A Trend Analysis Of Patient Visits Following The Implementation Of Digital Marketing Strategies At Fauziah Mother And Child Hospital, Tulungagung

Agus Baijuri; Pipit Festi; Ariesta Wira Permana

doi:10.30651/gjha.v2i1.32412

Authors

Agus Baijuri Universitas Muhammadiyah Surabaya
Pipit Festi Muhammadiyah University of Surabaya
Ariesta Wira Permana Muhammadiyah University of Surabaya

DOI:

https://doi.org/10.30651/gjha.v2i1.32412

Keywords:

patient visit trends, digital marketing, hospitals, healthcare marketing, outpatient services

Abstract

Abstract

Background : The advancement of information technology has encouraged hospitals to utilize digital marketing strategies as a means of promoting healthcare services. Digital marketing is considered effective in improving information dissemination, increasing public awareness, and enhancing patient visit rates.

Aims : This study aimed to determine the trends in patient visits following the implementation of digital marketing strategies at Fauziah Mother and Child Hospital, Tulungagung.

Methods : : This study employed a quantitative descriptive method with a retrospective approach. Data were obtained from outpatient and inpatient patient visit reports at Fauziah Mother and Child Hospital, Tulungagung, from January to December 2025. Data analysis was conducted using frequency distribution, percentage analysis, and patient visit trend analysis..

Results : The highest number of outpatient visits was recorded in the Pediatric Clinic with 13,607 patients, while the Obstetrics and Gynecology (Ob-Gyn) Clinic accounted for 1,457 patients. In inpatient services, the number of pediatric patients reached 1,285, while maternal patients totaled 455. An increasing trend in patient visits was observed from August to December 2025.

Conclusion : The digital marketing strategies implemented by Fauziah Mother and Child Hospital, Tulungagung, contributed to increasing the exposure of healthcare services to the community, which subsequently impacted the growth of patient visits, particularly in pediatric outpatient and pediatric inpatient services. The optimal utilization of digital media can serve as an effective marketing strategy to enhance hospital competitiveness in the digital era.

Keywords : Patient Visit Trends, Digital Marketing, Hospitals, Healthcare Marketing, Outpatient Services.

Abstrak

Latar Belakang : Perkembangan teknologi informasi mendorong rumah sakit untuk memanfaatkan strategi digital marketing sebagai sarana promosi layanan kesehatan. Digital marketing dinilai efektif dalam meningkatkan penyebaran informasi, awareness masyarakat, dan jumlah kunjungan pasien.

Tujuan : Mengetahui Tren Kunjungan Pasien Setelah Implementasi Pemasaran Digital di RSIA Fauziah Tulangan.

Metode : Penelitian ini menggunakan metode deskriptif kuantitatif dengan pendekatan retrospektif. Data diperoleh dari laporan kunjungan pasien rawat jalan dan rawat inap RSIA Fauziah Tulungagung periode Januari–Desember 2025. Analisis data dilakukan menggunakan distribusi frekuensi, persentase, dan analisis tren kunjungan pasien.

Hasil : Jumlah kunjungan rawat jalan tertinggi terdapat pada Poli Anak sebanyak 13.607 pasien, sedangkan Poli Obgyn sebanyak 1.457 pasien. Pada layanan rawat inap, jumlah pasien anak mencapai 1.285 pasien dan pasien ibu sebanyak 455 pasien. Tren peningkatan kunjungan pasien terjadi pada periode Agustus hingga Desember 2025.

Kesimpulan : Strategi digital marketing yang dilakukan RSIA Fauziah Tulungagung berkontribusi dalam meningkatkan eksposur layanan kesehatan kepada masyarakat sehingga berdampak pada peningkatan kunjungan pasien, terutama pada layanan Poli Anak dan rawat inap anak. Pemanfaatan media digital yang optimal dapat menjadi strategi pemasaran efektif dalam meningkatkan daya saing rumah sakit di era digital.

Kata Kunci : Tren Kunjungan Pasien, Pemasaran Digital, Rumah Sakit, Pemasaran Kesehatan, Rawat Jalan

References

Asmiati, R., Handayani, D., & Putra, A. (2023). Strategi pemasaran digital pada pelayanan kesehatan di era modern. Jurnal Administrasi Kesehatan Indonesia, 11(2), 120–128.

Agustina, L., & Lahindah, L. (2020). Pengaruh Digital Marketing terhadap Keputusan Pembelian Konsumen. Jurnal Manajemen dan Pemasaran Digital, 1(2), 45-58.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.

Lestari, N., & Yusuf, M. (2021). Faktor-faktor yang mempengaruhi minat kunjungan pasien pada pelayanan kesehatan rumah sakit. Jurnal Manajemen Pelayanan Kesehatan, 24(1), 15–22.

Putri, A. D., & Hidayat, T. (2022). Pengaruh media sosial terhadap keputusan pasien dalam memilih rumah sakit. Jurnal Kesehatan Masyarakat Indonesia, 17(3), 210–218.

Rahmawati, I., Nugroho, S., & Kurniawan, D. (2024). Efektivitas promosi digital rumah sakit melalui media sosial terhadap peningkatan engagement pasien. Jurnal Administrasi Rumah Sakit, 8(1), 45–53.

Sari, P., Wibowo, A., & Firmansyah, R. (2023). Hubungan digital marketing dengan minat kunjungan pasien rawat jalan. Jurnal Manajemen Informasi Kesehatan Indonesia, 11(2), 98–106.

Tjiptono, F. (2020). Strategi Pemasaran Prinsip dan Penerapan. Yogyakarta: Andi Offset.

Widiharti, R., Kusuma, H., & Prasetyo, A. (2025). Pemanfaatan media sosial dalam promosi pelayanan rumah sakit terhadap peningkatan kunjungan pasien. Jurnal Kebijakan Kesehatan Indonesia, 14(1), 33–41.

Kementerian Kesehatan Republik Indonesia. (2022). Standar Pelayanan Rumah Sakit. Jakarta: Kementerian Kesehatan RI.

World Health Organization. (2021). Global Strategy on Digital Health 2020–2025. Geneva: WHO.

American Hospital Association. (2023). Digital Transformation in Healthcare Marketing. Washington DC: AHA.

Alodhialah, A. M., Almutairi, A. A., & Almutairi, M. (2024). Key Predictors of Patient Satisfaction and Loyalty in Saudi Healthcare Facilities: A Cross-Sectional Analysis. Healthcare (Switzerland), 12(20), 1–16. https://doi.org/10.3390/healthcare12202050

Amanda, R., & Achmadi, H. (2025). Pengaruh Social Media Marketing Terhadap Visit Intention yang Dimediasi oleh Brand Awareness, Online Trust, dan Perceived Value pada RSGM X. Jurnal EMT KITA, 9(3), 1138–1146. https://doi.org/10.35870/emt.v9i3.4495

Animo, P., Pasien, K., Rumah, M., & Di, S. (2025). The Relationship between Social Media Marketing Dimensions on Instagram and Increasing Patient Interest in Choosing a Hospital at Husada Hospital in 2025 Hubungan Dimensi Sosial Media Marketing dalam Instagram terhadap Administrasi Kesehatan , Sekolah Tin. 04(3), 71–83.

Athallandi, K., Hariyanti, T., & Kusumawati, A. M. (2025). Optimization of Obstetrics and Gynecology Clinic Service Visits With a Marketing Plan Approach and Publication on Social Media. Journal of Community Health and Preventive Medicine, 5(1), 1–8. https://doi.org/10.21776/ub.jochapm.2025.005.01.1

Dzakiyya, N. M., & Hijrah Hati, S. R. (2024). The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals. Journal La Sociale, 5(2), 505–517. https://doi.org/10.37899/journal-la-sociale.v5i2.1065

Hariyanti, T. (2023). The Influence of Social Media Marketing on Patient Visit Intention Mediated by Brand Awareness.

Ilham Arief, Muslikh, M., & Hulmansyah. (2024). Analysis Of The Influence Of Brand Equity And Social Media On Revisit Decision With Intention To Revisit As A Mediation Variable In Yarsi Teeth And Mouth Hospital. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1165–1170. https://doi.org/10.35870/jemsi.v10i2.2293

Kalhor, R., Khosravizadeh, O., Kiaei, M. Z., Shahsavari, S., & Badrlo, M. (2021). Role of service quality, trust and loyalty in building patient-based brand equity: Modeling for public hospitals. International Journal of Healthcare Management, 14(4), 1389–1396. https://doi.org/10.1080/20479700.2020.1762053

King, J. K., Kieu, A., El-Deyarbi, M., Aljneibi, N., Al-Shamsi, S., Hashim, M. J., Östlundh, L., King, K. E., King, R. H., AB Khan, M., & Govender, R. D. (2023). Towards a better understanding between non-Muslim primary care clinicians and Muslim patients: A literature review intended to reduce health care inequities in Muslim patients. Health Policy OPEN, 4, 100092. https://doi.org/10.1016/j.hpopen.2023.100092

Liu, S., Li, G., Liu, N., & Hongwei, W. (2021). The Impact of Patient Satisfaction on Patient Loyalty with the Mediating Effect of Patient Trust. Inquiry (United States), 58. https://doi.org/10.1177/00469580211007221

Mohamed Wagih Abd El Aziz. (2024). Impact of Social Media Marketing on Brand Loyalty, through the mediating role of customer experience: An Applied Study in the Egyptian Private Hospitals. Journal of Electrical Systems, 20(5s), 1736–1746. https://doi.org/10.52783/jes.2508

Nadiyah, S. N. A., & Prayoga, D. (2024). Transformasi Digital Sebagai Bagian dari Strategi Pemasaran Rumah Sakit: Literature Review. Media Publikasi Promosi Kesehatan Indonesia (MPPKI), 7(2), 265–272. https://doi.org/10.56338/mppki.v7i2.4283

Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country. Patient Preference and Adherence, 15(September), 2523–2538. https://doi.org/10.2147/PPA.S333586

Ortner, V. K., Zibert, J. R., Budnik, O., Manole, I., Laugesen, C. A. P., Havsager, S., & Haedersdal, M. (2024a). Accelerating patient recruitment using social media: Early adopter experience from a good clinical practice-monitored randomized controlled phase I/IIa clinical trial on actinic keratosis. Contemporary Clinical Trials Communications, 37, 101245. https://doi.org/https://doi.org/10.1016/j.conctc.2023.101245.