Strategi Implementasi Digital Marketing di Rumah Sakit pada Masa Pandemi COVID-19: Literature Review

Introduction: The COVID-19 pandemic that occurred had an impact on the rapidly growing development of information and communication technology. The role of the internet and online media can be a new strategy for hospitals to do digital marketing. This makes interaction with hospital consumers easier and faster, with relatively lower costs. Objective: This literature review is to find out how to implement digital marketing strategies in hospitals. Methods: This writing was carried out by means of a literature review of the ProQuest, SpringerLink, and Science Direct databases. Articles were screened according to the inclusion and exclusion criteria. A total of 6 articles were screened from 6,220 articles and then carried out a literature review. Results: Hospitals need to know the impact of changes in consumer behavior due to COVID-19, integrate digital technology in health services based on Healthcare 4.0, and apply digital marketing principles in the form of contactless services and Integrated Marketing Communication. The application of digital marketing in hospitals can be applied through mass media, social media, digital/online platforms, and applications. Conclusion: Strategic steps for implementing digital marketing in hospitals are needed that still prioritize the 4P concept and the 4C concept.