Efektivitas Media Sosial dalam Pemasaran Digital Rumah Sakit: Literature Review

Abstract

The development of technology is currently developing rapidly. This also has an impact on the health sector. Every hospital is required to be able to make innovations, especially in marketing in the digital era. Social media is a powerful instrument in the current millennial era and since 2021 there are 4.66 billion internet users in the world or 59.5% of the population and social media users totaling 4.20 billion or 53.6% of the population. According to We Are Social, it states that the use of social media in Southeast Asia is ranked 6th and is 69% of internet users per country, indicating that internet user data in Indonesia since 2021 is 202.6 million people or 73.3% of the total population. Indonesia's population is 274.9 million people. The purpose is to review the effectiveness of social media in digital marketing in hospitals. The method uses a literature review approach from the "Scopus", "Pubmed" and "Google Scholar" databases with English keywords using the keywords "Social Media Effectiveness", 'Digital Marketing", and "Hospital" and in Indonesian using " Social Media Effectiveness”, 'Digital Marketing” and “Hospital” conducted in 2019-2023. The database search results obtained a total of 1235 articles through predetermined search terms, which consisted of Scopus = 632, Pubmed = 103, Scholar = 500. From these articles were filtered into 7 articles that met the inclusion criteria. The most used platforms are Instagram, Facebook, Twitter, Whatsapp and Snapchat.Social media is a digital marketing and promotional media that is currently quite effective in reaching patients globally.