Digital Marketing Strategy (DMS) in Communication Advantage: A Systematic Literature Review (SLR) Approach in Asian Healthcare Industry

Abstract

Marketing–IT alignment has been widely accepted as a framework for integrating IT and marketing strategies for decades. The current systematic review evaluated and synthesised the academic literature on marketing strategies, adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines for scoping reviews. In recent years, the rise of the digital marketing strategy (DMS) concept has been driven by the widespread adoption of digital technologies. Information technology can be seen as an integral part of any company's overall strategy when approached in this way.

In the context of the Asian healthcare industry, the adoption of digital marketing strategies has become increasingly important due to the rapid digitisation of healthcare services and the growing emphasis on patient-centric care. Many healthcare organisations in Asia can benefit from the DMS concept, leveraging digital tools and platforms to enhance patient engagement, streamline service delivery, and improve health outcomes. Recent research has made significant progress in exploring individual DMS dimensions, such as patient data analytics, telemedicine marketing, and digital content strategies for health education.

With this information, we create an integrative framework tailored to the Asian healthcare industry that includes DMS antecedents, components, the development process, and final outcomes. Our study lays the groundwork for future DMS-related research in healthcare to be improved systematically. To help healthcare managers and policymakers better understand and apply this critical concept, our framework sets the stage for a deeper understanding and effective implementation of digital marketing strategies, ultimately contributing to better healthcare delivery and patient satisfaction across Asia.