UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

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

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Original Article :

Formulating marketing efforts to increase the utilization of inpatient ward of negara general hospital through consumer’s behaviour factor analysis

Author :

  1. I Made Rai Suwinarta*1
  2. Djazuly Chalidyanto*2
  1. Rumah Sakit Umum Negara, Jl. Wijayakusuma17 Negara- Bali 82212, Indonesia
  2. Bagian Administrasi Kesehatan Masyarakat FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia

Abstract :

Currently, Negara General Hospital (NGH) is faced with a problematic condition which they are expected to autonomously cover operational expenses, while the Bed Occupancy Rate (BOR) is low and tend to decrease. The objective of this research was to develop a marketing strategy that will increase the utilization of inpatient services at NGH. The developed marketing strategy will be based on a consumer behavioral analysis focusing on two major factor areas, characteristic and decision process factors. The characteristic factor areas were segmented into: individual characteristic factors (education, occupation, area of residence, economic condition); psychological characteristic factors (motivation, attitude, experience, value); and social characteristic factor (reference group). The decision process factor areas were segmented into: need identification; information gathering; and alternative evaluation process. This research was a cross-sectional survey study conducted between May 1, and May 30, 2004. The sample group consisted of patients of NGH’s, both those who made use of inpatient care services as well as those who did not. Of the entire sample group, 15 patients made use of inpatient care services, and 15 patients did not. The research revealed that consumers whose level of education is basic, occupation is farming, residence is > 5km distance, income is < Rp500.000 have a high level of motivation, a highly reinforcing level of attitude, a good level of belief, a physician and medical personnel reference group, a good level of need recognition process, and a lacking alternative evaluation process with the tendency to utilize the inpatient services provided at the NGH. Consumers whose level of education is high, occupation is as state civil servants or pensioners, residence is = 5km distance, income is > Rp1.500.000 have a nonreinforcing level of attitude, a poor level of belief, decision to be an inpatient is self-determined, have a good level of need recognition process, and an adequate alternative evaluation process with the tendency not to utilize the inpatient services provided at the NGH. Possible marketing efforts that can be implemented by NGH include providing hospital staff with information of the need for quality services, improving service quality through total quality control schemes, delivering publications via mass medias, giving more precised and detailed consumer information, establishing cooperation networks with private institutions, providing patient drop-off services, legally binding specialists to contracts, and reviewing service flows.

Keyword :

consumer’s attitude, hospitalization decision,


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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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