UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

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

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Original Article :

Marketing efforts of the ambulatory unit of taman public health center based on analysis of characteristics and buying behavior of the community

Author :

  1. Yuanita Lely R*1
  2. Rika Subarniyati Triyoga*2
  1. Poliklinik Rahman Rahim, Sidoarjo
  2. Bagian Pendidikan Kesehatan dan Perilaku FKM Universitas Airlangga, Jl. Mulyorejo Kampus C UNAIR, Surabaya, 60115, Indonesia

Abstract :

For the past three years the visit rate of ambulatory unit of Taman PHC (Public Health Center) has been less than ten percent. This condition was followed by the increase of the private health centers. These problems needed to be solved. One of the solutions was to use a marketing program. The objective of this research was to recommend several marketing programs based on analysis of characteristics and consumers’ purchasing behavior of the community. The characteristics consist of age, sex, occupation, education, social-class, life style, learning experience, treatment-seeking culture and reference group. This study was a survey, conducted cross sectionally. The sample was taken in May, 2004 using a multistage random sampling method amounting to 120 people. The collected data was tested statistically with multinominal logistic regression, binary logistic regression and chi-square test. Analyzing data produced strategic issues which then be brought to a Focus Group Discussion (FGD). Recommendations were the result of FGD. Several recommended marketing programs were: (1) improving the quality of services and human resources, (2) promoting through leaflet, local radio station and non formal community organization, (3) internal marketing through cross-selling and gainsharing, (4) providing 24 hours hot-line services, (5) optimizing functional billboards by giving an up-to-date health information, (6) controlling the malpractice of alternative or traditional medication, (7) networking with companies which are not covered by Jamsostek.

Keyword :

characteristics, consumers’ buying behavior types, marketing programs, Public Health Center,


References :

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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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