Digital Marketing pada Pelayanan Kesehatan Rumah Sakit

Digital Marketing in Hospital Health Services

Abstract

Introduction: This research examines the role of digital marketing in improving hospital health services in the digital era. By detailing the basic concepts, strategies, and their influence on patient perceptions, this research focuses on reference sources that guide the implementation of digital marketing to achieve efficiency and effectiveness in health services.

Methods: The literature study method was used to explore relevant reference sources in the context of hospital marketing through digital marketing. Analysis was carried out on the basic concepts of digital marketing, strategies and tactics applied, as well as their impact on patient perceptions.

Results: Implementing digital marketing opens up opportunities for hospitals to reach audiences efficiently and effectively via the Internet, social media, mobile applications and email. A detailed strategy, involving understanding the target audience and using SMART goals, is the key to success. Its impact on patient perception indicates increased trust through clear presentation of information and direct interaction. Although opportunities such as building a brand image and increasing patient satisfaction are visible, it is important to remember that the implementation of digital marketing has limitations, especially related to referral and general services that are less suitable for digital marketing campaigns.

Conclusion: This research concludes that a deep understanding of the concept and implementation of digital marketing allows hospitals to utilize this potential to improve the quality of health services in the digital era. Challenges such as online review management and service consistency can be overcome with a well-thought-out strategy. However, it is important to remember that digital marketing is not a universal solution, especially for referral and general services that do not always fit this approach.