Digital Transformation as Part of Hospital Marketing Strategy

Abstract

Introduction: The growth of smartphone users continues to increase, triggering most marketing strategies utilizing various internet and social media platforms. Digital media as a form of marketing communication has been applied by goods production companies, and also in the health services sector, namely hospitals. Digital transformation in the health service sector is implemented through a technology-based approach to improve patient-centered health services. Objective: The purpose of this literature review is to explain digital transformation as part of a marketing strategy. Method: This study uses the literature review method to review references published in English and Indonesian. The literature search used databases, namely Pubmed, ProQuest, Scopus, and Google Scholar. The data used in this research is secondary data, which means it is not from direct observation, but is obtained from the results of research conducted by previous researchers. Result: Hospitals need to carry out digital transformation, such as effective digital marketing, to promote medical care services in expanding business while still providing quality health care services and ensuring patient satisfaction. Social media is a digital marketing platform that is widely used by health facilities. Conclusion: Utilization of digital transformation can be used as part of a marketing strategy to increase the number of patient visits to hospitals.