Efektivitas Pemasaran melalui Media Sosial dalam Meningkatkan Kunjungan Pasien di Rumah Sakit: Literature Review

Introduction: The COVID-19 virus outbreak has been decreasing outpatient and inpatient hospital visits and resulted in a decrease in hospital occupancy rates. This phenomenon makes it difficult for hospitals to cover hospital operating costs. The right strategy to restore the hospital condition needs to be done. One of them is by encouraging creative promotion tools with social media. During the pandemic, social media is increasingly in demand and becomes a tool for the society to find information about health. Social media is very effective in promoting many things because it is easy to operate, free, and has a large market share. To health care facilities, especially hospitals, the presence of social media expands the reach of the organization, supports patient requests in making appointments for visits, and enhances the image and reputation of the hospital. Purpose: This study aims to examine the effectiveness of marketing through social media in increasing the number of patient visits to the hospital during the COVID-19 pandemic, namely 2019 – 2022. Method: This systematic study uses the PRISMA method to examine articles published from 2019 to 2022 through the Google Scholar and PubMed search databases. Sources of research articles were obtained using the keywords "social media account" combined with "hospital" and "patient visit". Results: A total of 7 articles were selected for systematic review. Evidence is classified and reported based on two categories, which are the type of platform and its effectiveness in increasing patient visits. The most platform often being used is Facebook, followed by Instagram and Twitter. While the most important benefit is increasing brand awareness and influencing interest in patient visits. Conclusion: Social media allows patients to contribute knowledge, personal experiences, and feedback about hospital operations. Patient satisfaction will spread to their colleagues and this effect cannot be achieved through advertising.