UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

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

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Original Article :

The implementation of crm in public health centers and hospitals as an alternative for service marketing strategy

Author :

  1. Evie Sopacua*1
  1. Pulitbang Sistem Dan Kebijakan Kesehatan

Abstract :

In this era of decentralization, public health centers and hospitals are in a transition period to become a businesslike organization. Consequently, they need a specific marketing strategy such as Customer Relationship Marketing (CRM). CRM emphasizes on a one-message-for-one-person method based on customer as the main focus, on how to retain the customers and on how to change them to become loyal. To achieve the purpose, a marketing database is needed and data are collected from health centers and hospitals system audit, from customer’s data and from the relation of customer to finance. The auditing results generate issues to expand CRM program development. CRM is a business concept and profit-oriented, and yet CRM can be implemented in non-profit organizations such as public health centers and hospitals. Some terms such as lifetime value should be adjusted according to the task of public health centers and hospitals and described in operational definitions. Customizing and retaining customers to be loyal is an essential knowledge for human resource in public health centers and hospitals taking into consideration that loyal customer will increase organization profit and simultaneously improve employees’ welfare and stake holder’s satisfaction.

Keyword :

customer relationship marketing, hospital, health center,


References :

S. Chan,(2002) Relationship Marketing Jakarta : PT Gramedia Pustaka Utama

R. Lupiyoadi,(2004) Entrepreneurship from mindset to strategy Jakarta : Penerbitan Fakultas Ekonomi Universitas Indonesia

A Mills,(1991) Desentralisasi Sistem Kesehatan Yogyakarta : Gajah Mada University Press

J.P. Vaughan,(1991) Desentralisasi Sistem Kesehatan Yogyakarta : Gajah Mada University Press

D.L. Smith,(1991) Desentralisasi Sistem Kesehatan Yogyakarta : Gajah Mada University Press

I. Tabibzade,(1991) Desentralisasi Sistem Kesehatan Yogyakarta : Gajah Mada University Press

Widodo J. Pudjirahardjo,(2003) Customer Relationship Marketing. Makalah dalam Seminar Customer Relationship Marketing Surabaya : Pasca Sarjana Universitas Airlangga

J. Setyawan,(2003) Customer Relationship Management. Makalah dalam Seminar Customer Relationship Marketing Surabaya : Pasca Sarjana Universitas Airlangga

J. Setyawan,(2002) Customer Loyalty vs Customer Profitability. Makala



Archive Article

Cover Media Content

Volume : 4 / No. : 3 / Pub. : 2006-09
  1. Hubungan Dokter-pasien Di Unit Rawat Jalan Dan Rawat Inap Rumah Sakit Pelabuhan Surabaya
  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

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