UNIVERSITAS AIRLANGGA



Detail Article

Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 11 / No. 3 / Published : 2013-09

Order : 6, and page :139 - 144

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Original Article :

The arrangement of brand expression based on marketing strategy and brand strategy

Author :

  1. Ilham A. Ridlo*1
  1. Rumah Sakit Bedah Surabaya

Abstract :

Based on the existing efficiency hospital indicator data, the performance of inpatient services of RS Baptis Batu in 2010 did not meet the expected performance (i.e., Bed Occupancy Rate 36,86%; Average Length of Stay 3,63 days; Turn Over Interval 6,68 day; and Bed Turn Over 34,51 times). The aim of this study was to arranged the brand expression based on marketing strategy and brand strategy in Batu Baptist Hospital. This study used an observational and descriptive study and 100 respondents were selected using a simple random sampling. The respondents were interviewed by using a standardized questionnaire. Descriptive analysis was used to descript the variables. Focus group discussion was carried out to discuss the issues strategies in order to identify brand expression recommendated to the hospital. The findings showed that the segmentation is based on the origin of sub-district, profession, monthly salary, and pay method. The business targets in Batu Baptist Hospital were farmers and entrepreneurs with the range of income between Rp.900.000–1.800.000 and out-of-pocket method for personal health cost. The positioning of this hospital is “hospital with complete and qualified services”. The brand strategy Batu Baptis Hospital consist of line extension and brand extension. The result from this study is the brand of Batu Baptis Hospital should be strengthened in order to be closer to the society living in Batu Municipality.

Keyword :

marketing strategy, brand strategy, brand expression,


References :

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Gelder, SV.,(2005) Global Brand Strategy London : Kogan Page

Janonis, Dovalienė A, Virvilaitė R.,(2007) Relationship of Brand Identity and Image Vol 1(51), pp. 69–79. : Journal Engineering Economics

Kartajaya, H.,(2010) Connect – Surfing New Wave Marketing Jakarta : PT Gramedia Pustaka Utama

Keegan, Warren J., Mark CG.,(2008) Global Marketing. 5th ed Englewood Cliffs, NJ : Pearson Prentice Hall

Kotler, P. and Shalowitz, J.,(2008) Strategic Marketing for Health Care Organizations San Fransisco : Jossey-Bass

Schultz DC and Barnes BE.,(1999) Strategic Brand Communication Campaigns USA : NTC Bussiness Books





Archive Article

Cover Media Content

Volume : 11 / No. : 3 / Pub. : 2013-09
  1. Nursing Management Process Analysis In Improving Nursing Care Documentation
  2. Satisfied Demand Improvement Of Inpatient Service In Sumberwudi Clinic Lamongan Based On Demand, Organization, And Environment Factors
  3. The Influence Of Work Satisfaction And Organizational Commitment To Turnover Intention Of Lecturers
  4. Efforts To Support The Operating Room Utilization Based On Working Units Performance Management
  5. Interpersonal Communication Improvement Based On The Mindsets Of Midwifes On Mother-child Health Handbook
  6. The Arrangement Of Brand Expression Based On Marketing Strategy And Brand Strategy
  7. Redesign General Emergency Life Support Training In Dr. Soetomo District Hospital (approach Evaluation Training Programme)
  8. Analysis Of Work Attitudes Effect On In-role Performance And Organizational Citizenship Behavior (ocb)
  9. Strategy To Improve Drug Purchase In The Medicine Room Through Customer Relationship Management (crm)
  10. Efforts To Increase The Utilization Of Hospital Maternity Ward Based On Secure Customer Analysis
  11. Officer Obedience In Implementing Standard Operating Procedures

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