Peningkatan persaingan layanan kesehatan di era digital mendorong rumah sakit untuk mengadopsi strategi pemasaran yang lebih adaptif dan efektif. Rumah Sakit Islam Aysha, sebagai rumah sakit umum tipe C yang baru berdiri di wilayah Cibinong, memerlukan strategi pemasaran digital yang tepat untuk meningkatkan visibilitas, daya saing, dan loyalitas pasien. Penelitian ini bertujuan merumuskan strategi pemasaran digital berbasis bauran pemasaran (7P) yang dapat diterapkan di RS Islam Aysha. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, kuesioner bauran pemasaran, serta telaah dokumen. Hasil penelitian menunjukkan bahwa RS Islam Aysha memiliki kekuatan pada aspek sumber daya manusia, lokasi strategis, dan layanan Islami, namun masih perlu penguatan di bidang promosi digital, pengelolaan website, dan edukasi kesehatan masyarakat. Berdasarkan analisis SWOT, matriks IFE-EFE, IE, serta TOWS, disusun strategi agresif yang berfokus pada penetrasi pasar digital, promosi tematik berbasis media sosial, optimalisasi website layanan, serta penguatan citra rumah sakit Islami. Strategi bauran pemasaran digital yang terintegrasi diharapkan mampu meningkatkan kepercayaan masyarakat, loyalitas pasien, serta memperkuat posisi RS Islam Aysha di tengah persaingan layanan kesehatan.

The increasing competition in healthcare services in the digital era has driven hospitals to adopt more adaptive and effective marketing strategies. Rumah Sakit Islam Aysha, as a newly established type C general hospital in the Cibinong area, requires an appropriate digital marketing strategy to enhance its visibility, competitiveness, and patient loyalty. This study aims to formulate a digital marketing strategy based on the marketing mix (7P) approach applicable to Rumah Sakit Islam Aysha. The research employed a descriptive qualitative method through in-depth interviews, marketing mix questionnaires, and document reviews. The findings revealed that Rumah Sakit Islam Aysha has strengths in human resources, strategic location, and Islamic-based healthcare services but requires improvement in digital promotion, website management, and community health education. Based on SWOT analysis, IFE-EFE, IE, and TOWS matrices, an aggressive strategy was developed focusing on digital market penetration, thematic campaigns through social media, optimization of service websites, and strengthening the hospital’s Islamic brand image. The integrated digital marketing mix strategy is expected to improve public trust, increase patient loyalty, and strengthen the competitive position of Rumah Sakit Islam Aysha within the healthcare service industry.