Strategi Pemasaran Digital Rumah Sakit di Era Industri 4.0 untuk Meningkatkan Daya Saing dan Pendapatan: Literature Review

Abstrak

The rapid development of the Industrial 4.0 era has driven hospitals to adopt digital marketing as a strategic effort to strengthen competitiveness and increase revenue. This literature review aimed to analyze digital marketing strategies utilized by hospitals and their impact on service competitiveness and financial performance. The method used was a literature review by analyzing seven relevant studies published from 2022 to 2025, selected based on relevance, accessibility, and recency. The results of the review show that digital marketing strategies particularly the use of social media, branding enhancement, service digitalization, and data-driven promotion have proven effective in increasing patient visits, strengthening hospital image, and contributing to revenue growth. However, the effectiveness of these strategies is strongly influenced by the availability of competent human resources, adequate budget allocation, and structured planning supported by continuous evaluation. In conclusion, digital marketing plays a crucial role in improving hospital competitiveness and financial sustainability. Hospitals are encouraged to enhance marketing team capabilities, optimize digital platforms, and conduct regular evaluations of marketing return on investment.

Kata kunci

• Digital Marketing
• Hospital competitiveness
• Hospital revenue
• Patient loyalty
• industry 4.0