Analysis of Control and Evaluation of Digital Marketing in the Hospital

Abstract

The increasing use of digital marketing in the hospital sector is accompanied by soaring marketing costs allocated for digital marketing. Hospital management must determine the appropriate steps and types of measurement to evaluate the magnitude of the impact of the digital marketing strategy used on overall hospital performance. This study examines the digital marketing evaluation stage model and the metrics that can be applied in hospitals. This literature review was conducted by browsing articles using Google Scholar, ProQuest and Emerald Insight search databases. Mendeley is used to compile, identify and evaluate articles and to remove duplicate articles. From the literature search, two outputs were obtained in the form of a framework that allows it to be used in evaluating digital marketing in hospitals, namely The Social Media Marketing Evaluation Framework and eight types of generic measurements that can be chosen. Digital marketing in hospitals has become necessary to survive in the era of digital disruption, so a reliable strategy is needed in controlling and evaluating the impact of digital marketing on the success of hospital marketing. Digital marketing control and evaluation efforts aim to ensure that the marketing strategy is on target, accurate and measurable.