Digital marketing strategy for laboratories marketplace

A. Safanta, M. R. Shihab, N. F.A. Budi, F. F. Hastiadi, I. Budi

Research output: Contribution to journalConference articlepeer-review

3 Citations (Scopus)


The rapid development of Information Technology (IT) in Indonesia influences the trend towards the establishment of IT-based startups. Pesanlab is an example of such start-up that offers a healthcare diagnostic platform connecting laboratories to consumers. As a vast growing organization, Pesanlab requires a set of strategies to assist in attaining organizational goals and predetermined targets. The purpose of this research is to formulate a digital marketing strategy, more specifically one that is suited for digital start-up organizations. The SOSTAC framework, complemented with additional relevant theories, such as SWOT analysis, SMART Objectives, RACE planning objectives was employed as a robust framework in terms of formulating a digital marketing strategy. This research formulated 3 targets, 9 strategies and 32 tactics.

Original languageEnglish
Article number12078
JournalJournal of Physics: Conference Series
Issue number1
Publication statusPublished - 16 Apr 2019
EventInternational Conference on Information System, Computer Science and Engineering 2018, ICONISCSE 2018 - Palembang, Indonesia
Duration: 26 Nov 201827 Nov 2018


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