Implementasi Bauran Pemasaran Rumah Sakit di Era Pandemi COVID-19: Sebuah Literature Review

Translated title of the contribution: Implementation of Hospital Marketing Mix in COVID-19 Pandemic Era: A Literature Review

Elina Waiman, Anhari Achadi

Research output: Contribution to journalReview articlepeer-review

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 contributionImplementation of Hospital Marketing Mix in COVID-19 Pandemic Era: A Literature Review
Original languageIndonesian
Pages (from-to)475-481
Number of pages7
JournalMPPKI (Media Publikasi Promosi Kesehatan Indonesia): The Indonesian Journal of Health Promotion
Volume5
Issue number5
DOIs
Publication statusPublished - May 2022

Keywords

  • COVID-19 Pandemic
  • Hospital
  • Marketing Mix

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