<![CDATA[Communication strategies play a key role in the marketing process, particularly in the digital age. Changes in the era and times bring about changes within society. This study aims to identify and examine the application of CRM through the transformation of marketing and Public Relations (PR) in the digital age, focusing on a case study of Halodoc’s communication strategy. Furthermore, its primary objective is to analyse the quality and services offered by the Halodoc app as a pioneer of telemedicine in Indonesia. This study utilises concepts from Customer Relationship Management (CRM) theory. Employing a qualitative approach and case study methodology, data were collected through in-depth interviews, media monitoring and documentary analysis, supported by online observation. The findings of this study have contributed to the strengthening of Customer Relationship Management (CRM) theory within the healthcare sector. In this regard, Halodoc has facilitated the digital transformation of healthcare services in a straightforward and flexible manner, supported by Data Protection Standard Operating Procedures (SOPs). Data analysis in this study was conducted using NVivo to formulate adaptive and structured communication strategies. This research confirms that the digital era has had a significant impact on the transformation of marketing and public relations processes within the healthcare industry, and that CRM plays a key role in fostering sustainable relationships with customers.]]>
