Penerapan CRM dalam Era Transformasi Marketing dan PR Digital: Studi Kasus Halodoc

Mashitha Trisha Hellena; Bekti Istiyanto; Yudie Aprianto

doi:10.70716/perseptif.v4i4.892

Authors

Mashitha Trisha Hellena Program Studi Magister Ilmu Komunikasi, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia Author
Bekti Istiyanto Program Studi Magister Ilmu Komunikasi, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia Author
Yudie Aprianto Program Studi Magister Ilmu Komunikasi, Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia Author

DOI:

https://doi.org/10.70716/perseptif.v4i4.892

Keywords:

Customer Relationship Management, Marketing Transformation, Digital PR, Communication Strategy, Halodoc

Abstract

Communication strategies play a key role in the marketing process, particularly in the digital age. Changes in the era and times bring about changes within society. This study aims to identify and examine the application of CRM through the transformation of marketing and Public Relations (PR) in the digital age, focusing on a case study of Halodoc’s communication strategy. Furthermore, its primary objective is to analyse the quality and services offered by the Halodoc app as a pioneer of telemedicine in Indonesia. This study utilises concepts from Customer Relationship Management (CRM) theory. Employing a qualitative approach and case study methodology, data were collected through in-depth interviews, media monitoring and documentary analysis, supported by online observation. The findings of this study have contributed to the strengthening of Customer Relationship Management (CRM) theory within the healthcare sector. In this regard, Halodoc has facilitated the digital transformation of healthcare services in a straightforward and flexible manner, supported by Data Protection Standard Operating Procedures (SOPs). Data analysis in this study was conducted using NVivo to formulate adaptive and structured communication strategies. This research confirms that the digital era has had a significant impact on the transformation of marketing and public relations processes within the healthcare industry, and that CRM plays a key role in fostering sustainable relationships with customers.

References

Adnan, A. Z., Rahayu, A., Hendrayati, H., & Yusuf, R. (2021). The Role of Electronic Customer Relationship Management (E-CRM) in Improving Service Quality. Journal of Physics: Conference Series, 1764(1). https://doi.org/10.1088/1742-6596/1764/1/012051

Andrianto, A., Kusuma, A., Rezi, & Ariyaningsih, S. (2023). Korelasi Kejahatan Siber Dengan Percepatan Digitalisasi Di Indonesia. Justisia : Jurnal Ilmu Hukum, 1(Cybercrime, Digitalization, Cybersecurity Awareness, Regulation), 1–11.

Badan Pusat Statistik. (2024). Statistik Telekomunikasi Indonesia 2024. https://www.bps.go.id/id/publication/2025/08/29/beaa2be400eda6ce6c636ef8/statistik-telekomunikasi-indonesia-2024.html

Basalamah, A. Vita, N. I., & Barus, R. P. (2025). Pengalaman Komunikasi Pasien Aplikasi Halodoc (Studi Fenomenologi Pengalaman Pasien Aplikasi Halodoc Di Sekolah Tinggi Ilmu Komunikasi Pembangunan Medan. Communique: Jurnal Ilmiah Ilmu Komunikasi, Vol. 7 No., 420.

Calista, N., Hafiar, H., & Priyatna, C. C. (2025). Analisis Media Monitoring Terhadap Pembangunan Smart Office PT Telkom Indonesia di Ibu Kota Nusantara. Deliberatio: Jurnal Mahasiswa Komunikasi, 5(1), 1–10. https://doi.org/10.59895/deliberatio.v5i1.337

EMedia DPR RI. (2026). No Title. EMedia DPR RI. https://emedia.dpr.go.id/news/2026/02/27/persoalan-sistemik-kebocoran-data-pribadi-ujian-serius-bagi-negara-di-era-digital

Fernando, A. B., Indrabudi, B. R., & Hendrayani, Y. (2025). Strategi Public Relations dalam Meningkatkan Citra Perusahaan di Era Digital. Jurnal Riset Public Relations, 113–124. https://doi.org/10.29313/jrpr.v5i2.7487

Fitriani, P. A., & Utari, S. A. (2024). Upaya Public Relations Melalui Customers Relations Managament Mitsubishi Suryopranoto. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 2(2), 222–233. https://doi.org/10.47861/tuturan.v2i2.953

Halodoc. (2025). SYARAT DAN KETENTUAN PERLINDUNGAN DATA PRIBADI PASIEN. Halodoc. https://www.halodoc.com/syarat-dan-ketentuan-perlindungan-data-pasien

Hambali, E. J., & Salma, A. N. (2023). Strategi Marketing Communication Media Sosial Instagram Dalam Membangun Citra Perusahaan Pt Pos Indonesia (Persero). E-Proceeding of Management, 10(4), 3319–3327.

Harahap, G., Krahara, Y. D., Polimpung, L. J. C., Hasanah, Ramadhi, Fikriando, E., Nurdin, Siddiqa, H., Annas, M., Rachmadi, K. R., Anggraini, D. T., Sangadah, H. A., Shofia, A., Junaida, E., Meliana, & Chakim, M. H. R. (2024). Perilaku Konsumen: Teori dan Praktik. Sada Kurnia Pustaka.

Hess, T., Christian, M., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive. MIS Quarterly Executive, 2, 123–139.

Juanamasta, I. G., Wati, N. M. N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N. S., Setiawati, A. P., Susetyorini, S., Elan, U., Rusdiyanto, R., Astanto, D., Ulum, B., Khadijah, S. N., Trimarjono, A., Syafii, M., Mubarroq, A., Kristiningsih, K., Pratiwi, R. D., Veri, V., … Umanailo, M. C. B. (2019). The role of customer service through customer relationship management (Crm) to increase customer loyalty and good image. International Journal of Scientific and Technology Research, 8(10), 2004–2007.

Kotler, P., & Armstrong, G. (2021). Principles of Marketing. Pearson Education Limited.

Legner, C., Eymann, T., Hess, T., Christian, M., Böhmann, T., Drews, P., Mädche, A., Urbach, N., & Ahlemann, F. (2017). Digitalization: Opportunity and Challenge for the Business and Information Systems Engineering Community. Business & Information System Engineering. https://doi.org/https://doi.org/10.1007/s12599-017-0484-2

Nadkarni, S., & Prugl, R. (2020). Digital Transformation: A Review, Synthesis and Opportunities for Future Research. Management Review Quarterly, 71.

Nuramalina, Putri, E. Y., Hartini, M. S., Rimadhani, S. N., Hayati, E. L. N., & Widianti, V. R. (2025). Analisis Pestel Dan Strategi Diferensiasi Pada Bisnis Health-Tech Di Indonesia : Studi Kasus Halodoc. 1(1), 44–57.

Oktophilus, M., Studi, P., Terapan, S., Bisnis, A., Administrasi, J., & Bandung, P. N. (2022). Customer Relationship Management , Sebuah Bentuk Komunikasi Perusahaan Untuk. 1, 45–55.

Pemerintah Pusat. (2022). Undang-undang (UU) Nomor 27 Tahun 2022 tentang Pelindungan Data Pribadi. Pemerintah Pusat, (016999), 1.

Peras, D., Mekovec, R., & Picek, R. (2018). Influence of GDPR on Social Networks Used by Omnichannel Contact Center. 41st International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO). https://doi.org/10.23919/MIPRO.2018.8400206

Richard West & Lynn H. Turner. (2023). Pengantar Teori Komunikasi: Analisis dan Aplikasi (Edisi 5, Buku 2). Salemba Humanika.

Riswanto, A., Joko, Napisah, S., Boari, Y., Kusumaningrum, D., Nurfaidah, & Judijanto, L. (2024). Ekonomi Bisnis Digital: Dinamika Ekonomi Bisnis di Era Digital. Sonpedia.

Sabina, N. K., Tanjung, S. M., NurSyifa, P., & Saleh, M. Z. (2024). Strategi Pelayanan Berbasis Digital pada Aplikasi Kesehatan (Halodoc). Business and Investment Review, 2(6), 1–6. https://doi.org/10.61292/birev.138

Shabrina, S. (2025). APJII Rilis Data Terbaru 2025: Pengguna Internet di Indonesia Capai 229 Juta Jiwa. Teknologi.Id. https://teknologi.id/tekno/apjii-rilis-data-terbaru-2025-pengguna-internet-di-indonesia-capai-229-juta-jiwa

Wibowo, A. (2023). Teori & Praktek CRM (Customer Relationship Management). Yayasan Prima Agus Teknik.