Effective Marketing Strategies in Health Services: Systematic Literature Review

Abstract

This research aims to review existing literature on effective marketing strategies for marketers in today’s healthcare institutions. This paper reflects a systematic literature review. Selected articles were analyzed using a descriptive statistical approach to see research trends in this topic. Following that, a meta-synthetic approach was performed to map the study results. The research found four marketing programs and one supporting data assessment of potential market conditions. These findings can better understand effective marketing strategies to increase health service demands. The current research provides novel ideas for people involved in marketing management and future researchers on effective marketing strategies. It identifies up-to-date marketing strategies that healthcare institutions can implement to increase demand for health services.

Keywords

• marketing
• health services
• effective marketing strategies
• meta-synthetic
• direct-to-consumer advertising
• word of mouth
• internet marketing
• internal marketing