The Effect Of Digital Marketing In Point Of View Hospital Physician Reputation To Hospital Visiting Performance : A Literature Review

Abstract

This study aims to examine the influence of digital marketing from the perspective of hospital doctors’ reputation on patient visit performance. The objective is to analyze findings from diverse studies that investigate how digital marketing strategies shape physicians’ reputation and subsequently affect patients’ decisions to seek care at hospitals. The research design applies a systematic literature review. The scope of analysis covers scholarly publications released between 2010 and 2025, sourced from databases such as PubMed, Scopus, Web of Science, and Google Scholar. A purposive sampling approach was applied with inclusion criteria: (1) studies discussing digital marketing within healthcare services, (2) research addressing physician reputation, and (3) publications reporting hospital performance indicators, especially patient visits. Non-academic materials, duplicates, and articles not available in English or Indonesian were excluded. Data were retrieved using keyword searches (digital marketing, physician reputation, hospital performance, patient visits) and synthesized thematically to identify key patterns and linkages. The findings reveal that digital marketing initiatives such as official hospital websites, social media engagement, online patient reviews, content-driven campaigns, and physicians’ digital presence, significantly enhance doctor reputation, foster patient trust, and build loyalty, ultimately leading to higher hospital visitation rates. The study concludes that aligning digital marketing with physician reputation management is a strategic priority to improve hospital performance and competitiveness. It is further recommended that hospitals invest in transparent and patient-centered digital platforms to ensure sustainable growth over the long term