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p-Index From 2021 - 2026
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All Journal International Journal of Advanced Health Science and Technology
Dicky Budiman
Master of Hospital Administration Study Program, Yarsi University, Jakarta, Indonesia
Electrical & Electronics Engineering Health Professions Nursing Public Health

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Analyzing Ethical Practices of Digital Marketing in YARSI Islamic Hospital Nastain Mohammad Dunda; Edi Prasetyo; Enrico Adhitya Rinaldi; Dicky Budiman; Wahyu Sulistiadi
International Journal of Advanced Health Science and Technology Vol. 5 No. 6 (2025): December
Publisher : Forum Ilmiah Teknologi dan Ilmu Kesehatan (FORITIKES)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35882/ijahst.v5i6.546

Abstract

The rapid growth of digital technology has transformed healthcare marketing in Indonesia, creating both opportunities and ethical challenges for Islamic hospitals that must uphold Sharia principles. Despite the existence of Sharia certification frameworks, the operationalization of ethical digital marketing in these institutions often remains normative, lacking detailed guidelines and systematic oversight. This study aimed to analyze the ethical implementation of digital marketing at YARSI Sharia Hospital by examining its regulatory framework, implementation process, and compliance mechanisms. A qualitative descriptive–exploratory case study design was applied, involving purposive sampling of key stakeholders including hospital management, the Sharia Ethics Committee, marketing personnel, and patients. Data were collected through semi-structured interviews, direct observation, and document analysis, followed by thematic analysis using Braun and Clarke’s framework and a complementary SWOT assessment. The findings revealed that while YARSI Sharia Hospital possesses formal Sharia certification and governance under a Supervisory Board (DPS), its digital marketing practices are constrained by insufficient human resources, limited Sharia-based training, and the absence of structured audit procedures. Approximately 65% of reviewed content adhered to Sharia ethical principles, while 35% required modification or revision. Nevertheless, the hospital benefits from leadership commitment and a supportive external environment favoring Sharia-compliant healthcare. In conclusion, although YARSI Sharia Hospital demonstrates strategic readiness for ethical and Sharia-based digital marketing, improvements are needed in capacity building, the establishment of platform-specific ethical regulations, and the institutionalization of periodic compliance audits to ensure sustainable ethical performance and competitive advantage in Islamic healthcare services.
A Mixed-Methods Analysis of the 7P Marketing Mix and Outpatient Visit Interest at a Regional Public Hospital in Indonesia Azwan Rahmadhan Putra; Edi Prasetyo; Mia Mariani; Dicky Budiman
International Journal of Advanced Health Science and Technology Vol. 6 No. 3 (2026): June
Publisher : Forum Ilmiah Teknologi dan Ilmu Kesehatan (FORITIKES)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35882/ijahst.v6i3.606

Abstract

Public hospitals frequently face challenges in maintaining competitiveness due to sub-optimal service delivery and marketing strategies. This study examines the influence of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) on public interest in utilizing outpatient services at RSUD Bengkalis. Employing a mixed-methods approach with a sequential explanatory design, this research integrates quantitative analysis via multiple linear regression with qualitative insights derived from fishbone diagrams. Primary data were collected from general-paying patients through structured questionnaires, followed by in-depth qualitative interviews. Quantitatively, simultaneous analysis reveals that all seven marketing mix elements significantly influence visit interest, with an Adjusted R² value of 81%, indicating high predictive power. Partially, Product, Place, People, and Physical Evidence exert a positive and significant impact on patient interest. Conversely, Price, Promotion, and Process show no statistically significant effects. Qualitative findings clarify that the insignificance of Process and Promotion stems from operational barriers, specifically inefficient manual queuing systems and restricted promotional outreach for specialized services targeting general patients. In conclusion, while the hospital’s core service offerings, accessibility, personnel, and infrastructure successfully attract patients, administrative inefficiencies and weak marketing limit its full potential. To enhance public interest and institutional competitiveness, the management of RSUD Bengkalis must prioritize the digital transformation of administrative and registration workflows, streamline the patient flow, and consistently improve staff hospitality to foster sustainable patient loyalty.
Co-Authors Azwan Rahmadhan Putra Edi Prasetyo Enrico Adhitya Rinaldi Mia Mariani Nastain Mohammad Dunda Wahyu Sulistiadi