Marketing 4.0 dalam Pelayanan Kesehatan: Tinjauan Literatur terhadap Transformasi Digital dan Strategi Pemasaran: Literature Review

Introduction: The healthcare industry is undergoing a fundamental transition as a result of advances in digital technology, including innovations in digital marketing. Marketing 4.0, which focuses on the use of digital technology and online interactions, is the main driver of change in this business. Objective: In this perspective, this research examines the use of digital marketing in healthcare. Method: This research method uses a literature review by referring to sources in English and Indonesian through databases such as Pubmed, ProQuest, Scopus, and Google Scholar. The inclusion criteria included articles discussing digital marketing in healthcare. Result: The results of the article search involve three relevant studies. These studies reveal the importance of integrating multiple online marketing communications channels, including advertising, public relations, personal selling, sales promotions, direct selling, and digital marketing, to develop effective and efficient healthcare communications strategies. Additionally, research highlights the positive impact of social media marketing on healthcare and brand engagement, as well as efficient digital marketing strategies such as the use of social media, digital search optimization, and online advertising. Conclusion: Marketing 4.0 has changed the marketing landscape in the healthcare industry. Digital marketing has become a crucial tool for interacting with patients, promoting healthcare services, and building strong brands. Digital transformation and integrated marketing strategies are the keys to meeting patient expectations and improving their experience in healthcare.