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Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 4 / No. 3 / Published : 2006-09

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Original Article :

Market analysis as a base for developing promotion mix at surabaya dr.soetomo general hospital menopause clinic

Author :

  1. Sri Rochani Imanijah*1
  2. Widodo J. Pudjirahardjo*2
  3. Ernawaty*3
  1. RSU Dr. Soetomo Surabaya
  2. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  3. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya

Abstract :

The term “menopause” denotes the final cessation of menstruation where it can create clinical disadvantages causing problem to the quality of women’s life. The higher the women’s age, the more signs and symptoms the women endure. Therefore, Dr.Soetomo General Hospital (DSGH) in Surabaya attempts to maintain women’s life facing menopause by providing an outpatient unit (clinic) of Menopause. However, the real condition shows an average of 0.767 visiting patient daily. The inefficient and underperformed Menopause clinic was also effecting DSGH income generating. It is necessary to empower the clinic whilst it will simultaneously increase DSGH revenue. To answer this problem, certain efforts and strategic steps are required to do through a marketing policy. This marketing research was geared to find information about consumer’s factors i.e. characteristics of demography, geography, socio-economy, psychography, need, environment and in the mean time also considering the promotion mix which was already performed by DSGH.This was an observation research done cross sectionally with survey as means to collect data. The result was used to formulate DSGH Menopause Clinic promotion mix in accordance with potential consumer buying decision process, DSGH promotion activities, and promotion mix from the result of the Focus Group Discussion. Then, a promotion mix was formulated based on potential consumer buying decision process (characteristics of potential consumers, environmental factor) and different promotion mix forms, according to characteristic’s segmentation result, environmental impact to buying decision process and the purpose of promotion mix (get attention, education, remembrance, and assurance). The result was a promotion mix recommendation i.e.determining the purpose; identifying the market; formulating the content, and deciding the form and frequency of promotion mix. Potential consumer buying decision process has several stages, among others are: stage II.A.2, potential consumer who knows that she has menopause, does not need any service, need information (3.2%); and stage II.B.(i), potential consumer who has never utilized, does not know the presence of Menopause Clinic (81.9%).Each stage has its own buying decision process, both can have similar promotion mix, but the purpose and the content must be different. The frequency of promotion mix is adjusting to the available fund.

Keyword :

menopause clinic, promotion mix, buying decision process,


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Archive Article

Cover Media Content

Volume : 4 / No. : 3 / Pub. : 2006-09
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  2. Satisfactory level of poor family partaker at the outpatient unit of dr.cipto mangunkusumo national center hospital pediatric department
  3. Efforts in developing surabaya al irsyad hospital nurses’ commitment based on analysis of influencing factors on nurses’ commitment
  4. Metafora politik sebagai pendekatan manajemen (sebuah alternatif pendekatan manajemen)
  5. The implementation of crm in public health centers and hospitals as an alternative for service marketing strategy
  6. Analysis on the factors affecting the performance of the dentists in providing oral heath service in jember regency public health centers
  7. Market analysis as a base for developing promotion mix at surabaya dr.soetomo general hospital menopause clinic
  8. Coping with customer complaints