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Journal : Journal of Ageing And Family

Marketing Strategy Analysis to Increase the Number of Medical Check-Up Patients at Sawahlunto Regional General Hospital Asri, Asri; Rahardjo, Tri Budi W.; Nurminingsih, Nurminingsih; Agustin, Dinni
Journal of Ageing And Family Vol 4, No 2 (2024): Journal of Ageing And Family
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/joaf.v4i2.6873

Abstract

Background : Sawahlunto Regional General Hospital (RSUD Sawahlunto) faces challenges in increasing the number of Medical Check-Up (MCU) patients. The number of MCU patients decreased from 416 in 2023 to 160 in 2024. In order to compete with other hospitals, an appropriate marketing strategy is needed to boost patient visits for MCU services and to strengthen RSUD Sawahlunto’s position as a trusted healthcare provider. This study aims to analyze marketing strategies that can be implemented to increase the number of MCU patients at RSUD Sawahlunto. The study identifies strengths, weaknesses, opportunities, and threats (SWOT) and evaluates the most effective segmentation, targeting, positioning (STP), and marketing mix strategies. This research uses a qualitative and quantitative approach with data collection techniques including in-depth interviews, observations, and document studies. The analysis is conducted using the SWOT method, Internal-External (IE) matrix, and Quantitative Strategic Planning Matrix (QSPM) to determine optimal marketing strategy alternatives. The results of the study show that several factors contribute to the low number of MCU patients at RSUD Sawahlunto, including a lack of effective promotion, limited additional services, and competition with other hospitals. Through SWOT analysis, key strategies were identified, such as strengthening digital marketing, establishing partnerships with companies for employee MCU services, and improving the quality of MCU services and facilities. The study concludes that an appropriate marketing strategy is essential to increase the number of MCU patients at RSUD Sawahlunto. By implementing an effective marketing mix—such as more aggressive promotions, improved customer service, and optimized pricing and distribution strategies—RSUD Sawahlunto can enhance its competitiveness in providing MCU services. Keywords: Medical Check-Up, Marketing Strategy, Hospital, Marketing Mix
Marketing Strategy Analysis to Increase the Number of Medical Check-Up Patients at Sawahlunto Regional General Hospital Asri, Asri; Rahardjo, Tri Budi W; Nurminingsih, Nurminingsih; Agustin, Dinni
Journal of Ageing And Family Vol 4, No 2 (2024): Journal of Ageing And Family
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/joaf.v4i2.7232

Abstract

Background : Sawahlunto Regional General Hospital (RSUD Sawahlunto) faces challenges in increasing the number of Medical Check-Up (MCU) patients. The number of MCU patients decreased from 416 in 2023 to 160 in 2024. In order to compete with other hospitals, an appropriate marketing strategy is needed to boost patient visits for MCU services and to strengthen RSUD Sawahlunto’s position as a trusted healthcare provider. This study aims to analyze marketing strategies that can be implemented to increase the number of MCU patients at RSUD Sawahlunto. The study identifies strengths, weaknesses, opportunities, and threats (SWOT) and evaluates the most effective segmentation, targeting, positioning (STP), and marketing mix strategies. This research uses a qualitative and quantitative approach with data collection techniques including in-depth interviews, observations, and document studies. The analysis is conducted using the SWOT method, Internal-External (IE) matrix, and Quantitative Strategic Planning Matrix (QSPM) to determine optimal marketing strategy alternatives. The results of the study show that several factors contribute to the low number of MCU patients at RSUD Sawahlunto, including a lack of effective promotion, limited additional services, and competition with other hospitals. Through SWOT analysis, key strategies were identified, such as strengthening digital marketing, establishing partnerships with companies for employee MCU services, and improving the quality of MCU services and facilities. The study concludes that an appropriate marketing strategy is essential to increase the number of MCU patients at RSUD Sawahlunto. By implementing an effective marketing mix—such as more aggressive promotions, improved customer service, and optimized pricing and distribution strategies—RSUD Sawahlunto can enhance its competitiveness in providing MCU services.
Co-Authors Abdul Khalik Abdul Razak Munir Afrianto, Afrianto Agung Agung Agusta Dian Ellina Agustin, Dinni Ahmad Firman Ahmad Yani Akhmad Hanafi Dain Yunta Al Maududi, A. Abul Al’la Al Maududi Al-Ani, Waleed Khalid Ahmed Alfaisal, Riska Alfiandra Alfiandra, Alfiandra Amelia, Fitriani Ananda, Ananda Anandhita, Aries Chandra Andi Marlinah Andik Bintoro Andini, Anggi Setia Andriani, Wina Andriyani Andriyani Anggi, Esa Anggraini Anggraini Anggraini, Lita Anis Rosyiatul Husna, Anis Rosyiatul Anisa Anisa Anitasya, Erica Anjani, Rahma Anjani, Sheila Aulia Ansar Ansar Anwar,, Muhammad Ardian Saputra Ardiansyah, Zulfadli Ardiyanto, Jefri Arik, Al Aris Munandar Ashari, Muh. Sulham Asidah, Erwin Asis, Sulihin Asmaul Husna Asran, Asran Astrieta, Dhea Ayunanda Azali, M. Atip Azis, Sulihin Azisah, Nur Azlan Azhari Azwar, Azwar Basri Rakhman Bayhaqi, Muhamad Bombing, mayela Chatarina Umbul Wahyuni Cici, Cici Daeli, Marda Leni Damayanti, Aulia Rosvy Darmawan, Bagus Dastin, Muhammad Defri Yona Diana, Cahya Diyantikawati, Diyantikawati Djabbar, Nurdiana Djafar, Suarti edy susanto Eri Saputra Fajri DJ, Muh Farhi, Ahmad Faridah, Ida Febrian, Muhammad Rully Febriana Febriana, Febriana Feni Iranawati, Feni Firmansyah, Mahfud Fitrianingsih, Julia Furqaranda, Rastra Gustang, A. Tenri Hafiz Maulana, Hafiz Hafsan, Hafsan Hamdi Hamdini, Hamdini HAMZAH, MUKHTAR Hannan, Mukhlis Harahap, Izhar Hardiyono Hasan, Debby HS, Nurul Fuada Fatima Husnul Fatihah, Husnul Idrus M. Said Ihsan Muhammad Ihwan Wahid Minu Ikhwan Abduh Imam, Lalu INDA, MUTIARA Iqsan, Muhammad Jafar, Kamaruddin Julia Julia Juliastuti, Dyah Kartika Kartika Khaerati Khaerati, Khaerati Khaerul Aqbar Kharisma, Kharisma Kholis, Anja Hesnia Komarudin Komarudin Kusuma Wijaya Ridi Putra Lastari, Wahyuni Klara Latief, Fitriani Liliandriani, Andi M. Saleh S. Ali M. Yogi Riyantama Isjoni Mariah Mariah, Mariah Marini, Gita Maryadi Maryadi Masyita Masyita Mirsa, Rinaldi Muh. Anwar, Muh. Muh. Khalifah Mustami Muhaimin Muhaimin Muhammad Idris Muhammad Taufan Djafri Muhammad Yassir Muhibbullah, M. Mukarromah, Nur Mukharrim, Muh Said Mukti, Gatot Ari Musaddiq, Musaddiq Mustabyirah, Mustabsyirah Nadillah, Nadillah Nadirah, Nadirah Nasution, Miftah Anugerah Nengsi, Sri Novianti Novianti Nur Azizah Arham Nur Azmi, Nur Nurelna, Nurelna Nurfaizah Nurfaizah, Nurfaizah Nurhikmah Nurhikmah Nurminingsih, Nurminingsih Nursam, Siti Wahyuni NURUL HIDAYAH Nurul Hidayat Pasha, Lukita Patmawati Patmawati, Patmawati Payu, Anita Achmad Permatasari, Rahmi Pitriani, Sri Rahmi Pokkali, Krishna Chaitanya Priyanti, Ratna Puji Priyantini, Diah Pudji Astuty, Pudji Pujiastuti, Rr. Sri Endang Rafi, Irsyad Rahardjo, Tri Budi W Rahma, Fazilla Akmalia Rahmadhanyanti, Aulia Putri Rahman, Karlina Ghazalah Raihanah Rahmat Ramadan, Fitri Ramadan, Ulfa Rena Aminwara Reski, Reski Reynilda Reynilda Riska Riska Rizky, Agung Rofiqi, Erfan Rohmah, Dwi Indah Ayu Rosalinda, Mira Rosdiana Rosdiana Rosdiyanti, Ika Ayu Rosniar Rosniar, Rosniar Rustiani, Rustiani S, Rustiani Sabiyya, Sitti said, muh Santayuda, Indra Saprianto, Saprianto Saputra, Didi Hardi Selamat Meliala Setia Muljanto Setti, Yemmi Shianita, Erlin Tri Apri Shrestha, Ashish Siti Hasanah Sodri, Ahmad Sohorah, Sitti Sohorah, St. Sorachmmad, Yuliani Sri Widiyati, Sri Sudono, Chynta Veyra Aulia Sukendri, Nengah Sukmawati Sukmawati Sulaiman Sulaiman Sulaskandi, Sulaskandi Sulastina, Sulastina Sultan, Salim Syahrir, Irwan Syamsiar, Syamsiar Syamsul Arifin Syandri, Syandri Tahir, Muhammad Ilham Tandilino, Haspa Tatawu, Guasman Tirandini, Erliana Tjia Sunli, Jordan Tri Budi W. Rahardjo Triani, Selvy Tunggul Prasodjo Untung Rahardja Usman, Irwan Utama, Antonia Vebriansyah, Vebriansyah Vilintia, Adella Wahdania Wahdania Waru, Ridwan L Wekke, Nirmalasari Wilianarti, Pipit Festi Winata, Septian Galuh Wiwiek Wiwiek, Wiwiek yispan, yispan Yunita Prabawati, Chlara yunus, Elma Yusuf Rahman Zainarthu, Henry Zainarthur, Henry