Healthcare marketing extended in a surprising way, being indispensable to any healthcare unit that wishes to carry out its work by focusing on the needs and desires of patients. In the context of the medical activity taking more and more a commercial direction, the perception of the public about the profession of a physician should be considered, a perception which can be very easily negatively influenced by unethical marketing strategies. The notion of reputation refers to the perception of a group of people over a person or an entity, based on several criteria. These criteria have evolved over time with society and its needs. A company's reputation plays a significant role because it is a key element in determining the success or failure of a company, regardless of the size of the business, be it a small company or a multinational. The first factor from which the building of a reputation starts is the relationship between the company and the client, namely the medical unit and the patient. Online reputation plays a determining role in establishing and maintaining a relationship with current or potential patients. Increasing the number of people who interact directly or indirectly with that company leads to increased brand visibility and an effective digital promotion. The Internet has made it easier for consumers to give a review or to comment on something. Thus, we can see a growing trend of people who rely on such reviews. An increasing number of patients choose to rely on existing assessments of doctors or clinics when it comes to making a decision regarding the choice of a medical service. In fact, more and more patients are looking for a doctor and choosing him "on the internet". The Internet has opened the way for new opportunities in healthcare marketing. Social networks are frequented daily by millions of users worldwide, so digital media is the direction that all companies are taking when planning their marketing strategies.
Keywords: digital media; healthcare marketing; notoriety; social networking.