Conventional And Digital Marketing Strategies In Hospitals: A Prisma-Based Systematic Literature Review (2019–2025)

Abstract

Increasing competition in healthcare has made marketing strategies essential for sustaining hospital competitiveness. Conventional approaches such as Integrated Marketing Communication (IMC), relationship marketing, and the marketing mix (4P) have long supported patient loyalty, while digital strategies, including websites, social media, and customer relationship management (CRM) are increasingly vital in a digital era. This review aims to compare conventional and digital marketing strategies in hospitals and evaluate their impact on patient loyalty and satisfaction. A systematic literature review was conducted following PRISMA guidelines. Databases (PubMed, Scopus, Web of Science, Google Scholar) were searched for peer-reviewed studies published between 2019–2025. Inclusion criteria: empirical or review articles on hospital marketing strategies with outcomes related to patient satisfaction or loyalty. 21 studies met the criteria and were synthesized thematically. The included studies revealed that conventional strategies, such as IMC, PR campaigns, word-of-mouth, relationship marketing, and the marketing mix, remain critical for building trust and sustaining loyalty, particularly in collectivist and low-digital penetration contexts. Digital strategies, including hospital websites, social media, SEO, CRM, telehealth apps, and online promotions, enhance scalability, engagement, visibility, and accessibility, particularly among younger populations. Hybrid approaches integrating both strategies demonstrated the strongest impact on patient loyalty. Both conventional and digital marketing strategies contribute significantly to patient satisfaction and loyalty. Hospitals should adopt hybrid approaches that integrate the personal trust of conventional methods with the scalability and efficiency of digital tools.