Penggunaan Strategi Pemasaran Digital dalam Layanan Kesehatan di saat Pandemi COVID-19: Literature Review

Use of Digital Marketing Strategies in Health Services during the COVID-19 Pandemic: Literature Review

  • Raden Vasthu Broto Ariyo Kajian Administrasi Rumah Sakit, Fakultas Kesehatan Masyarakat Universitas Indonesia
  • Anhari Achadi Departemen Administrasi dan Kebijakan Kesehatan, Fakultas Kesehatan Masyarakat Universitas Indonesia
DOI: https://doi.org/10.56338/mppki.v5i7.2304
Keywords: Pemasaran Digital, Strategi, Pelayanan Kesehatan, COVID-19

Abstract

Latar Belakang: Pandemi COVID-19 berdampak bagi rumah sakit untuk mempercepat reformasi layanan kesehatan yang dibutuhkan. Perubahan yang cepat dan berani perlu dibuat untuk mengatasi dampak langsung dari pandemi, yaitu dengan memanfaatkan teknologi informasi sebagai strategi pemasaran di Rumah Sakit, yaitu Pemasaran Digital.

Tujuan: Studi ini bertujuan untuk menilai manfaat strategi pemasaran digital bagi di rumah sakit selama pandemi COVID-19.

Metode: Kajian ini adalah Literature Review menggunakan database elektronik, yaitu Springerlink, Pubmed, dan Scopus. Pencarian artikel tersebut memakai kata kunci, yaitu Digital Marketing; Strategy; Healthcare; COVID-19. Didapatkan 74 artikel, kemudian dilakukan skrining kembali sesuai dengan dengan kriteria inklusi dan eksklusi serta menghapus artikel yang duplikasi pada akhirnya didapatkan 6 artikel yang ditinjau.

Hasil: Penggunaan media sosial media dapat memunculkan respons emosional dan memancing keterlibatan pemirsa melalui sejumlah strategi pemberian informasi. Konten tentang promosi tidak diminati oleh para pelanggan.

Kesimpulan: Di saat pandemi, penggunaan pemasaran digital memberikan manfaat yang signifikan terhadap rumah sakit karena efektif untuk menghasilkan lebih banyak interaksi dengan pelanggan.

References

Yan A, Zou Y, Mirchandani DA. How hospitals in mainland China responded to the outbreak of COVID-19 using information technology-enabled services: An analysis of hospital news webpages. J Am Med Informatics Assoc. 2020 Jul;27(7):991–9.

Grozdanova A, Sterjev Z, Ribarska JT. The Role of Branding in The Healthcare System With Special Review to Healthcare Institutions. Knowl Int J. 2020 Aug;

da Silva RGL, Chammas R, Novaes HMD. Rethinking approaches of science, technology, and innovation in healthcare during the COVID-19 pandemic: the challenge of translating knowledge infrastructures to public needs. Vol. 19, Health Research Policy and Systems. BioMed Central Ltd; 2021. p. 1–9.

Secundo G, Riad Shams SM, Nucci F. Digital technologies and collective intelligence for healthcare ecosystem: Optimizing Internet of Things adoption for pandemic management. J Bus Res. 2021 Jul;131:563–72.

Patil V, Anuj Kumar. A Viewpoint on Digital Marketing and Usage of Social Media Tools during COVID-19 Pandemic. 2021;25(2).

Woolley J, Donnell C, Worthington S. Making impressions count: An evaluation of the quality of information provided by orthodontic practices in London in response to the COVID-19 pandemic. 2020 Nov;6(11).

Sanjaya R, Tarigan J. Creative Digital Marketing. 2009.

Solomon M. The Adaptation of Health Care Marketing to The Digital Era. 2017;

Kotler P, Armstrong G. Marketing: An Introduction. 13th ed. 2019.

American Hospital Association. A Hospital leadership Guide to Digital and Social Media Engagement. 2015.

Cholil SM. Aplikasi Technology Acceptance Model pada Sistem Informasi Manajemen Rumah Sakit. J Bisnis dan Manaj (Journal Bus Manag. 2017;17(1):81–102.

Rapitasari D. Digital marketing Berbasis Aplikasi Sebagai Strategi Meningkatkan Kepuasaan Pelanggan. J Cakrawala. 2016;10(2):107–12.

Etheredge HR, Early J, Norval D, Fabian J, Etheredge HR. Influencer marketing by healthcare providers-Ethics and the law. 7.

Taylor EA, Carman KG, Lopez A, Muchow AN, Roshan P, Eibner C. Consumer Decisionmaking in the Health Care Marketplace. 2016.

Octavia G, Sari WP. Bentuk Komunikasi Pemasaran Digital ST22 Consulting. Prologia. 2019 Apr;2(2):339.

Putri KN, Hermawan D. Digital Marketing Strategy of Creative Consultant during COVID-19 Pandemic: a Qualitative Approach. Int J Entrep Bus Creat Econ. 2021 Jan;1(1):39–56.

Renu N. Innovative Healthcare Marketing Strategies during COVID-19. J Mark Manag. 2021;9(2).

Published
2022-07-07
How to Cite
Raden Vasthu Broto Ariyo, & Anhari Achadi. (2022). Penggunaan Strategi Pemasaran Digital dalam Layanan Kesehatan di saat Pandemi COVID-19: Literature Review: Use of Digital Marketing Strategies in Health Services during the COVID-19 Pandemic: Literature Review. Media Publikasi Promosi Kesehatan Indonesia (MPPKI), 5(7), 775-780. https://doi.org/10.56338/mppki.v5i7.2304
Issue
Vol. 5 No. 7: JULY 2022 - Media Publikasi Promosi Kesehatan Indonesia (MPPKI)
Section
Review Article

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