Investigating Firm-Generated Content's Influence on Digital Marketing Effectiveness in Private Hospitals—A Jordanian Perspective

The significance of digital platforms in the context of organizations, especially those operating within the healthcare industry, is of paramount importance, given the ever-evolving nature of the digital marketing landscape. This research is dedicated to investigating the domain of private hospitals in Jordan, with a specific emphasis on highlighting the substantial impact of digital platforms in enhancing their outreach and engagement efforts. The study meticulously explores the role of Firm-Generated Content (FGC) as a key determinant influencing the effectiveness of digital platforms utilized by hospitals. Drawing upon an extensive dataset collected from multiple private hospitals in Jordan, this study employs a rigorous analytical methodology to scrutinize the effects of FGC on various dimensions of digital platform performance. Comprehensive qualitative analyses are employed to delve into the implementation of FGC techniques and their relationship with critical performance metrics, including online visibility, user engagement, potential customer trust, reach, and impressions. The results of this study offer valuable insights into the intricate interplay between content development, digital platform effectiveness, and consumer perception within the specific context of private hospitals in Jordan. By analyzing effective FGC strategies, this research provides significant takeaways for hospital administrators and digital marketers, while also contributing to a broader understanding of effective digital communication strategies within the healthcare sector. This study serves as a foundational reference for healthcare practitioners, digital advertisers, and researchers seeking to enhance digital platforms for private hospitals in Jordan, with potential applicability to similar settings worldwide. In today's digital age, the importance of well-crafted Firm-Generated Content cannot be overstated, as it plays a pivotal role in augmenting the digital presence and efficacy of private healthcare organizations.