The Effectiveness Of Conventional Vs Digital Marketing In Attracting Patients: A Literature Review

Abstract

In today’s digital era, hospitals face increasingly complex challenges, including intense competition in healthcare services, changes in patient behaviour when seeking health information, and demands for marketing cost efficiency. Digital marketing has become increasingly popular and rapidly growing, although conventional marketing still plays a role, particularly among community segments that have not fully adopted digital technology. This literature review compares the effectiveness of digital and conventional marketing in attracting patients both new and repeat visits during the period 2020–2025, using empirical evidence from studies in Indonesia and internationally. The analysis draws on peer-reviewed articles from databases such as PubMed, Scopus, Web of Science, and Google Scholar, published between 2020–2025, with a focus on hospital marketing, patient visit interest, speed, reach, cost efficiency, interaction and feedback, and patient loyalty. The findings show that digital marketing consistently outperforms in raising awareness, engagement, visit interest especially for repeat visits and patient loyalty, particularly in urban areas with good internet access. However, conventional marketing remains relevant for regions with low digital literacy, elderly populations, and in building community-based trust. This review emphasizes that combining digital and conventional strategies tailored to patient segments and local contexts is more optimal than relying on a single method.