Abstract
<jats:p>This chapter explores the role of digital marketing strategies in attracting new customers within health services, with a focus on how digital transformation reshapes patient acquisition processes. The purpose is to identify key strategies, determinants, challenges, and practical implications of digital marketing in healthcare contexts. A narrative literature review approach was adopted, synthesizing findings from recent empirical and theoretical studies in digital marketing, healthcare communication, and patient behavior. The results indicate that content marketing, social media engagement, and data-driven personalization significantly enhance trust, patient engagement, and service selection. However, effectiveness is influenced by regulatory constraints, digital health literacy, and concerns related to privacy and information credibility. The chapter concludes that successful customer acquisition in health services requires an integrated approach combining value-driven content, ethical communication, and technological capability to build trust and long-term patient relationships.</jats:p>