<![CDATA[ABSTRACT The paradigm shift of service comparative advantage into competitive advantage currently affects the business competition of hospital services in Bali especially in BPJS/JKN and globalization. The emergence of Law no. 24 of 2011 on the Social Security Administering Agency, a challenge for the hospital industry, especially private hospitals, the policy has a big impact, especially the government targets in 2019 all the people of Indonesia are protected by BPJS/JKN. Can be imagined with global competition, maintaining the continuity of the hospital business and the obligation to synergize with government policy is a challenge in itself. Therefore, the hospital is required to determine market segmentation and create the right marketing strategy for BPJS/JKN program products by digging inputs and suggestions from internal and external customers, because they are the ones who will directly run and feel the service]]>
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