Branding and Marketing Strategies for Traditional Healthcare Services in Hospitals: A Narrative Review of Innovative Integration to Enhance Public Acceptance and Trust

Abstrak

Background: The integration of traditional healthcare services within modern hospital settings faces intricate perceptual and systemic challenges regarding public acceptance and trust (public trust).Objective: To critically analyze and synthesize strategic branding and innovative marketing frameworks for traditional healthcare services in hospitals, focusing on mechanisms to elevate public acceptance and trust.Methods: A structured thematic narrative synthesis was conducted across four major electronic databases: PubMed, Google Scholar, ScienceDirect, and Semantic Scholar (covering literature published from 2000 to 2026). The qualitative synthesis categorized evidence into key thematic pillars: Patient-Centered Care paradigm shifts, the expanded 7Ps marketing mix, Marketing Technologies (MarTech), psycho-cultural dynamics, and the management of Non-Marketing Employees (NMEs) in clinical environments.Results: Successful integration of traditional healthcare marketing hinges upon five fundamental pillars: (1) Transitioning toward a patient-centered model that prioritizes holistic quality of life and patient value creation; (2) Aligning the 7Ps marketing mix with five essential hospital image dimensions; (3) Deploying evidence-based MarTech strategies (SEO, clinical content marketing, AI-driven CRM, and multi-platform social media) to address the market reality where 75% of patients evaluate healthcare facilities online; (4) Navigating psycho-cultural dynamics to diminish cognitive dissonance and social stigma; and (5) Mitigating Marketing Dispersion among clinical staff (NMEs) through Idea Catalysis, Complementary Positioning, and End-User Reframing.Conclusion: Branding and marketing of traditional healthcare services in hospitals transcend mere commercial promotion; they are ethical, strategic, and communicative instruments necessary to cultivate public trust, bridge ideological divides between conventional and traditional medicine, and foster sustainable, holistic patient care.