THE INTEGRATION OF TRADITIONAL AND DIGITAL MARKETING TECHNIQUES IN PROMOTING HOSPITAL SERVICES AT RUMAH SAKIT FIKRI MEDIKA KARAWANG

• Main Author: Sefilla Nasution, Viya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85789
• Institution: Institut Teknologi Bandung

Hospitals have a significant role in the healthcare industry, as it provides essential healthcare services and a backbone in the healthcare ecosystem. However, the integration in traditional and digital marketing strategies can be presented to have both opportunities and challenges in competing and to sustain its position in the healthcare institutions. In order to better understand how hospital marketing tactics can aid in meeting marketing objectives and enhancing patient engagement, this dissertation will examine and analyze by taking the examination and the study case from Rumah Sakit Umum Fikri Medika. This research adopts a quantitative approach, utilizing content analysis of marketing materials and responses from questionnaires distributed to patients and stakeholders. Emphasizing the effectiveness and integration of traditional and digital techniques as well as the indicator positively impacting the overall marketing outcomes. Findings from this study will provide comprehensive insights into effective marketing strategies for hospitals and its influences to patients and segmented demographics, highlighting best practices for integration and addressing common challenges. The results aim to offer practical recommendations for healthcare marketers to enhance their campaigns, optimize resource allocation, and improve overall marketing outcomes.