TECHNOLOGY-BASED MARKETING INNOVATION IN IMPROVING THE QUALITY OF HOSPITAL SERVICES

This research aims to explore the influence of technology-based marketing innovation in improving the quality of hospital services. Marketing innovations implemented include the use of mobile applications, websites and social media to increase access to information, speed up the service process and improve communication with patients. Data was collected through surveys of patients who use technology-based hospital services as well as interviews with marketing managers and hospital staff. The research results show that the application of marketing technology has a significant positive impact on patient satisfaction, by increasing ease of access to information and service efficiency. However, challenges faced include limited technological infrastructure, security of patient data, and lack of technological skills in some patients. Based on these findings, this study recommends hospitals to improve technological infrastructure, provide training for patients, and ensure better data security systems. Overall, technology-based marketing innovation plays an important role in improving the quality of hospital services and patient satisfaction.