STRATEGI MARKETING TELEMEDICINE RUMAH SAKIT DI BIDANG TEKNOLOGI DAN EKONOMI: SISTEMATIC REVIEW

Indah Prihatin, Wahyu Sulistiadi, Ikrima Khaerun Nisa

Abstract


Telemedicine merupakan cara yang sangat baik untuk meperluas akses layanan kesehatan kepada masyarakat. Manfaat yang ditawarkan oleh telemedicine akan membuatnya menjadi pilihan utama dalam pelayanan kesehatan di masa mendatang. Systematic Review ini bertujuan untuk mengkaji peranan bidang teknologi dan ekonomi dalam memberikan peluang terhadap strategi marketing telemedicine di rumah sakit. Review ini mengambil sumber dari jurnal penelitian yang dipublikasikan dalam jurnal peer-review berkualitas tinggi, dipublikasikan pada rentang tahun 2018 – 2021, dan terkait dengan teknologi dan keuangan.  Review ini dipandu oleh Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Peneliti mengidentifikasi 508 artikel dan sebanyak 484 artikel dieksklusi sehingga menyisakan 19 artikel yang sesuai dengan kriteria inklusi. Sebanyak 5 artikel membahas tentang tantangan dan peluang penggunaan telemedicine, 6 artikel tentang penggunaan platform media digital, 4 artikel tentang model implementasi telemedicine, dan 2 artikel tentang analisa biaya telemedicine. Berdasarkan artikel tersebut, peneliti dapat mengidentifkasi beberapa kunci kesuksesan dalam pemasaran telemedicine adalah dengan memainkan peran penting pasar aplikasi kesehatan antara lain direct to consumer (B2C) yang dapat menarik banyak pengguna dengan harga yang terjangkau, melakukan promosi mengenai layanan telemedicine di akun sosial media untuk menjangkau pasien lebih banyak, dan menjangkau orang baru di komunitas yang tidak tahu tentang telemedicine, serta memberikan kenyamanan pada pasien seperti pasien dapat melakukan video call, audio call atau melakukan chat dengan dokter dalam menyampaikan keluhan kesehatan. Layanan eHealth adalah solusi yang muncul untuk mengatasi masalah aksesibilitas perawatan kesehatan, keterjangkauan dan kelayakan finansial di negara berkembang.

Keywords


Marketing, Telemedicine, Rumah Sakit

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DOI: http://dx.doi.org/10.32493/jk.v10i2.y2022.p196-216

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