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All Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Nindirah Septia
Universitas Adhirajasa Reswara Sanjaya
Economics, Econometrics & Finance

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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 Acep Rohendi Mahesa Krishna Nadia Dara Ayundha Nani Asrini Ni Luh Putu Adinda Tasya Saraswati