Transformasi Citra Rumah Sakit di Era Digital: Tinjauan Literatur Mengenai Integrasi Kendali Mutu, Branding, dan Kepuasan Pasien

Muhammad Almy Firasghani; May Suryati; Muhammad Arfiq; Muhammad Sandriyan; Ni Luh Zallila Gustina

doi:10.30640/digital.v5i2.6794

Authors

Muhammad Almy Firasghani Universitas Adhirajasa Reswara Sanjaya
May Suryati Universitas Adhirajasa Reswara Sanjaya
Muhammad Arfiq Universitas Adhirajasa Reswara Sanjaya
Muhammad Sandriyan Universitas Adhirajasa Reswara Sanjaya
Ni Luh Zallila Gustina Universitas Adhirajasa Reswara Sanjaya

DOI:

https://doi.org/10.30640/digital.v5i2.6794

Keywords:

Digital Marketing, Hospital Branding, Literature Review, Patient Satisfaction, Quality Control.

Abstract

The shifting paradigm of healthcare services in the modern era demands hospitals to adapt to digital communication technologies while maintaining clinical care quality to build a positive institutional reputation. This study aims to analyze the transformation of hospital image in the digital era through a literature review regarding the integration of quality control, branding strategies, and patient satisfaction. The method used is a Systematic Literature Review (SLR) by extracting and synthesizing relevant scientific articles published between 2016 and 2026 from reputable databases. The review results indicate that conventional quality control, which includes adherence to clinical operational standards and effective medical staff communication, serves as an essential foundation for fundamental patient satisfaction. Meanwhile, technological adaptation through accessible online reservation applications, educative social media communication, and the management of electronic word of mouth (eWOM) acts as a massive catalyst that validates and amplifies this positive perception to a broader audience. The practical implication of this research recommends hospital management to implement a symmetrical investment development strategy, focusing in parallel on improving field clinical service competencies and perfecting digital ecosystem infrastructure to guarantee a holistic patient experience.

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