Branding Agency for Building a Consistent Digital Image of Healthcare Facilities in the Digital Era

Aninthiasari Aninthiasari; Desak Made Febri Purnama Sari

doi:10.59261/bustechno.v7i4.800

Authors

Aninthiasari Aninthiasari Universitas Pendidikan Nasional
Desak Made Febri Purnama Sari Universitas Pendidikan Nasional

DOI:

https://doi.org/10.59261/bustechno.v7i4.800

Keywords:

Branding Agency, Healthcare Industry, Digital Image, Health Communication, Business Feasibility, Marketing Strategy

Abstract

Background: Digital transformation is driving healthcare facilities to establish a consistent and accessible public image. However, many hospitals and clinics, particularly in nonmetropolitan areas.

Objective: This study aims to assess the strategic development potential and preliminary business feasibility of a branding agency specifically serving healthcare facilities.

Methods: This study used an exploratory, descriptive mixed-methods approach, with qualitative analysis as the primary method and a preliminary financial assessment as supporting analysis. Data were collected through semistructured interviews, observations of healthcare facilities’ digital media, and documentation, and were analyzed using PESTLE analysis, SWOT analysis, Porter’s Five Forces, the VRIO framework, and the Value Proposition Canvas.

Results: The results indicate that there is a market opportunity for a healthcare branding agency due to the increasing need for digitalization, the limited number of agencies specializing in healthcare communication, and the high demand among healthcare facilities for brand identity development, educational content, and digital reputation management. The business’s competitive advantages lie in its understanding of healthcare communication regulations, humanistic approach, creative capabilities, and use of data-driven strategies. Nevertheless, the business faces challenges such as limited multidisciplinary human resources, price competition, the need to educate potential clients, and the risk of violating healthcare promotion ethics.

Conclusion: Overall, a branding agency specializing in the healthcare industry has the potential to be developed as a strategic partner to help healthcare facilities build a consistent, professional, and trustworthy digital image. Future research should incorporate comprehensive market validation and definitive financial analysis to strengthen the feasibility assessment.

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