UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 4 / No. 1 / Published : 2006-01

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Original Article :

Marketing strategy based on customer relationship marketing grounded on exchange value analysis to improve one- day-surgery service at lavalette hospital, malang, 2005

Author :

  1. Didin Mirandani*1
  2. Thinni Nurul Rochmah*2
  3. Ratna Dwi Wulandari*3
  1. RS Paru Dungus, Kec. Wungu, Kab. Madiun. Kode Pos 63138, Indonesia
  2. Bagian Administrasi Kesehatan Masyarakat FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia
  3. Bagian Administrasi Kesehatan Masyarakat FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia

Abstract :

Malang Lavalette Hospital (MLH) is a private hospital holding to its excellent strategy of “Core Competence of Surgery Unit”. The problem faced by MLH is its low achievement of one-day-surgery (ODS) from the normative target of 1960 ODS/year in 2001-2004. The surgeons are considered to be the highest contributing factor to ODS service improvement, ODS patients, and to potential patients (future customers). The purpose of this research was to devise a customer relationship strategy grounded on exchange value analysis, solely to increase the ODS rate at MLH. This was an observational cross-sectional study carried-out from April to May 2005 at MLH. Primary data through questionnaires was collected from MLH and from researcher observation. The sample was taken by a random sampling method amounting to 10 surgeons, 30 patients, and 35 potential patients. The frequency distribution was used to analyse data. The result of the study revealed that 30% of surgeons who performed ODS at MLH were of orthopedic expertise, the rest were from other various specialties. Patient motivations to do ODS at MLH were because of doctor’s order (46,7%), patient’s company had a business relation with MLH, hospital distance was close to patient’s home, relatives of MLH personnel, and because of other patient’s info. The patients (74.3%) expressed their willingness to be treated at MLH if ODS was performed, and the reason they chose MLH for ODS was because of good and quick service (22.86%).The result of exchange value performance showed that not all customer groups received the value similarly. These differences occured among MLH and ODS’s patients and potential patients, between MLH and the surgeons and also between the surgeons and the ODS’s patients along with potential patients. Recommendations to formulate customer relationship marketing grounded on the-exchangevalue process are: available ODS’s online information through website,customer service and phone-line-on-cost, time-of-service, type and number of service-package, and facilities-offered; providing a 24- hours-nurse-line post-ODS-service as an ODS after-service consultation whenever there are any complaints. To make customer membership, mailing-list for the customer and customer gathering.

Keyword :

Customer Relationship Marketing, One-Day-Surgery, Exchange Value,


References :

V. Allee,(2000) Journal of Business Strategy - : Journal of Business Strategy

K.D. Blanchet,(1985) Ambulatory Surgery : The Handbook of Hospital Admitting Management Rockville, Maryland : Aspen Syatem Corporation

M. Christoper,(2002) Relationship Marketing : Creating Stakeholder Value England : -

S. Hendrawati,(2003) Tesis: Strategi Pemasaran Klinik One Day Care Rumah Sakit Gandaria Jakarta Jakarta : Pascasarjana, Universitas Indonesia

H. Kartajaya,(2004) Marketing in Venus Jakarta : PT. Gramedia Pustaka Utama

P. Kotler,(1997) Manajemen Pemasaran : Analisis Perencanaan, Implementasi dan Kontrol. Edisi Bahasa Indonesia Jilid I dan II Jakarta : PT. Prehalindo

A. Payne,(1993) The Essence of Services Marketing. Edisi Bahasa Indonesia Jilid I Yogyakarta : Penerbit Andi

Widodo J. Pudjiraharjo,(2004) Makalah seminar “Customer Relationship Marketing (CRM)” Sebagai Solusi Ekstensi Industri Pelayanan Kesehatan di Masa Depan Surabaya : -

F. R



Archive Article

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Volume : 4 / No. : 1 / Pub. : 2006-01
  1. Smart People To Know About Competitive Advantages Strategy
  2. Economic Value Of Farmers’ Health Occurred During The Green Revolution In Indonesia: A Health Impact Study
  3. Analysis Of Surabaya Community Eye Health Clinic Strategic Location Using Gravity Center Approach Analytical Theory As A Base To Identify Social Lost (a Case Study In Surabaya)
  4. Marketing Strategy Based On Customer Relationship Marketing Grounded On Exchange Value Analysis To Improve One- Day-surgery Service At Lavalette Hospital, Malang, 2005
  5. A Gross Premium Model Of Jember University Unej Medical Center (umc) Student Health Care Maintenance
  6. An Analysis Of Customer Buying Behavior To Increase The Utilization Of Bangli Regional Hospital
  7. Developing A Prescription Queue System Model In Special Pharmacy Unit For Outpatient Holders Of Askes Health Insurance At Rspad Gatot Soebroto 2005

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