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Authors: Muhadi Muhadi 1 and Winda Lusia 2

Affiliations: 1 STIKES Yayasan Dr. Soetomo, Indonesia ; 2 RSU Haji, Indonesia

Keyword(s): marketing strategy, marketing mix, specialistic polyclinic

Abstract: Patient-oriented services have an impact on the trend of new patient visit. There has been a decline in this trend over the last 3 years. RSU Haji (Haji General Hospital) established a minimum number of new patient visit with a minimum annual standard of 10% of total visits. The aims of this research was to analyze its marketing strategy and marketing mix in RSU Haji Surabaya. The method of this research was the observational study approach, in which the researcher conducted the research on new customers. The design used in this research was cross-sectional study model. The instrument of this research was questionnaire that had been validated before in which from the total of 68 new patient samples used inclusion criteria. The result of this research segmentation aspect was dominated by health assurance group that came from self-employed employee whose income was below regional minimum wage. Positioning aspect of hospital used “strategic location, friendly service and comfortability" . The market target found two main groups of general patients and health assurance. Product and promotion aspect was considered to be sufficient because RSU Haji still did not optimize the marketing strategy while the aspect price and place is good. (More)

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Paper citation in several formats:
Muhadi, M. and Lusia, W. (2018). Analysis Of Marketing Strategy And Marketing Mix On New Patient Visit Of Specialistic Polyclinic. In Proceedings of the 2nd International Symposium of Public Health - ISOPH; ISBN 978-989-758-338-4; ISSN 2184-3643, SciTePress, pages 37-40. DOI: 10.5220/0007508700370040

@conference{isoph18,
author={Muhadi Muhadi. and Winda Lusia.},
title={Analysis Of Marketing Strategy And Marketing Mix On New Patient Visit Of Specialistic Polyclinic},
booktitle={Proceedings of the 2nd International Symposium of Public Health - ISOPH},
year={2018},
pages={37-40},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007508700370040},
isbn={978-989-758-338-4},
issn={2184-3643},
}

TY - CONF

JO - Proceedings of the 2nd International Symposium of Public Health - ISOPH
TI - Analysis Of Marketing Strategy And Marketing Mix On New Patient Visit Of Specialistic Polyclinic
SN - 978-989-758-338-4
IS - 2184-3643
AU - Muhadi, M.
AU - Lusia, W.
PY - 2018
SP - 37
EP - 40
DO - 10.5220/0007508700370040
PB - SciTePress

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