Human Resource Management in Digital Healthcare Marketing: Developing Competencies for the Digital Era
Keywords:
Healthcare Marketing, Digital Transformation, Human Resource Management, Digital Competencies, Healthcare BusinessAbstract
This study investigates the evolving role of human resource management in developing digital marketing capabilities within the healthcare sector. Through a mixed-method study of 120 healthcare organizations in Indonesia, the research examines how HR practices support digital marketing transformation and talent development. Data collection combined surveys, interviews, and case studies of successful healthcare digital marketing initiatives. The findings reveal that targeted HR strategies in recruitment, training, and skill development significantly impact digital marketing success in healthcare organizations. The study identifies essential digital competencies and provides frameworks for HR practitioners to develop effective digital marketing teams in the healthcare sector.
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