<![CDATA[Competition in healthcare services in Binjai requires hospitals to develop marketing strategies that not only attract patients but also ensure a consistent service experience. Bidadari Binjai General Hospital faces patient-visit growth that has not been sufficiently strong, creating a need for a more integrated strategy. This study aims to analyze the implementation of the service marketing mix, identify implementation constraints, and formulate strategies to strengthen competitiveness through the Integrated Service Management (ISM) framework. A descriptive qualitative approach was applied using purposive participant selection. Data were obtained through in-depth interviews with hospital management and patients, complemented by observations of service processes and the physical service environment. Data were analyzed using an interactive model consisting of data reduction, data display, and verification, and were subsequently synthesized through SWOT analysis. The findings indicate that the hospital’s main strengths are specialist services, accessible location and digital access, and competent and friendly human resources. Major constraints relate to service-process consistency, workforce distribution, internal communication, and physical evidence, particularly cleanliness and supporting facilities. The novelty of this study lies in integrating the service marketing mix with ISM and SWOT to formulate strategies that connect service-culture reinforcement, process digitalization, quality control, and integrated marketing communication. This integrated approach is expected to strengthen service differentiation and support sustainable hospital competitiveness. Persaingan layanan kesehatan di Kota Binjai menuntut rumah sakit membangun strategi pemasaran yang tidak hanya menarik pasien, tetapi juga memastikan pengalaman layanan yang konsisten. RSU Bidadari Binjai menghadapi kondisi kunjungan pasien yang belum bertumbuh secara kuat sehingga diperlukan penguatan strategi yang terintegrasi. Penelitian ini bertujuan menganalisis implementasi bauran pemasaran jasa, mengidentifikasi kendala pelaksanaannya, dan merumuskan strategi peningkatan daya saing melalui kerangka Integrated Service Management (ISM). Penelitian menggunakan pendekatan kualitatif deskriptif dengan pemilihan partisipan secara purposif. Data diperoleh melalui wawancara mendalam dengan pihak manajemen dan pasien serta observasi proses dan lingkungan layanan. Analisis dilakukan menggunakan model interaktif melalui reduksi, penyajian, dan verifikasi data, kemudian disintesis dengan analisis SWOT. Hasil penelitian menunjukkan bahwa kekuatan utama rumah sakit terletak pada layanan spesialis, akses lokasi dan layanan digital, serta kompetensi dan keramahan sumber daya manusia. Kendala utama berada pada konsistensi proses layanan, pemerataan tenaga kesehatan, komunikasi internal, dan bukti fisik terutama kebersihan serta fasilitas penunjang. Kebaruan penelitian terletak pada integrasi bauran pemasaran jasa dengan ISM dan SWOT untuk menghasilkan strategi yang menautkan penguatan budaya pelayanan, digitalisasi proses, pengendalian mutu, serta komunikasi pemasaran secara terpadu. Pendekatan tersebut diarahkan untuk memperkuat diferensiasi layanan dan daya saing rumah sakit secara berkelanjutan.]]>
