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All Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Ni Luh Putu Adinda Tasya Saraswati
Universitas Adhirajasa Reswara Sanjaya
Economics, Econometrics & Finance

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TRANSFORMASI MANAJEMEN STRATEGI RUMAH SAKIT DI ERA DIGITAL: DARI INOVASI KONSEPTUAL KE PRAKTIK OPERASIONAL Abdul Gopur; Ni Luh Putu Adinda Tasya Saraswati; Purwadhi Purwadhi; Yani Restiani Widjaja
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 5 No 1 (2026): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v5i1.256

Abstract

Digital transformation has become a crucial element in the development of hospital strategic management in the modern era. Hospitals are no longer required solely to provide clinical services but must also manage complex organizations efficiently through the use of digital technologies. This study aims to describe the concept of hospital strategic management transformation in the digital era, identify emerging forms of conceptual innovation, and analyze how these innovations are implemented in operational practices. The research employs a Systematic Literature Review (SLR) method with a qualitative descriptive approach, reviewing relevant scientific publications from the last five years. The findings indicate that conceptual innovations such as the digitalization of clinical and administrative processes, the use of data analytics, and digitally integrated service models significantly enhance operational efficiency, service quality, and evidence-based decision making. However, the implementation process faces several challenges, including limited technological infrastructure, insufficient human resource competencies, organizational resistance to change, and data security issues. The study concludes that successful digital transformation depends on the alignment between strategic vision, technological capabilities, and adaptive organizational culture. Therefore, hospitals are recommended to strengthen organizational readiness through continuous human resource development, improved digital infrastructure, and ongoing performance monitoring and evaluation.
STRATEGI BRANDING RUMAH SAKIT DALAM MEMBANGUN KEUNGGULAN KOMPETITIF DI ERA PELAYANAN KESEHATAN MODERN HOSPITAL BRANDING STRATEGIES IN BUILDING COMPETITIVE ADVANTAGE IN THE MODERN HEALTHCARE ERA Nindirah Septia; Ni Luh Putu Adinda Tasya Saraswati; Mahesa Krishna; Nadia Dara Ayundha; Nani Asrini; Acep Rohendi
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 5 No 2 (2026): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v5i2.299

Abstract

ABSTRACT In an increasingly competitive healthcare industry, hospital branding has become a critical strategic instrument for sustaining competitive advantage. This literature review examines branding strategies adopted by hospitals to build competitive differentiation in the modern healthcare era. A systematic search was conducted through Google Scholar, PubMed, Garuda, and Sinta databases covering publications from 2019–2025, using keywords related to hospital branding, competitive advantage, brand image, digital marketing, and patient loyalty. A total of 30 articles met the inclusion criteria and were analyzed using a narrative review approach. Findings reveal that effective hospital branding encompasses four interrelated dimensions: (1) brand identity and image building, (2) digital marketing and social media utilization, (3) patient experience and service quality enhancement, and (4) brand equity development. Hospitals that integrate these dimensions consistently demonstrate higher patient loyalty, stronger market positioning, and superior competitive performance. The study concludes that branding in healthcare is no longer peripheral but a core strategic capability, particularly as patients increasingly behave as informed consumers who evaluate and compare healthcare providers before seeking care. Keywords: hospital branding, competitive advantage, brand equity, digital marketing, patient loyalty
Co-Authors Abdul Gopur Acep Rohendi Mahesa Krishna Nadia Dara Ayundha Nani Asrini Nindirah Septia Purwadhi Purwadhi Yani Restiani Widjaya