Penggunaan Strategi Pemasaran Digital dalam Layanan Kesehatan di saat Pandemi COVID-19: Literature Review

Background: The COVID-19 pandemic has an impact on hospitals to accelerate the needed health care reforms. Fast and bold changes need to be made to overcome the direct impact of the pandemic, namely by utilizing information technology as a marketing strategy in hospitals, namely Digital Marketing. Purpose: This study aims to assess the benefits of digital marketing strategies for hospitals during the COVID-19 pandemic. Method: This study is a Literature Review using electronic databases, namely Springerlink, Pubmed, and Scopus. The search for the article uses keywords, namely Digital Marketing; Strategy; Healthcare; COVID-19. 74 articles were obtained, then re-screened according to the inclusion and exclusion criteria and deleting duplicated articles in the end, 6 art icles were reviewed. Result: The use of social media can elicit an emotional response and provoke audience involvement through a number of information-giving strategies. Content about promotions is not of interest to customers. Conclusion: During a pandemic, the use of digital marketing provides significant benefits to hospitals because it is effective in generat ing more interactions with customers.