ADAPTASI PEMASARAN LAYANAN KESEHATAN DI ERA DIGITAL: LITERATURE REVIEW

Abstract

The aim of this research is to discuss the adaptation of health service marketing in the digital era. This research aims to provide a comprehensive picture of the adaptation of health service marketing in the digital era through a literature review approach. The method used in this research is qualitative research with a literature review or literature study approach. The data used in this research comes from scientific articles, research, and proceedings obtained from scientific journal databases such as Google Scholar, Garuda, Sinta, ScienceDirect, and Emerald. The data analysis technique used is deductive reasoning to provide interpretive meaning to the information obtained. The results of this research show that the presence of social media and digital marketing has a significant impact on marketing health services. Social media is expected to be able to provide effectiveness and efficiency in marketing by facilitating online communication and relationships between parties. A sound digital marketing strategy involves the use of SEO, social media, content, and affiliates, and requires management commitment to address challenges such as patient security and privacy issues. Overall, this research provides a comprehensive picture of the adaptation of healthcare marketing in the digital era and shows that investment in digital marketing can increase profits and easier access to healthcare services.