Penerapan Strategi Digital Marketing pada Pelayanan Kesehatan: Literature Review

Introduction: One of the marketing media that is being widely used in the current era is digital marketing. The need for digital marketing is increasing every year which results in business people and health industry entrepreneurs competing to use digital marketing strategies in health services. With the development of digital marketing, the healthcare industry utilizes it as a digital marketing strategy to help patients schedule and view their treatment history. Objective: The purpose of this literature review is to describe the utilization of digital marketing strategies in healthcare. Method: This study uses a literature review method that reviews references published in English and Indonesian. The literature search used databases namely Pubmed, ProQuest, Scopus, and Google Scholar. The data used in this study is secondary data, which means that it is not from direct observation, but is obtained from the results of research that has been conducted by previous researchers. Result: Digital marketing through the use of social media in health services is effective and has a good impact that can increase the number of patient visits for treatment and make patient satisfaction in health services. Digital marketing can promote medical services to develop business to attract new patients and offer quality health services, which ensures satisfaction and the possibility for them to recommend further health facilities. However, there are several barriers to digital marketing in healthcare including security issues, patient privacy, regulatory issues, and so on. Conclusion: Digital marketing increases patient satisfaction, loyalty and engagement with hospital services. The advantages of digital marketing are boosting sales, saving costs, wide global reach, accurate and targeted, increasing engagement with consumers.