Book Title: Emerging Trends in Commerce and Management
Editor: Dr. Nilesh Anute
ISBN: 978-81-979197-7-0
Chapter: 6
DOI: https://doi.org/10.59646/emc6/255
Authors:
Dr. Joe Cajetan Lopez, Ph.D Guide, Sinhgad Institute of Management (SIOM), Vadagaon (Bk), Pune, Maharashtra, India.
Dr. Archana Raut, Assistant Professor, AISSMS Institute of Management, Pune, Maharashtra, India.
Learning Objectives
Surrogacy advertising is rapidly evolving, driven by advancements in digital technology and changing societal attitudes. The current landscape of surrogacy advertising is transitioning from traditional methods like word-of-mouth and print media to digital and social media platforms. Agencies and clinics are leveraging online tools to reach broader audiences and provide personalized communication strategies. Key trends in surrogacy advertising include the use of digital and social media marketing, where targeted ads on platforms like Facebook and Instagram help agencies connect with potential surrogates and intended parents. Content marketing through blogs, videos, and podcasts offers valuable information and emotional narratives, building trust and engagement. Innovations like Virtual Reality (VR) and Augmented Reality (AR) provide immersive experiences, such as virtual tours of clinics, enhancing the advertising appeal. Data analytics enables agencies to understand their audience better, allowing for personalized and effective advertising strategies. Ethical considerations in surrogacy advertising are paramount. Agencies must ensure transparency, accuracy, and sensitivity in their advertisements, respecting the emotional and physical aspects of surrogacy. Digital platforms play a crucial role in surrogacy advertising, offering extensive reach and engagement opportunities. Websites, and mobile apps provide a wealth of information and support, facilitating communication between all parties involved. Future opportunities in surrogacy advertising include expanding into new markets with culturally tailored strategies and collaborating with healthcare providers for credibility.
References
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- DL Schiedermayer DL, Babies made the American way: ethics and interests of surrogate motherhood, Pharos Fall, (1988)
- Elias S et al. Social policy considerations in noncoital reproduction, JAMA, (1985)
- Milne D, Surrogate contracts ruled to be unenforceable, American Medical News, (1988)