THE RELEVANCE OF THE STUDY OF ADVERTISING AND INFORMATION TECHNOLOGIES IN MEDICINE AND SOCIAL WORK

Abstract

The article highlights the relevance of studying advertising and information technologies in the
fields of medicine and social work as an integral part of the professional activity of a modern specialist.
It is shown that the rapid development of digital platforms, social networks and interactive technologies is changing traditional approaches to communication with patients and clients of social services.
The use of advertising and information technologies allows not only to increase public awareness of
preventive programs, methods of treatment and rehabilitation, but also to increase the participation
of different segments of the population in activities aimed at preserving health and social integration.
Analyzing modern digital tools, such as targeted information on social networks, personalized
advertising campaigns, medical content marketing and mobile applications for communication with
patients, the authors justify the need to include knowledge of advertising and information technologies
in the training of doctors, prosthetists, physical therapists and social workers. Particular attention is
paid to the analysis of successful cases of using information campaigns in the field of health care and
social protection, which significantly influenced the level of trust in institutions, increased compliance
with treatment and increased awareness of the population about the possibilities of rehabilitation and
social services.
The results of the study emphasize that the study of advertising and information technologies is an
important prerequisite for improving the quality of medical and social services, improving communication between specialists and the population, as well as the effective implementation of preventive, treatment and rehabilitation programs in the information society.