<![CDATA[An increasing number of hospitals in East Java during the past five years is 20%. This raises the tight competition. The hospital did the understanding of consumer behavior to the application of the concept of customer-oriented marketing. This study examines the experiences of patients during care with phenomenological qualitative research methods to obtain the meaning of the experience of patients during care. The result of the study shows the choice of the hospital as a place for health care based on the patient's experience before entering the hospital (patient feeling when declared sick, the search for treatment and patient experience when going to the hospital). Moreover, a patient's view to the hospital consists of five P namely the place, price, people, product, and process. In the process of getting inpatient care in a hospital X, informants experience pleasant and unpleasant experiences. These experiences can be used to develop marketing strategies in the hospital X and conduc in accordance with the change of the current condition of the hospital and the hospital made plans in the future.]]>
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