<![CDATA[ABSTRACT Health is an important indicator in Indonesia’s Human Development Index (HDI). Community Health Centers (Puskesmas), as the frontline of primary healthcare services, are required to compete in increasing patient visits through appropriate marketing strategies. Sekincau Community Health Center in West Lampung Regency faces challenges in the form of lower patient visit numbers compared to other health centers, as well as limitations related to location access and service promotion. This study employed a qualitative method with patients and health center staff as research subjects. Data were collected through interviews, observations, and documentation. The data were analyzed using a SWOT matrix, strengthened by IFAS and EFAS analysis to identify strengths, weaknesses, opportunities, and threats. The results indicate that Sekincau Community Health Center has strengths in its close relationship with the community, support from the National Health Insurance (JKN) program, and comprehensive health services (promotive, preventive, curative, and rehabilitative). However, weaknesses include limited human resources, less strategic location access, and low promotional activities. Opportunities arise from increasing public awareness of health and supportive government policies, while threats include competition from other healthcare facilities and socio-cultural factors. Based on the SWOT analysis, Sekincau Community Health Center is positioned in Quadrant I (aggressive strategy), suggesting that it should leverage its strengths to seize opportunities by improving service quality, optimizing health promotion, and strengthening cross-sector collaboration. Keywords: Marketing Strategy, Health Services, SWOT Analysis, IFAS–EFAS, Sekincau Community Health Center. ABSTRAK Kesehatan merupakan indikator penting dalam Indeks Pembangunan Manusia (IPM) di Indonesia. Puskesmas sebagai ujung tombak pelayanan kesehatan dasar dituntut mampu bersaing dalam meningkatkan kunjungan pasien melalui strategi pemasaran yang tepat. Puskesmas Sekincau di Kabupaten Lampung Barat menghadapi tantangan berupa jumlah kunjungan yang lebih rendah dibandingkan Puskesmas lain, serta kendala akses lokasi dan promosi layanan. Penelitian menggunakan metode kualitatif dengan subjek penelitian pasien dan petugas Puskesmas. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi. Data dianalisis menggunakan matriks SWOT yang diperkuat dengan penyusunan IFAS dan EFAS untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman. Hasil penelitian menunjukkan bahwa Puskesmas Sekincau memiliki kekuatan berupa kedekatan dengan masyarakat, dukungan program JKN, serta layanan kesehatan menyeluruh (promotif, preventif, kuratif, dan rehabilitatif). Namun demikian, terdapat kelemahan seperti keterbatasan sumber daya manusia, akses lokasi yang kurang strategis, serta rendahnya promosi layanan. Peluang yang dapat dimanfaatkan meliputi meningkatnya kesadaran masyarakat terhadap kesehatan dan dukungan kebijakan pemerintah, sedangkan ancaman yang dihadapi antara lain persaingan dengan fasilitas kesehatan lain serta faktor sosial budaya masyarakat. Berdasarkan hasil analisis SWOT, posisi Puskesmas Sekincau berada pada Kuadran I (strategi agresif), sehingga strategi yang direkomendasikan adalah memaksimalkan kekuatan untuk menangkap peluang melalui peningkatan kualitas pelayanan, optimalisasi promosi kesehatan, serta penguatan kerja sama lintas sektor. Kata Kunci: Strategi Pemasaran, Pelayanan Kesehatan, Analisis SWOT, IFAS–EFAS, Puskesmas Sekincau.]]>
