The study consists of the following parts: introduction; methodology of the study; issues concerning the process of digital transformation, ; digitisation of the health sector in the context of data security and benefits for stakeholders; practical aspects of implementing digital technologies in health care; generations X and Y-in the process of digitisation of health care in the marketing dimension; limitations of the study; conclusions and practical implications. Findings: The COVID-19 pandemic has significantly accelerated the digitisation of medical services, translating into the rapid development of various e-health platforms and tools. The latest techno-technological solutions for mobile health help in daily patient care and support prevention and preventive health care. The marketing transformation process parallels the digital transformation process in health care. . The availability of digital health tools would not be possible without marketing. Limitations: Limitations of the study were identified that may have affected the overall picture of considerations. First, only articles indexed in selected databases were used: Google Scholar, ResearchGate, Taylor and Francis Online and ScienceDirect. Second, the literature search used a specific combination of words using Boolean operators. Originality/value: The treatment of issues treating the digital transformation of the health sector and its marketing dimension is based on the latest literature on the subject, enriching the existing body of scholarly work on the health and marketing industry.

Wydawnictwo Naukowe Uniwersytetu Szczecińskiego

The article deals with one of the effects of health inequalities and gaps in access to treatments for rare diseases, namely health-driven emigration. The purpose of the paper is to systematize knowledge about the phenomenon of health emigration observed among families affected by rare diseases, for which reimbursed treatment is available, but only in selected countries. The topic proved to be niche; the issue of “health emigration in rare diseases” is an area for exploration. Therefore, the further analysis used text mining and machine learning methods based on a database selected based on keywords related to this issue. The results made it possible to systematize the guesses made by researchers in management and economic fields, to identify the most common keywords and thematic clusters around the perspective of the patient, drug manufacturer and treatment reimbursement decision-maker, and the perspective integrating all the others. Since the topic of health emigration was not directly addressed in the selected sources, the authors attempted to define the related concepts and discussed the importance of this phenomenon in managing the support system in rare diseases. Thus, they indicated directions for further research in this area.