UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 5 / No. 1 / Published : 2007-01

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Original Article :

Formulating marketing efforts to increase the utilization of inpatient ward at the obstetrics and gynecology department of sumenep dr. h. moh. anwar hospital through consumer behavior factor analysis

Author :

  1. Husin Fauzie*1
  2. Stefanus Supriyanto*2
  3. Ernawaty*3
  1. Dinas Kesehatan Kabupaten Sumenep
  2. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  3. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya

Abstract :

Currently, the Obstetrics and Gynecology (ObsGyn) Department of Sumenep Dr.H.Moh.Anwar Hospital (DHMAH) is faced with a dilemmatic condition where they are expected to autonomously cover operational expenses, while the present Bed Occupancy Rate (BOR) is low and tends to decrease. The objective of this research is to develop a marketing strategy that will increase the utilization of inpatient services at the ObsGyn Department of DHMAH. The developed marketing strategy will be based on a consumer behavior analysis focusing on two major factor areas: characteristic and decision process factors. The characteristic factor area was segmented into: individual characteristic factors (education, occupation, area of residence, income); psychological characteristic factors (motivation, attitude, experience, belief); and social characteristic factor (reference group). The decision process factor area was segmented into: need identification, information gathering and alternative evaluation process. This research was a cross-sectional survey study conducted between June 1st and June 30th, 2006. The sample group of this survey consisted of DHMAH ObsGyn Department patients, those who made use of the inpatient care services as well as those who did not. The result showed that consumers whose level of education is basic, farmers, residence is < 25 km, income is < Rp. 1,000,000.00 have high level of motivation, high reinforcing level of attitude, good level of belief, physician and medical personnel reference group, a good level of need recognition process, and lack alternative evaluation process with a tendency to utilize the inpatient services provided at the DHMAH ObsGyn Department. Consumers whose level of education is high, civil servants, residence is ≥ 25 km distance, income is > Rp 1,000,000.00 has a non-reinforcing level of attitude, a poor level of belief, self-determined to be hospitalized, has a good level of need recognition process, and an adequate alternative evaluation process with a tendency not to utilize the inpatient services provided at the DHMAH ObsGyn. Possible marketing efforts that can be implemented by DHMAH ObsGyn are informing hospital staff of the need for quality services, making publications via mass medias, giving more precise and detailed consumer information, establishing cooperative networks with private institutions, providing patient drop-off services, legally binding specialists to contracts, and reviewing service flows.

Keyword :

consumer behavior, hospitalization decision, marketing,


References :

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Archive Article

Cover Media Content

Volume : 5 / No. : 1 / Pub. : 2007-01
  1. The Role For Leaders Of Health Care Organizations In Patient Safety
  2. The Comparison Of Mps Method With Eoq Lot-size Along With Chosen Forecasting Result And Maximum-minimum Stock Level (simulation On Stock Planning And Controlling At Siti Khodijah Hospital)
  3. The Correlation Of Organization Culture Forming Source With The Community Health Center Organization Culture (an Analysis In Kendari Regency And City)
  4. Patient Safety Focusincrease Patient Safety By Creating A Quieter Hospital Environment
  5. Effectiveness Analysis Of The Active And Passive Case Finding Effort Of The New Leprosy Patients Using Cost Effectiveness Analysis Method(a Case Study At Dungkek Public Health Center In Sumenep Regency)
  6. Marketing Mix Strategy And Plan Based On Community Need And Expectation Of Village Comprehensive Health Post (posyandu) Service In Sumenep Regency
  7. Formulating Marketing Efforts To Increase The Utilization Of Inpatient Ward At The Obstetrics And Gynecology Department Of Sumenep Dr. H. Moh. Anwar Hospital Through Consumer Behavior Factor Analysis
  8. Efforts To Accomplish The Target Of Finding Positive Acid Fast Bacilli Among Tb Suspects In The Regency Of South Center Timor, East Nusa Tenggara Province (performance Determinant Analysis Of The Phc Laboratorypersonnel

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