Digital marketing strategy for hospitals in the post Covid-19 pandemic in 2023: A literature review

Astriana Astriana, Wahyu Sulistiadi

Abstract


Background: The healthcare industry is currently facing significant pressure due to the emergence of Covid-19. The Covid-19 pandemic has had adverse effects on the global economy, industries, and organizations, impacting marketing strategies and expenditures. Due to total lockdown in various regions, digital marketing has become crucial as traditional marketing strategies are no longer effective. One way to gain a competitive edge is to develop an effective marketing strategy. The goal is to inform the public about hospitals, provide information about the facilities and services offered, and build a positive image through the trust of the community.

Purpose: To find out the digital marketing strategies in hospitals in the post-Covid-19 pandemic.

Method: This study was conducted descriptively with a literature review approach. The search was carried out on articles published in English and Indonesian from 2014 to 2022 using Google Scholar, with keywords such as "digital marketing, hospitals, and Covid-19 pandemic."

Results: Hospitals need to implement effective digital marketing to promote medical care services, expand business, and ensure patient satisfaction while maintaining quality healthcare services. Social media is a widely used digital marketing platform for healthcare facilities. The use of digital marketing can be applied to promote hospital services and strengthen the brand image of healthcare facilities.

Conclusion: Digital marketing can be implemented through various options, either through applications designed by hospitals personally or through various other methods such as Search Engine Marketing (SEM), Email Marketing, Search Engine Optimization (SEO), social media, display advertising, referral marketing, affiliate marketing, content marketing, online advertising, and viral marketing.


Keywords


Hospital; Marketing Strategy; Post-Covid-19 Pandemic

Full Text:

PDF SIMILARITY

References


Ajer, A. K., & Øvrelid, E. (2023). Integrating Digital Innovation Mechanisms in Digital Infrastructures: The Case of Digital Remote Care. Health Services Insights, 16, 11786329231200704.

Ali Mohamad, T., Bastone, A., Bernhard, F., & Schiavone, F. (2023). How artificial intelligence impacts the competitive position of healthcare organizations. Journal of Organizational Change Management, 36(8), 49-70.

Aljumah, A., Nuseir, M. T., & Alshurideh, M. T. (2021). The impact of social media marketing communications on consumer response during the COVID-19: does the brand equity of a university matter?. In The effect of coronavirus disease (COVID-19) on business intelligence (pp. 367-384). Cham: Springer International Publishing.

Alrianti, A. R., & Iliyas, Y. (2022). Pengaruh Komunikasi Pemasaran dalam Upaya Mendukung Strategi Pemasaran Rumah Sakit: Literatur Review. Media Publikasi Promosi Kesehatan Indonesia (MPPKI), 5(5), 487-493.

Astiti, S. H., & Ilyas, Y. (2021). Implementasi Bauran Komunikasi Pemasaran RS Hermina Karawang di Era Pandemi Covid19. Jurnal Manajemen Kesehatan Yayasan RS. Dr. Soetomo, 7(2), 162-174.

Burhan, L., & Sulistiadi, W. (2022). Optimalisasi Strategi Digital Marketing Bagi Rumah Sakit. Branding: Jurnal Manajemen dan Bisnis, 1(1).

Cham, T. H., Lim, Y. M., Sia, B. C., Cheah, J. H., & Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China tourism research, 17(2), 163-191.

Chandra, A. F., & Nadjib, M. (2023). Digital Marketing in the hospital: A scoping review. Journal of World Science, 2(1), 46-51.

Du Plessis, C. (2022). A scoping review of the effect of content marketing on online consumer behavior. Sage Open, 12(2), 21582440221093042.

Early, J., & Hernandez, A. (2021). Digital disenfranchisement and COVID-19: broadband internet access as a social determinant of health. Health promotion practice, 22(5), 605-610.

Franco, P., Canniford, R., & Phipps, M. (2022). Object-oriented marketing theory. Marketing Theory, 22(3), 401-420.

Habes, M., Alghizzawi, M., Ali, S., SalihAlnaser, A., & Salloum, S. A. (2020). The Relation among Marketing ads, via Digital Media and mitigate (COVID-19) pandemic in Jordan. International Journal of Advanced Science and Technology, 29(7), 12326-12348.

Idelji-Tehrani, S., Dubicka, B., & Graham, R. (2023). The clinical implications of digital technology. Clinical Child Psychology and Psychiatry, 28(1), 338-353.

Julianti, V. S., Sjaaf, A. C., & Sulistiadi, W. (2022). Strategi Implementasi Digital Marketing di Rumah Sakit pada Masa Pandemi COVID-19: Literature Review. Media Publikasi Promosi Kesehatan Indonesia (MPPKI), 5(3), 218-223.

Kelley, L. D., Sheehan, K. B., Dobias, L., Koranda, D. E., & Jugenheimer, D. W. (2022). Advertising media planning: a brand management approach. Taylor & Francis.

Khiong, K. (2022). Impact and Challenges of Digital Marketing in Healthcare Industries during Digital Era and Covid-19 Pandemic. Journal of Industrial Engineering & Management Research, 3(5), 112-118.

Nugroho, M. R. A. (2023). Strategi pemasaran rumah sakit untuk meningkatkan pendapatan dan kualitas layanan kesehatan. Jurnal Sosial, Ekonomi, Bisnis dan Informatika, 1(2), 8-11.

Ozcelik, A. B., Varnali, K., & Burnaz, S. (2021). A holistic framework for patient experience: 5P model. International Journal of Pharmaceutical and Healthcare Marketing, 15(4), 516-533.

Pratiwi, P., Ilyas, J., & Sulistiadi, W. (2023). Analysis of Control and Evaluation of Digital Marketing in the Hospital. Journal of Business and Management Studies, 5(1), 104-109.

Sembiluh, D., & Sulistiadi, W. (2022). Analisis Implementasi Pemasaran Digital di Rumah Sakit pada Pandemi Covid-19: Literatur Review. Media Publikasi Promosi Kesehatan Indonesia (MPPKI), 5(3), 224-232.

Sreejesh, S., Sarkar, J. G., & Sarkar, A. (2021). Digital healthcare retail: role of presence in creating patients' experience. International Journal of Retail & Distribution Management, 50(1), 36-54.

Surandari, N., & Adisasmito, W. (2023). Strategi Pemasaran di Rumah Sakit Setelah Pandemi Covid-19: Systematic Review. Innovative: Journal Of Social Science Research, 3(4), 907-921.

Tiwari, C. K., Pal, A., & Khandelwal, T. (2022). Pandemics and Their Business Impacts: A Global Perspective. Cardiometry, (25), 764-772.

Wachdaniyah, A. R., Wijaya, S., & Fasya, A. H. Z. (2020). Literature Review Implementasi Integrated Marketing Communication (IMC) Dalam Menunjang Pemasaran Rumah Sakit. In National Conference for Ummah (Vol. 1, No. 1). Universitas Nahdlatul Ulama Surabaya.




DOI: https://doi.org/10.33024/minh.v6i8.13330

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Malahayati International Journal of Nursing and Health Science

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Weblink Journal move to Journal Website
https://ejurnal.malahayati.ac.id/index.php/minh/home

Weblink Jurnal berpindah ke Website Jurnal
https://ejurnal.malahayati.ac.id/index.php/minh/home