Hospital Digital Marketing: Challenges and Adaptations in Facing Competition in Indonesia
DOI:
https://doi.org/10.59141/jiss.v5i12.1546Keywords:
Digital Marketing, Healthcare Sector, Indonesian HospitalsAbstract
The global healthcare industry is undergoing a significant transformation driven by technological advancements and evolving patient expectations. This study aims to analyze the challenges and adaptations of digital marketing strategies in Indonesian hospitals, emphasizing the transformative impact of digital platforms like YouTube and Instagram on patient engagement and healthcare service delivery. Using a qualitative case study approach, data were collected through interviews with hospital stakeholders, document analysis, and observations of digital practices. The findings highlight that effective digital marketing strategies improve hospital visibility and patient relationships, while challenges such as fragmented health data, inadequate infrastructure, and insufficient regulations hinder progress. The study concludes that addressing these challenges through targeted investments and comprehensive legal frameworks can significantly enhance the global competitiveness of Indonesian hospitals. These insights offer practical implications for adopting ethical and sustainable digital marketing practices in the healthcare sector.
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Benedict Sulaiman, Ni Putu Diah Utami Darmayanti, Iva Nur Faridah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
