Abstract
Background: COVID-19 pandemic has caused a substantial decrement in patient visits to the hospital. Marketing mix is a tool applied by hospital to achieve targeted patient visits. Objectives: To identify implementation of hospital marketing mix in COVID-19 pandemic era and its impact. Methods: Literature search was carried out from four databases: Garba Rujukan Digital, Research Gate, Google Scholar, and Proquest. Inclusion criteria used was original and free-access articles regarding implementation of hospital marketing mix in COVID-19 pandemic era, using English or Bahasa Indonesia, and published in 2020-2021. Results: Four relevant articles were included in this review. Simultaneous implementation of marketing mix had resulted in improved outpatient visits, intention to repeat visits, and intention to give birth in the hospital. Hospitals which products encouraged implementation of health protocols, differentiation of access for COVID-19 and non-COVID-19 patients, implementation of physical distancing and adequacy of hand washing facilities resulted in improved outpatient visits and intention to repeat visits. There was still room for improvement for the role of digital marketing in the COVID-19 pandemic era. Conclusion: Simultaneous use of marketing mix, especially those emphasizing the implementation of health protocols in the hospital, is beneficial to improve hospital visits in the COVID-19 pandemic era.
Translated title of the contribution | Implementation of Hospital Marketing Mix in COVID-19 Pandemic Era: A Literature Review |
---|---|
Original language | Indonesian |
Pages (from-to) | 475-481 |
Number of pages | 7 |
Journal | MPPKI (Media Publikasi Promosi Kesehatan Indonesia): The Indonesian Journal of Health Promotion |
Volume | 5 |
Issue number | 5 |
DOIs | |
Publication status | Published - May 2022 |
Keywords
- COVID-19 Pandemic
- Hospital
- Marketing Mix