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Hospitals Visit Intention and Visit Decision: How the Role of Viral and Word of Mouth Marketing?

Taufik, Edi Rahmat and Hasan, Samsurijal and Titin, titin and Singagerda, Faurani Santi and Sinambela, Ella Anastasya (2022) Hospitals Visit Intention and Visit Decision: How the Role of Viral and Word of Mouth Marketing? Frontier Public Health, 10 (948554). pp. 1-4. ISSN 2296-2565

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In the era of health disruption 4.0, there are still many hospitals and health care facilities that face various challenges. The main challenges are felt in terms of unclear laws and regulations and the lack of harmonization of regulations between related ministries. In addition, from internal factors, the lack of openness, motivation, and good knowledge management on the part of hospital management, medical service doctors, and IT teams in the organization also need to be addressed. Hospitals need to be motivated to immediately implement SIMRS in their management in order to realize optimal data integration on a national scale. The problem of using big data, data security and protection, data privacy, and the use of cloud computing systems is also one of the issues that is quite challenging to understand and apply in business. According Kristijono et al. (1) the activity Marketing a business using the internet is called e-marketing. In e-marketing business marketing activities, one of the things that is currently developing is viral marketing or also called WOM (Word of Mouth Marketing). Viral marketing is the internet’s version of the use of word of mouth marketing, which is closely related to a message or marketing method that is so contagious or chained that consumers want to pass it on to others. According to Manuel et al. (2) viral marketing as a marketing effort that utilizes the power of news whose marketing method is very contagious or chain. In the world of the internet, The spread is implemented through social media, such as Facebook, Instagram, YouTube, Twitter, Google. Viral marketing is a marketing technique that uses social networks to achieve a specific marketing goal. The key to viral marketing is getting website visitors and recommending them to those who will be considered interested. This social media has a display message feature on the wall where everyone who befriends or follows the sender can see what both known and unknown people have to say. Thus, whatever the sender sends will be seen by all those who are friends with him. Indirectly, the more followers there are, the more news or products uploaded to social media will become viral, with the virality of the product, it will affect the price and value of a product’s prestige. The healthcare industry is entering an era of digital innovation where patients are looking for services that can directly answer their needs because they are limited by their daily activities. According to DMN3 data, consumers looking for medical information on the internet, 47% seek information about doctors, 38% for hospitals and health facilities, and 77% to book a health check�up schedule. Based on these facts, it is necessary for the hospital management team to find out the needs of target consumers or patients and incorporate them into a digital system (e.g., ease of access using a smartphone). This market need is being exploited by several health technology companies, which are currently growing in the community.

Item Type: Article
Uncontrolled Keywords: visit intention, visit decision, hospitals, word of mouth marketing, viral marketing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis
Depositing User: HER Taufik pH.D
Date Deposited: 22 May 2023 10:27
Last Modified: 22 May 2023 10:27

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