PENGARUH SOCIAL MEDIA MARKETING TERHADAP PENINGKATAN KUNJUNGAN DI LAYANAN KESEHATAN
DOI:
https://doi.org/10.58268/eb.v5i1.251Abstrak
Transformasi digital telah mengubah lanskap pemasaran rumah sakit, menjadikan digital marketing sebagai instrumen strategis yang imperatif. Penelitian ini bertujuan untuk menganalisis pengaruh strategi digital marketing, khususnya social media marketing (SMM), terhadap peningkatan kunjungan pasien di rumah sakit melalui tinjauan literatur sistematis terhadap 14 studi empiris terkini (2018-2025). Temuan penelitian mengungkapkan bahwa pengaruh SMM terhadap kunjungan pasien bersifat tidak langsung dan kompleks, dimediasi oleh peningkatan brand awareness, electronic word of mouth (e-WOM), relationship quality, dan patient experience. Konteks pasca-pandemi menjadi katalisator signifikan yang mempercepat adopsi strategi ini. Efektivitas SMM sangat bergantung pada pemilihan platform yang tepat (seperti Instagram dan TikTok), penciptaan konten yang edukatif dan interaktif, serta integrasi yang sinergis dengan marketing mix konvensional (7P) dan kerangka Integrated Marketing Communication (IMC). Namun, keberhasilan strategi ini tetap bertumpu pada kualitas layanan dasar dan memerlukan perhatian terhadap tantangan etika serta evaluasi berkelanjutan. Kesimpulannya, SMM berfungsi sebagai katalis transformasi digital yang membangun aset tidak berwujud (intangible assets) untuk kemudian dikonversi menjadi kunjungan fisik, sehingga secara signifikan berkontribusi pada keberlanjutan rumah sakit di era kompetitif.
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