Strategi Implementasi Digital Marketing di Rumah Sakit pada Masa Pandemi COVID-19: Literature Review
Digital Marketing Implementation Strategy in Hospitals During the COVID-19 Pandemic: Literature Review
Abstract
Pendahuluan: Pandemi COVID-19 yang terjadi berdampak pada perkembangan teknologi informasi dan komunikasi yang semakit pesat. Peranan internet dan media online dapat menjadi strategi baru rumah sakit untuk melakukan pemasaran secara digital. Hal ini membuat interaksi dengan konsumen rumah sakit menjadi lebih mudah dan cepat, dengan biaya yang relatif lebih murah.
Tujuan: Kajian literatur ini adalah untuk mengetahui bagaimana strategi implementasi digital marketing di rumah sakit. Metode: Penulisan ini dilakukan secara literature review dari database ProQuest, SpringerLink, dan Science Direct. Artikel diskrining sesuai dengan kriteria inklusi dan eksklusi. Sebanyak 6 artikel disaring dari 6.220 artikel dan kemudian dilakukan kajian literatur.
Hasil: Rumah sakit perlu mengetahui dampak perubahan perilaku konsumen akibat COVID-19, melakukan integrasi teknologi digital dalam pelayanan kesehatan berdasarkan Healthcare 4.0, dan prinsip penerapan digital marketing berupa contactless services dan Integrated Marketing Communication. Penerapan digital marketing di rumah sakit dapat diterapkan melalui media massa, sosial media, platform digital/ online, serta aplikasi.
Kesimpulan: Diperlukan langkah-langkah strategi implementasi digital marketing di rumah sakit yang tetap mengutamakan konsep 4P dan konsep 4C.
References
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