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All Journal Journal of Social Research Riwayat: Educational Journal of History and Humanities
Soffiyani, Nisa
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Segmenting, Targeting, and Positioning Analysis of Outpatient Revisits Soffiyani, Nisa
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July, Social Studies, Educational Research and Humanities Research.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.48277

Abstract

Increasing outpatient repeat visits is one of the main indicators of service success in healthcare facilities. This study aims to analyze the implementation of segmenting, targeting, and positioning (STP) strategies to support the increase in outpatient repeat visits through a systematic review of ten national and international journals. The method used was a systematic literature review based on literature reviewed from 20172025 with inclusion criteria for studies discussing STP in outpatient services, particularly those focusing on the determinants of repeat visits. The analysis is based on a descriptive and comparative approach to segmentation variables (demographics, geography, psychographics, behavior), target determination (patients with curative needs, insurance access, specific domiciles), and service positioning strategies. The review results show that precise and data-driven segmentation allows mapping the characteristics of loyal patients, while effective targeting improves promotion and service efficiency. Prominent positioning on service quality, ease of access, and digital innovation has been shown to strengthen brand image and patient trust. The dominant factors influencing repeat visit decisions are service satisfaction, perceived quality, and ease of facility access. The study's conclusion confirms that an integrated STP strategy can significantly increase outpatient repeat visits. Recommendations are directed at optimizing patient information systems, marketing collaboration, and strengthening the image of services based on specific patient needs.
Analysis of Factors Related to Outpatient Revisit at Waled Regional General Hospital, Cirebon Regency Soffiyani, Nisa; Sriatmi, Ayun; Arso, Septo Pawelas
Journal of Social Research Vol. 5 No. 2 (2026): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i2.3038

Abstract

Marketing strategy is important in marketing management. Hospitals need to develop effective strategies to increase outpatient service visits. This study aims to analyze the relationship between the Segmenting, Targeting, and Positioning (STP) strategy with outpatient revisits at Waled Hospital, Cirebon Regency. The design used was quantitative descriptive with a cross-sectional approach in 110 patients (Slovin, 10% error tolerance) who were selected by consecutive sampling. Primary data were collected using a Likert scale questionnaire that was tested for validity (p<0.05) and reliability (?>0.60). The analysis included univariate for perception and bivariate using Chi-Square test (?=0.05) and Spearman Rank test (?=0.05). The results of the respondent's characteristic test showed that it was not related to the outpatient revisit of Waled Hospital. The results showed positive perceptions of segmenting (easy access, services for all ages, easy flow) and positioning (quality is considered good, many polyclinics, affordable prices), while targeting was relatively weak (innovation and promotion are less attractive; routine treatment is low). Although the proportion of repeat visits was higher in the "good" category in each variable, the Spearman Rank test showed a significant relationship between segmenting (p=0.320), targeting (p=0.287), and positioning (p=0.491) and repeat visits. These findings indicate the need to focus attention on other components of healthcare and a follow-up evaluation of hospital marketing strategies to ensure alignment with patient needs and perceptions.
Co-Authors Ayun Sriatmi Septo Pawelas Arso