Pengaruh Strategi Marketing Melalui Sosial media Terhadap Kunjungan Pasien di RS Dr. Hafiz (RSDH) Cianjur
Keywords:
marketing strategy, social media, hospitalAbstract
Introduction: The rapid development in the hospital business necessitates an effective marketing strategy to ensure growth and sustainability. In this context, marketing through social media is considered a potential method to enhance patient visits. This study aims to evaluate the influence of social media marketing strategies on patient visits at Dr. Hafiz Hospital (RSDH) in Cianjur.
Methods: A correlational quantitative study was conducted at Dr. Hafiz Hospital (RSDH) from November to December 2023. The population included outpatient and inpatient cases, encompassing general patients, insured individuals, and those covered by the National Health Insurance (JKN) in 2023. Purposive sampling was employed, resulting in 400 respondents. Primary data were collected through a Likert-scale questionnaire. Data analysis was performed using Structural Equation Modeling (SEM)-Partial Least Square through the Smart-PLS software.
Results: Variables Facebook, Instagram, Twitter, Tiktok and Youtube via social media as well as the 7P Marketing Strategy positively and significantly influence patient visits at Dr. Hospital. Hafiz Cianjur. These factors are related to relevant information, informative Scontent and information on hospital activities that are effective in providing positive responses to patients. The 7P Marketing Strategy variable with direct patient visits does not have a significant positive influence, but the marketing strategy via social media has an indirect and significant influence on patient visits.
Discussion: The Results emphasize that increasing branding through Social Media, by providing information about hospital activities, health education, and other interesting content, can be an effective strategy in increasing patient visits.
Conclusion: To increase patient visits through social media, Dr. Hafiz Cianjur Hospital should prioritize marketing strategies concerning on optimal branding and information enhancement.
