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Journal : Jurnal Indonesia Sosial Teknologi

SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku Muhammadiyah Gamping Hospital in the Era of National Health Insurance Aditya Pratama, Muhammad; Hidayat, Syamsu; Rosyidah, Rosyidah
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 9 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i9.4630

Abstract

The referral system in the National Health Insurance policy is a challenge for class B hospitals. This research aims to analyze the marketing mix strategy for Cardiac Vascular Center carried out by the PKU Muhammadiyah Gamping hospital in the National Health Insurance era. The research approach used is qualitative with a case study type of research. The subjects of this research are internal hospital informants and were selected based on purposive sampling criteria, namely those related to the marketing strategy of the hospital's superior services. Based on the results of the SWOT analysis, an alternative strategy was obtained, namely a growth oriented strategy. This strategy maximizes the strengths you have to take advantage of existing opportunities or can also be called an SO (strength-opportunity) strategy. The strategies resulting from the SWOT analysis are improving human resources, adding services, developing facilities and infrastructure, increasing promotions, collaborating, improving IT systems, providing HR training and studies, and providing appropriate remuneration. It is hoped that the results of this research can be used as a consideration for strategic decisions for Cardiac Vascular Center at PKU Muhammadiyah Gamping Hospital and for other researchers to make strategic priorities according to hospital needs.
Co-Authors Aditya Pratama, Muhammad Agus Tedyyana, Agus Amalia, Dian Riskha Amalia, Nova Anggreini, Anggi Septya Ansel, Muhammad Dzaki Fulvian Bariya, Umi Khoirul Budiono, Tasya Negara Hapsari Cindy, Febia Dwiana Deddy Kurniawan Desti Nur Aini, Desti Nur Effendy, Zulfa Dinayah Faizal Umam As-Shobri, Ach. Farah Qalbia Fardhiasih Dwi Astuti Faroland, Nur Wanda Fatikasari fatimah Fatimah Fatmawati, Erma Fina Fakhriyah Firdaus Firdaus Halimah, Siti Musyarofah Nur Hastuti, Siti Kunia Widi Hidayat, Muhammad Syamsu Hidayat, Syamsu Husna, Aulia Syarifatul Imelda Dian Rahmawati Irfai Fathurohman, Irfai Kesuma, Tamira Khalidah, Karimatul Kristia, Riskiani Kuncara, Evrin Isna Nur Larasati Larasati Maharani Nusara Ardhi Mait, Tesya Oktavia Mardasari, Octi Rjeky Mulyani, Endang Sri Nareswari, Vianey Somya Nastiti, Hadijah Nasution, Novarinsa Hidayah Nur S, Hajar Nurlia, Tri Wahyu Nurmi Hidayasari Panji Achmad Faqih Zamany, Raden Peni, Nur Prasetyo, Muhammad Doni Putra, Bayu Rusmadi Raditya Sukmana Rahim, Mohammad Afiff Bin Reynaldi, Jimmy Rochana Rulyandari Rochimah, Tri Hastuti Nur Rokhmayanti, Rokhmayanti Rulianawati, Viandika Ruliyandari , Rochana Rulyandari, Rochana Saing, Sitti Nur Masyithah D Saleh, Ria Amalia Silvia Astuti SOFYAN TSAURI Solikhah Solikhah SUAIDAH SUAIDAH, SUAIDAH Sugiharto, Agus Dwi Sulistyawati Sulistyawati Suryana, Aufatcha Ayutya Suryantoro, Bambang Syamsu Hidayat, Muhammad Usman, Noernahar Septisari Wibowo, Najwa Karina Widea Rossi Desvita Widodo Hariyono Widodo Hariyono Winarti Winarti Yuni Ratnasari