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Journal : Journal of Social Research

Analysis of Kembangan Regional Hospital Marketing Strategies Thomas, Parulian; Sulistiadi, Wahyu; Oktamianti, Puput
Journal of Social Research Vol. 3 No. 1 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i1.1684

Abstract

The primary objective of this research is to develop a comprehensive marketing strategy for Kembangan Regional Hospital through a thorough SWOT analysis. The study aims to determine effective segmentation, targeting, and positioning strategies for the hospital, coupled with an examination of the current marketing mix. By employing Operational Research within a qualitative methodological framework, the research seeks to derive valuable insights for optimizing strategic alternatives in the realm of healthcare services. Data collection involved a survey of 40 outpatients at the hospital and utilized Focus Group Discussions (FGD) with various sources and observational methods. The purposive sampling method was employed to select informants for a more targeted and insightful analysis. FGD results revealed a robust internal situation for Kembangan Hospital and identified numerous external opportunities, outweighing potential threats. In terms of service products, the hospital has demonstrated innovation by enhancing existing services, including prompt Medical Check-Up (MCU) services, specialized treatment options for TB-RO and MDR patients, and dedicated services for HIV patients. The shift from conventional to digital promotional media has been recognized, with the utilization of social media and other digital platforms to enhance outreach and engagement. This research sets the stage for formulating optimal marketing strategies that align with the strengths and opportunities identified, fostering the continued growth and success of Kembangan Regional Hospital in the competitive healthcare landscape.
Co-Authors Abriani, Fanny Annisa Adang Bachtiar Al Asyary Arbitera, Cahya Ardiani, Revy Arismen Arismen Astriana Astriana, Astriana Azhar, Rodiyah Azis, Sri Juniarti Badra Al Aufa Bajri, Ahmad Bantolo, Suryo Bawazier, Nisma Boy Muchlis Bachtiar Damanik, Regina Destrina Damput, Fransiska Satriani Dewajanti, Hanny Dumilah Ayuningtyas Eka Ginanjar ekasari, ferti dwi Embu, Yoseph Kea Endah Lestari Endang Winiati Bachtiar Evi Martha Fairiska, Nindy Fatimah, Sarah Fenilho, Yunita Gustik, Vellyana Gustina, Ira Hadi , Putri Halley Sari Hamzah, Aries Hardjanti, Amalia Ari Izzan Hurruzia, Muhammad Jati, Prasetyaning Junaidi, M. Andri Kamaluddin, Rachmat Karolina, Sinta Kirana, Irin Koire, Ibrahim Isa Leawaty, Leawaty Liusono, Justinus Lova, Lovia Lubis, Ivan Reynaldo Mahdur, Rika Risalam MALA HAYATI, MALA Mangoma, Joyce Manik, Irfan Rohot Uli Maranggi, Octavianus Mayansari, Addinda Intan Melissa, Hilda Mochamad Iqbal Nurmansyah Muannisa, Naila Falichatul Muchtar muchtar Muhammad Tsany Saadi Muhammadi, Muhammadi Mulyanti Mulyanti nabella, nabella Nanda, Esi Daktari Nanny Harmani Natalia, Tiara Edithia Nova, Narizma Novolino, Novalino Nugroho, Bagus Paramita, Bunga Listia Permanasari, Vetty Yulianty Pertiwi, Revita Anisa Primasari, Elsa Puput Oktamianti Putri, Rizkha Nadha Hasrizal Putrie Sesunan, Rheine Indira Rahmadini, Indah Mustika Rahmawati, Layli Ratna Ramadhani Refyan, Sarah Athiyyahmaulidya Rita Kumalasari Riupassa, Kelvin Safi’i, Akhmad Salimah, Nahda Sari, Noormaya Setyaningsih, Tyas Shameela, Alika Sjaaf, Amal Chalik SRI RAHAYU Suwandi, Indah Pratiwi Syiroj, Agung T R Taufik, Nadya Aviliyani Thomas, Parulian Tjen Dravinne Winata Utami, Sintha Veruswati, Meita Widyasanti, Nisrina Wijaya, Andreas Wijaya, Ody Yuliana S, Rina Zuhdi, Nadya Adina