EFFECTIVENESS OF DIGITAL MARKETING IN ENHANCING BRAND AWARENESS AND CONSUMER CHOICE FOR RAPID AMBULANCE SERVICES IN THE NEW NORMAL ERA
DOI:
https://doi.org/10.32493/jiim.v3i3.54558Keywords:
Digital Marketing, Brand Awareness, Consumer Choice, Rapid Ambulance Services, Emergency Medical Services, New Normal EraAbstract
The New Normal era following the COVID-19 pandemic has accelerated digitalization across various sectors, including emergency healthcare services. Rapid ambulance services, which are critical and time-sensitive, rely heavily on response speed and consumer trust. This study aims to analyze the effectiveness of Digital Marketing (DM) in enhancing Brand Awareness and influencing Consumer Choice for rapid ambulance services. The method used is a Literature Review synthesizing findings from journals and case studies related to DM in healthcare and Emergency Medical Services (EMS). The review shows that DM, through strategies such as local SEO, educational Social Media Marketing (SMM), and emergency app development, significantly strengthens brand image as a fast and reliable service. DM also directly influences consumer choice by providing real-time information (e.g., ETA), credible testimonials, and user-friendly UX. It is concluded that integrated DM implementation is not just a promotional strategy but a crucial operational element to maintain relevance and improve public safety in the digital era
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