Corresponding Author: Alexandra Francesca Chandra
Email: [email protected]
INTRODUCTION
Digital marketing uses digital technology to build
deeper relationships with markets, and promote products and services using
online database channels to reach markets (consumers) personally and cost-effectively
with integrated, targeted, and scalable communications (Lindawati et al.,
2020). Digital marketing has become more and more diverse
over time; most people use several types of digital marketing in their daily
lives, including Search Engine Marketing (SEM), Email Marketing, Search Engine
Optimization (SEO), social media, Display, Advertising, Marketing Referral,
Affiliate Marketing, Content Marketing, online advertising, and viral marketing
(Salmiah et al., 2020). Digital media for marketing communications can be
applied by companies engaged in producing goods and companies in the health
sector (Burhan &
Sulistiadi, 2022). With the development of information and
communication technology, the presence of the Internet on a technological tool
called a smartphone is now familiar and not rarely heard of because almost
everyone now has a smartphone that can facilitate communication with other
people quickly without having to meet face to face. With a smartphone, people
can easily access the Internet on their cell phones without having to carry a
large and heavy laptop.
The increasing growth of smartphone users triggers
most marketing strategies that use various online platforms and social media.
Digital marketing is business, advertising, or brand awareness, which uses
digital media to reach consumers or customers online in a timely, personal, and
relevant manner (Adam et al., 2022). Digital marketing facilitates the delivery of
information through writing (text), images, and videos. Digital media marketing
communications can be adopted by all companies that produce goods and companies
in the service sector, such as hospitals. Digital marketing uses digital
technology to create deeper relationships with markets by promoting products
and services using online database channels to reach markets (consumers) online
through integrated, targeted, and measurable personalized and cost-effective
communications (Wibowo, 2014).
In the development of information and communication
technology that is used via the Internet, seeing the significant impact of
smartphone applications that currently have multifaceted effects (Nabilah, 2022). Marketing through digital media with the hope that
the products or services offered by the company will reach customers and
consumers quickly and effectively. Marketing communication through digital
media or digital marketing is an effort to inform and promote a brand through
digital media, which can reach consumers and customers in a timely, personal,
and relevant manner (Endri & Prasetyo,
2021). By communicating with digital marketing. Companies,
it is easier to share and provide new information or news (press releases), but
also news (text), photos and news (Purbohastuti, 2017). Marketing communications through digital media are
carried out not only by commercial offices engaged in producing goods but also
by companies that carry out service functions, one of which is a service
engaged in the health sector, namely hospitals.
Definition of hospital According to (Hanumtyas, 2017), a hospital is an integral part of a social and
health organization whose mission is to provide comprehensive, curative
(treatment) and preventive (prevention) services to the community. The hospital
is also a training centre for health professionals and a centre for medical
research (Rikomah, 2017). Therefore, the hospital must also be easily
accessible to the community. In today's modern and digital era, the location
and address of the hospital must be easily accessible via media such as mobile
phones or websites, and social media must be optimized. Getting more benefits
from hospital services requires the right distribution strategy to distribute
goods or services to consumers, in this case, usually patients. Hospital
marketing has grown exponentially and has become important for any healthcare
facility that wishes to implement its services by focusing on patient needs and
wants. The digital era requires hospitals to play an active role in information
technology and communicate with consumers.
It is assumed that with the help of digital marketing,
hospitals will be more familiar with smart users than with conventional
marketing. Health or hospital marketing aims to research and understand
potential patients' needs and wants so they can meet those needs at the highest
level (Zebua, 2018). The Internet, email and social media are cheaper
than direct marketing and create opportunities to market services to virtual
customers, breaking distance and making consumers aware of the services offered
at any time and in a different place. The exponential growth of digital
information has led to the emergence of more efficient, transparent, faster,
cheaper and better healthcare (Sembiluh &
Sulistiadi, 2022). Another important advantage is the targeting
capability of electronic media, which has led medical facility marketing
managers to use it as a promotional tool in developing marketing strategies.
The existence of important trends following the conditions of the COVID-19
pandemic is considered timely to launch a digital marketing strategy for future
survival following the effectiveness of digital marketing. Digital marketing,
by managing information and facts, allows an organization to increase its
visibility and is considered more stable in the long term. The perception of
digital marketing is generally more positive.�
This study was conducted descriptively with a literature review approach.
METHOD
This study was
conducted descriptively with a literature review approach. So, this research
looks at several articles and compares each article with several parts that are
considered the core of the article. Research begins with research and searches
for article publications following the research topic. The electronic platforms
that underlie the search for scientific publications are Open Knowledge Maps
and Google Scholar. Searches are carried out by entering keywords such as
"digital marketing", "digital marketing in hospital",
"marketing", "digital", "systematic review", and
so on. Similar keywords are used to find English scientific articles containing
copies of the same word. A total of 1112 articles or journals were found on
Open Knowledge Maps and 231 articles or journals on Google Scholar. The article
or journal is then classified according to the following criteria: 1. Full
access to the magazine; 2. The year of publication of the article is no later
than 2013 or 10 years after the end of this research; 3. The article describes
the discussion following the topic of a systematic review conducted by the
researcher. After filtering with this criterion, 668 articles remained. Next,
the duplicates from all platforms were removed from this study, leaving 324
articles.
Further screening
based on the type of study resulted in 81 articles. Then, another selection was
based on their eligibility, leaving 42 articles. Final screening by the
researchers resulted in 4 articles being selected for further analysis.
RESULTS AND DISCUSSION
Finally, four articles were selected for review from several
articles that have gone through the screening process. Some of the articles
are:
1)
The first
research is conducted (Prasetyo & Sulistiadi, 2019) with the title "Designing marketing plans for hospitals in
the digital era". This research uses a descriptive qualitative method. The
results of this study are the acquisition of some data related to digital
marketing activities that have been carried out, challenges in digital
marketing, and the preparation of digital marketing development plans in dental
hospitals.
2)
The second
research is conducted (Rony & Panuju, 2018) with the title "Digital media hospital: online-based
marketing communication applications". This study uses a qualitative
method with in-depth interviews, assessment, and documentation techniques
focusing on data discovery. The study results show that in addition to using
RSPHC CARE RS PHC Surabaya as an online registration medium, it is also a
marketing medium.
3)
The third
research is conducted by (Sembiluh & Sulistiadi, 2022) with the title "Implementation of digital marketing in
hospitals during the COVID-19 pandemic: a literature review". This study
used a descriptive qualitative method with a literature review. The results of
this study indicate that digital marketing in hospitals during this pandemic is
a marketing strategy that has many benefits, namely attracting new patients,
expanding the business, increasing customer trust, and strengthening loyalty.
4)
The fourth
research is conducted (Burhan & Sulistiadi, 2022) with the title "Optimizing digital marketing strategies for
hospitals". This study uses a descriptive qualitative method with a
literature review by formulating theoretical contributions and regular
decomposition of the data obtained. The results of this study indicate that
digital marketing media has a significant influence on promotional activities,
expanding business while prioritizing quality services.
Table 1. Previous Research
|
Researcher
and Research Year
|
Title
|
Method
|
Results
|
|
Andreas
Aryo Risky Prasetyo, Wachyu Sulistiadi, 2019
|
Designing a
marketing plan for hospitals in the digital era
|
Descriptive
qualitative
|
This study
obtained some data related to digital marketing activities that have been
carried out, challenges in digital marketing, and the preparation of digital
marketing development plans in dental hospitals.
|
|
Noor Firmansyah
Rony, Redi Panuju. 2018
|
Digital
media hospital: an online-based marketing communication application
|
Qualitative
(in-depth interview, assessment, and documentation techniques that focus on
data discovery)
|
The study
results show that besides using RSPHC CARE as an online registration medium,
PHC Surabaya Hospital is also a marketing medium.
|
|
Dhini Sari
Sembiluh, Wahyu Sulistiadi. 2022
|
Implementation
of digital marketing in hospitals during the COVID-19 pandemic: literature review
|
Descriptive
qualitative with literature review
|
The results
of this study indicate that digital marketing in hospitals during this
pandemic is a marketing strategy that has many benefits, namely attracting
new patients, expanding the business, increasing customer trust, and
strengthening loyalty.
|
|
Leni
Burhan, Wachyu Sulistiadi. 2022
|
Optimization
of digital marketing strategies for hospitals
|
Qualitative
descriptive (literature review by formulating theoretical contributions and
regular breakdown of the data obtained).
|
Digital
marketing media has a significant influence on promotional activities,
expanding business while still prioritizing quality services.
|
Based on the table above, the research by (Rony & Panuju, 2018) is in line with the research conducted by (Nuryadi et al., 2022) and (Burhan & Sulistiadi, 2022), which state that digital marketing at hospitals can provide
positive benefits. Meanwhile, research (Prasetyo & Sulistiadi, 2019) stated that digital marketing has certain challenges.
Concluded that digital marketing in hospitals during this pandemic
is a marketing strategy with many benefits, namely the ability to attract new
patients, expand the business, increase customer or patient trust, empower
customers as patients with loyalty, raise awareness and encourage patients to
use hospital services and promote them to their relatives and families (Sembiluh & Sulistiadi, 2022). The choice of digital marketing method or channel depends on
what goals or objectives the hospital needs to achieve. After determining
digital marketing objectives, the hospital decides on the choice of digital
media methods or channels to be used, then determines the goals, objectives,
and achievable goals for each selected media analyzes the situation and
audience/market share, determines the budget, and determines the goals to be
achieved. Appropriate, achievable goals and objectives for each selected media.
In addition, its implementation requires determining who will implement the
selected marketing strategy and monitoring and evaluating each digital
marketing strategy implemented so that the hospital can achieve its goals or
objectives effectively and efficiently.
Stated that marketing communication through the digital media
application RSPHC CARE RS PHC Surabaya was going well (Rony & Panuju, 2018). However, some things are necessary to further attention. It
should be the development of application features still in the development stage
that needs to be fixed immediately and updating of knowledge articles and
minimal advertisements once a day or once a week so that the information
displayed seems manageable. Meanwhile, the research (Prasetyo & Sulistiadi, 2019) says that there is a need for innovation in the design of a
digital marketing plan for dental hospitals adapted from a marketing master
plan framework (Pi�eiro-Otero &
Mart�nez-Rol�n, 2016). The updated model includes situational analysis (mission
definition, SWOT analysis, marketing budget, media definition, message category
and company online reputation and target market measurement); analysis of
objectives (relationships, space, options, scientific knowledge and technical skills,
service efficiency and security); strategic planning (media selection, core
business, strategy, and tactics); operations and control (time, resources, monitoring,
and evaluation). Innovation emphasizes technology components, including
hardware, software, information, human software, and organization. The digital
marketing model can be started by changing the organizational structure, which
specifically facilitates the digital marketing unit by providing human
resources of structure and reliability, adequate hardware and network supply,
integration of data and applications between websites, websites, social media,
and digital marketing.
A study states that digital marketing can be applied to marketing
hospital service products, which will increase the number of patients based on
positive patient reviews received through the selected platform (Burhan & Sulistiadi, 2022). In addition, digital marketing can improve the image of health
facilities and make it easier for patients to find the location of the proposed
hospital. Digital marketing can be done in various ways, either through
programs specifically designed by hospitals or through other means, 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. Social
media platforms such as Facebook, Twitter, Instagram, and YouTube provide many
ways for hospitals to connect with patients. Healthcare organizations must keep
up with current marketing and advertising trends to build an overall brand
image. Around the world. With continuous monitoring and control and a
commitment to quality improvement, hospitals can effectively use digital
marketing for marketing beyond education.
CONCLUSION
The results of this study indicate that
some information related to the implementation of digital marketing has
challenges. Therefore, there is a need for innovation in the implementation of
digital marketing. In addition, the use of hospital applications can be used in
online registration media and marketing media. During a pandemic, hospitals
need a marketing strategy that has many benefits, namely attracting new
patients, expanding the business, increasing customer trust, and strengthening
loyalty. Therefore, digital marketing media significantly impacts sales
promotion, business expansion, and service quality.
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