Evaluating the Role of Promotion in Enhancing Healthcare Services: A Review
DOI:
https://doi.org/10.58222/juvokes.v3i2.1185Kata Kunci:
Marketing in Healthcare, Healthcare branding, brand equity, customer satisfaction, patient satisfaction, brand loyalty, patient-provider relationship.Abstrak
This article evaluates the role of promotion in enhancing healthcare services by reviewing the historical context and development of marketing in the healthcare industry, which began in the early 1970s. The primary objective of this article is to understand how promotion and marketing have become vital components in hospital and healthcare management. The method used is a review of various published articles to explore the challenges, opportunities, and the impact of marketing on the emotional relationship between healthcare providers and patients, as well as its influence on customer engagement, trust, and loyalty. The findings of this article indicate that promotion and marketing methods have a positive impact on improving healthcare service quality and achieving a competitive edge, particularly through digital marketing and effective brand equity management.
Referensi
Kumar PN, Jacob A, Thota S. Impact of Healthcare Marketing and Branding on Hospital Services. Int J Res Foundation Hosp Healthc Adm 2014; 2(1):19-24.
TY - JOUR PY - 2014/06/01 SP - 19 EP - 24 T1 - Impact of Healthcare Marketing and Branding on Hospital Services. VL - 2DO - 10.5005/jp-journals-10035-1010 JO - International Journal of Research Foundation of Hospitals & Healthcare Administration-ER.
Fibuch, Eugene, and Arif Ahmed. "Branding health care: important or just marketing?" Physician Leadership Journal, vol. 3, no. 4, July-Aug. 2016, pp. 30+. Gale Academic OneFile, link.gale.com/apps/doc/A459722288/AONE?u=anon~fce5f7b7&sid=googleScholar&xid=3eecd69b.
Purcarea VL. The impact of marketing strategies in healthcare systems. J Med Life. 2019 Apr-Jun;12(2):93-96. doi: 10.25122/jml-2019-1003. PMID: 31406509; PMCID: PMC6685306.
Gapp, R., Merrilees, B. Important factors to consider when using internal branding as a management strategy: A healthcare case study. J Brand Manag 14, 162–176 (2006). https://doi.org/10.1057/palgrave.bm.2550058.
Pasaribu SB, Novitasari D, Goestjahjanti FS and Hendratono T (2022). The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic. Front. Public Health 10:969523. doi: 10.3389/fpubh.2022.969523
Raniah Alsahafi, Ahmed Alzahrani, Rashid Mehmood, Smarter Sustainable Tourism: Data-Driven Multi-Perspective Parameter Discovery for Autonomous Design and Operations, Sustainability, 10.3390/su15054166, 15, 5, (4166), (2023).
Kyung Hoon Kim, Kang Sik Kim, Dong Yul Kim, Jong Ho Kim, Suk Hou Kang, Brand equity in hospital marketing, Journal of Business Research, Volume 61, Issue 1,2008,Pages 75-82,ISSN 0148-2963,https://doi.org/10.1016/j.jbusres.2006.05.010.
Elrod, J.K., Fortenberry, J.L. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. BMC Health Serv Res 18 (Suppl 3), 922 (2018). https://doi.org/10.1186/s12913-018-3682-9.
Elrod, J.K., Fortenberry, J.L. Driving brand equity in health services organizations: the need for an expanded view of branding. BMC Health Serv Res 18 (Suppl 3), 924 (2018). https://doi.org/10.1186/s12913-018-3679-4
Shieh G, Wu S, Tsai C, Chang C, Chang T, Lui P, Yao Y, Sheu W.A Strategic Imperative for Promoting Hospital Branding: Analysis of Outcome Indicators.Interact J Med Res 2020;9(1):e14546 URL: https://www.i-jmr.org/2020/1/e14546 DOI: 10.2196/14546
_1.png)
