Efektivitas Penggunaan Media Sosial dalam Pemasaran Rumah Sakit: Systematic Review

IF 0.9 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE
Muhammad Fahriza Sa, P. Pujiyanto
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引用次数: 3

Abstract

Abstrak Latar Belakang : Pada awal tahun 2020, jumlah pengguna media sosial di seluruh dunia telah melampaui angka 3,8 miliar. Banyak organisasi layanan kesehatan menggunakan media sosial. Pada tahun 2014, 94% rumah sakit menggunakan media sosial. Saat ini, jumlah rumah sakit yang menggunakan media sosial untuk komunikasi dan pemasaran semakin meningkat. Tujuan studi ini adalah untuk mengkaji penggunaan media sosial dalam bidang pemasaran di rumah sakit. Metode: Kajian sistematis ini menggunakan metode PRISMA, mengkaji artikel yang dipublikasi tahun 2016 - 2020. Sumber artikel penelitian mengenai penggunaan media sosial dalam bidang pemasaran di rumah sakit didapatkan dengan pencarian menggunakan kata kunci “social media” dikombinasikan dengan kata kunci “hospital” dan “marketing" atau “hospital marketing” dan melalui database pencarian Google Scholar dan PubMed. Mendeley digunakan untuk menyusun dan mengevaluasi judul beserta abstrak, mengidentifikasi dan menghapus artikel yang ganda. Hasil: Sebanyak 13 artikel dipilih untuk kajian sistematis. Hasilnya diklasifikasikan dan dilaporkan berdasarkan dua kategori, yaitu jenis platform dan efektivitasnya berupa manfaat dari penggunaannya. Jenis platform yang paling sering digunakan adalah Facebook kemudiaan diikuti dengan Twitter dan Instagram. Sedangkan manfaat terpenting adalah pengembangan strategi pemasaran (marketing) yang optimal. Kesimpulan: Platform media sosial telah menjadi keharusan bagi suatu rumah sakit untuk pemasaran dan promosi saat ini serta mampu menciptakan brand image secara global terkait efektivitas penggunaannya yang dapat mempengaruhi reputasi rumah sakit. Effectiveness of Use of Social Media Inmarketing Hospital: Systematic Review Abstract Background:  At the beginning of 2020, the number of social media users worldwide has surpassed the 3.8 billion mark. Many health care organizations use social media. In 2014, 94% of hospitals used social media. Currently, the number of hospitals using social media for communication and marketing is increasing. The purpose of this study is to examine the use of social media in marketing in hospitals. Methods: This systematic study uses the PRISMA method, reviewing articles published in 2016 - 2020. Sources of research articles on the use of social media in the field of marketing in hospitals are obtained by searching using the keyword “social media” combined with the keywords “hospital” and “marketing” or “hospital marketing. "And through the Google Scholar and PubMed search databases. Mendeley was used to compile and evaluate titles and abstracts, to identify and remove duplicate articles. Results: A total of 13 articles were selected for a systematic review. The results are classified and reported based on two categories, namely the type of platform and its effectiveness in the form of benefits from its use. The type of platform most often used is Facebook followed by Twitter and Instagram. Meanwhile, the most important benefit is the development of an optimal marketing strategy. Conclusion: Social media platforms have become a must for hospitals for marketing and promotion today and can create a global brand image regarding their effectiveness in use which can affect the hospital's reputation.
医院营销中社交媒体使用效率的系统评价
背景摘要:2020年初,全球社交媒体用户数量超过38亿。许多医疗机构使用社交媒体。2014年,94%的医院使用社交媒体。目前,使用社交媒体进行沟通和营销的医院数量正在增加。本研究的目的是研究社交媒体在医院营销中的应用。方法:本系统研究采用PRISMA方法,研究2016-2020年发表的文章。关于社交媒体在医院营销领域的使用的研究文章来源是通过将关键词“社交媒体”与关键词“医院”和“营销”或“医院营销”相结合进行搜索而获得的并通过谷歌学者和PubMed搜索数据库。Mendeley用于设计和评估标题和摘要,识别和删除重复的文章。结果:选取13篇论文进行系统研究。结果按两类进行分类和报告,即平台的类型及其有效性是其使用的好处。最常用的平台类型是Facebook,其次是Twitter和Instagram。而最重要的好处是制定最佳的营销策略。结论:社交媒体平台已成为医院当前营销和推广的要求,能够在全球范围内塑造品牌形象。其使用效率会影响医院声誉。社交媒体在医院营销中的使用效果:系统回顾摘要背景:2020年初,全球社交媒体用户数量已突破38亿大关。许多医疗机构使用社交媒体。2014年,94%的医院使用社交媒体。目前,使用社交媒体进行传播和营销的医院数量正在增加。本研究的目的是检验社交媒体在医院营销中的使用情况。方法:本系统研究采用PRISMA方法,回顾2016-2020年发表的文章。关于社交媒体在医院营销领域的使用的研究文章来源是通过使用关键词“社交媒体”与关键词“医院”和“营销”或“医院营销”相结合进行搜索而获得的。“并通过谷歌学者和PubMed搜索数据库。Mendeley被用于编辑和评估标题和摘要,识别和删除重复的文章。结果:共选择了13篇文章进行系统综述。结果根据两类进行分类和报告,即平台类型及其使用效益形式的有效性最常用的平台是Facebook,其次是Twitter和Instagram。同时,最重要的好处是制定最佳的营销策略。结论:如今,社交媒体平台已成为医院营销和推广的必备工具,可以在其使用效果方面创造全球品牌形象,从而影响医院的声誉。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Information & Knowledge Management
Journal of Information & Knowledge Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
2.40
自引率
25.00%
发文量
95
期刊介绍: JIKM is a refereed journal published quarterly by World Scientific and dedicated to the exchange of the latest research and practical information in the field of information processing and knowledge management. The journal publishes original research and case studies by academic, business and government contributors on all aspects of information processing, information management, knowledge management, tools, techniques and technologies, knowledge creation and sharing, best practices, policies and guidelines. JIKM is an international journal aimed at providing quality information to subscribers around the world. Managed by an international editorial board, JIKM positions itself as one of the leading scholarly journals in the field of information processing and knowledge management. It is a good reference for both information and knowledge management professionals. The journal covers key areas in the field of information and knowledge management. Research papers, practical applications, working papers, and case studies are invited in the following areas: -Business intelligence and competitive intelligence -Communication and organizational culture -e-Learning and life long learning -Electronic records and document management -Information processing and information management -Information organization, taxonomies and ontology -Intellectual capital -Knowledge creation, retention, sharing and transfer -Knowledge discovery, data and text mining -Knowledge management and innovations -Knowledge management education -Knowledge management tools and technologies -Knowledge management measurements -Knowledge professionals and leadership -Learning organization and organizational learning -Practical implementations of knowledge management
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