Developing Community-Focused Healthcare Marketing Plans

 The service received by the Indonesian public using social health insurance administration is considered unequal compared to those with non-social health insurance administration. Moreover, the patients also felt the different in service received in private hospitals, which should provide good service standards. The difference felt by the patient should not have 

happened because each patient has the same rights in terms of excellent service. This study aimed to determine whether the provision of excellence and the wow service concept will increase patient’s engagement and loyalty for social health insurance administration at private hospitals in Indonesia. Subjects and Method: This was a qualitative study conducted at 5 

private hospitals in Central Java. A sample of 200 patients who used social health insurance administration was selected for this study. The dependent variables were patient engagement and loyalty. The independent variables were excellence and wow service of social health insurance administration. The data were collected by in depth interview. Results: 

Healthcare to the excellence 

and wow service concept significantly affect patient engagement and loyalty. Timely, comfortable, and sincere services were the main components of patient expectations using social health insurance administration, especially in Central Javathat there are minimal facilities and class restrictions cannot meet expectations of fulfillment. good service. In terms 

of the choice of hospitals, it is also limited to hospitals that cooperate. When a patient wants to get maximum treatment, his choice will fall on a private hospital whose facilities are expected to be better. As we know, private hospitals apply good service standards in their services. Creating a good experience for patients is considered important so that patients will feel loyal to the hospital, so many steps are taken by private hospitals in Indonesia to meet 

customer expectations. The concept of 'service is caring' with service excellence is applied to create a good experience and fulfill customer expectations (Hermawan Kertajaya., 2014). However, in reality, this is not felt by many  patients. There is a separation of services for general patients and as evidence of the service gap, although this is done to reduce 

Marketing health and facilitate services

And in practice the difference in service, attitude, perceived comfort is very significant. Although the research conducted by Ria Mardiana in 2018 regardingWOW is an expression of admiration/surprise about something, wow service is a surprising service concept (Hermawan Kartajaya, 2014). Now is the era of Consumer Engage, Wow service can only be achieved if service employees are able to understand the personal needs of consumers, in this case it is 

the entire dimension of Service Excellence in order to create a service that enjoys, experiences, in creating Engage customers. All these dimensions are done with the ultimate goal is to achieve customer loyalty. Customer Engagement is defined as a process that has a psychological impact on a person from creating a sense of attachment to brands, services 

and mechanisms and this forms customer loyalty to always make repeat purchases or repurchase (Brodie et al., 2011) while Customer Loyalty is an attitude or behavior of a consumer who makes purchases regularly or continuously and at least twice in a certain time interval which is more towards a person's attitude and behavior seen from his psychological condition and related to his attitude towards a product.Digital marketing leverages digital 

Development technology to build

with markets and promote products and services through online channels in a cost-effective manner. It encompasses a variety of strategies, including Search Engine Marketing (SEM), Email Marketing, Search Engine Optimization (SEO), social media, Display Advertising, Referral Marketing, Affiliate Marketing, Content Marketing, and viral marketing. 

study employs a descriptive literature review methodology to investigate the impact of digital marketing on hospital marketing. Four key articles were reviewed, focusing on the effectiveness of digital marketing strategies in enhancing hospital promotional activities and service quality. Results: The literature analysis reveals several benefits of digital marketing in 

healthcare settings, including attracting new patients, expanding business reach, increasing customer trust, and strengthening patient loyalty. Studies by Prasetyo and Sulistiadi (2019) identified challenges and strategic plans for digital marketing in dental hospitals, while Rony and Panuju (2018) highlighted its use for online registration and marketing in RS PHC, Surabaya. Sembiluh and Sulistiadi (2022) demonstrated the advantages oDigital marketing 

Conclusion

harnesses digital technology to build deeper connections with target markets and promote products and services through online channels. By leveraging integrated, targeted, and scalable communications, digital marketing provides a personal and cost-effective way to reach consumers (Lindawati et al., 2020). Its diversity has expanded over time, with common practices including Search Engine Marketing (SEM), Email Marketing, Search Engine 

Optimization (SEO), social media, Display Advertising, Marketing Referrals, Affiliate Marketing, Content Marketing, online advertising, and viral marketing (Salmiah et al., 2020). Companies across various sectors, including manufacturing and healthcare, utilize digital marketing to enhance their outreach (Burhan & Sulistiadi, 2022). The proliferation of smartphones hasrevolutionized digital marketing, making internet access ubiquitous and i

nstantaneous. Today, smartphones enable users to browse online effortlessly, making them a vital tool for digital marketing strategies (American Marketing Association,2021) Digital marketing is characterized by its ability to deliver timely, personal, and relevant content to consumers. It utilizes various forms of digital media including text, images, and videos to facilitate communication (Adam et al., 2022). This approach is not limited to product-based 

cmpanies; it is also increasingly adopted by service providers such as hospitals, reflecting its broad applicability and relevance. The perception of digital marketing is generally positive, as it allows for more effective and efficient communication compared to traditional methods. Research into digital marketing often employs a descriptive literature review approach, highlighting its role in fostering personalized and cost-effective market interactions (Wibowo, The impact of information and communication technology, particularly through

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