Nursing Students’ Expectations toward Digital Healthcare Marketing Strategies for Premarital Counseling: A Qualitative Study
DOI:
https://doi.org/10.31674/mjn.2026.v17i04.012Abstract
Background: Premarital counseling (PMC) represents an essential preventive intervention for promoting healthy marital relationships and family functions. However, its utilization among nursing students remains limited. Digital healthcare marketing strategies offer promising opportunities to enhance awareness and engagement. Objectives: This study aimed to examine nursing students’ expectations regarding digital healthcare marketing strategies for PMC promotion. Methods: A qualitative descriptive design was employed with the following Consolidated Criteria for Reporting Qualitative Research (COREQ) guidelines. Twenty nursing students were purposively selected from Mansoura University, Egypt. Semi-structured interviews were conducted via the WhatsApp messaging platform, using systematic thematic analysis procedures for data analysis. Results: Four themes emerged. Students anticipated that both official websites and social media (particularly Facebook) would be used for content delivery. The content type is expected to be concise videos and blog articles that use clear, evidence-based messages and simple language. Students looked forward to daily Arabic-language content with motivational messaging. Teaching methods are expected to include storytelling and practical tips. Nursing students expect digital healthcare marketing for PMC to be culturally responsive, simple, and inspirational. Content anticipated to engage the audience emotionally without compromising its evidence-based nature. Conclusion: Targeted digital campaigns can improve PMC awareness and prepare nursing students as future health educators. Academic institutions are recommended to collaborate with health educators to develop student-centered digital campaigns aligned with students’ media preferences. Community initiatives should be implemented to enhance digital literacy and awareness of online counseling tools, thereby improving access and engagement.
Keywords:
Digital Healthcare Marketing Strategies;, Nursing Students;, Premarital Counseling;, Qualitative researchDownloads
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