UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 3 / No. 1 / Published : 2005-01

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Original Article :

A marketing strategy and tactic to increase bor of puri rahayu main ward of negara general hospital in jembrana regency

Author :

  1. Ni Wayan Rustiati*1
  2. Thinni Nurul Rochmah*2
  1. Rumah Sakit Umum Negara, Jl. Pulau Komodo No.11 Negara- Bali 82217, Indonesia
  2. Bagian Administrasi Kesehatan Masyarakat FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia

Abstract :

This study was a marketing research learning consumers’ characteristics and evaluating internal condition of Negara General Hospital (NGH) based on 7P aspects of marketing mix (product, price, promotion, place, people, process, and physical facilities). The purpose of this study was to formulate a marketing strategy for Puri Rahayu Main Ward (PRMW) based on market segment, target and product position through FGD (Focus Group Discussion) and researcher’s analysis. Carried out at PRMW from April to May 2004, the number of respondents was 114 taken from total inpatients of PRMW and from outpatients by simple random sampling. The result showed that the market segment of NGH was the community in Negara district within a distance range of their homes at an average of 0 – 10 kilometers to NGH, the majority were entrepreneurs, with an income of > Rp 1,250,000.00, aged 31- 45 years old, high school graduates. They wanted comfortable rooms at PRMW and they certainly required specialists’ services. The marketing strategy of PRMW according to 7 P mix-marketing was as follows: 1) from product aspect: to add specialists’ services; 2) from price aspect: to keep the existing tariff; 3) from promotion aspect: to produce leaflets with PRMW’s detailed information; 4) from place aspect: to change the work system of cleaning service so that the cleanliness of PRMW was maintained; 5) from people aspect: to give a customer-service-training to NGH employees and to hold a training improving their skills and knowledge; 6) from process aspect: to always do the existing standard operating procedure (SOP) and to simplify and speed-up the procedure; and 7) from physical facilities aspect: to keep comfortable beds and to maintain comfortable rooms

Keyword :

marketing strategy, STP (segmentation-targettingpositioning), marketing mix, main ward,


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Archive Article

Cover Media Content

Volume : 3 / No. : 1 / Pub. : 2005-01
  1. Marketing Efforts Of The Ambulatory Unit Of Taman Public Health Center Based On Analysis Of Characteristics And Buying Behavior Of The Community
  2. Formulating Marketing Efforts To Increase The Utilization Of Inpatient Ward Of Negara General Hospital Through Consumer’s Behaviour Factor Analysis
  3. A Marketing Strategy And Tactic To Increase Bor Of Puri Rahayu Main Ward Of Negara General Hospital In Jembrana Regency
  4. Marketing Effort To Minimize The Count Of “loss” Prescriptions At The Surabaya Hajj General Hospital Pharmacy
  5. Analysis On Customers’ Expectation And Their Basis In Choosing Hospitals In Order To Determine Hospital’s Market Growth Strategy (a Study On The Interceptive Area Of Adi Husada Kapasari Hospital)
  6. Cross-selling And Gainsharing Internal Marketing Of Oral And Dental Health Services Based On Organizational And Human Resources Analysis (a Case Study At Surabaya Medokan Ayu Public Health Center)

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