STRATEGI MARKETING MIX DALAM MENARIK MINAT PASIEN DI RUMAH SAKIT UMUM TIARA SENTOSA TAHUN 2019

Abstract

Abstrak Latar Belakang: Seiring dengan semakin bertambahnya jumlah Rumah Sakit di Kota Kendari menyebabkan terjadinya persaingan antar Rumah Sakit, maka tiap-tiap Rumah Sakit harus memiliki strateginya sendiri agar dapat bertahandalam persaingan tersebut.Tujuan: Penelitian ini bertujuan untuk menggambarkan Strategi Marketing Mix dalam Menarik Minat Pasien di Rumah Sakit Umum Tiara Sentosa.Metode: Metode penelitian dilakukan dengan menggunakan metode kualitatif dengan pendekatan fenomenologis, dengan teknik pengumpulan data meliputi wawancara mendalam, observasi dan telaah dokumen. Informan dalam penelitian ini berjumlah 6 orang, yaitu Direktur RSU Tiara Sentosa, Kepala Bagian Perencanaan RSU Tiara Sentosa, serta Perawat dan Pasien.Hasil: Hasil penelitian ini menunjukkan bahwa penerapan bauran Product sudah sangat baik dengan produk unggulan yakni Melahirkan Tanpa Rasa Sakit dan USG 4D. Penerapan bauran Price sudah baik; dinilai dari aspek keterjangkauan membayar pasien. Penerapan bauran Promotion belum optimal, namun jika dinilai dari efektivitas dan efisiensi maka upaya promosi yang dilakukan sudah cukup baik. Penerapan bauran Place sangat baik; RSU Tiara Sentosa memiliki akses yang mudah untuk dikunjungi karena letaknya strategis. Penerapan bauran People sudah baik; RSU Tiara Sentosa sudah menyediakan tenaga yang terlatih. Penerapan bauran Process sudah optimal namun belum maksimal. Penerapan bauran Physical Evidence sudah baik, hal ini disebabkan RSU Tiara Sentosa sudah menyiapkan fasilitas yang dibutuhkan pasien.Kesimpulan: Kesimpulan yang diperolehialah secara umum strategi bauran pemasaran dalam menarik minat pasien untuk datang berkunjung ke Rumah Sakit Umum Tiara Sentosa sudah baik, tetapi masih ada beberapa aspek seperti pada bauran promosi dan bauran bukti fisik yang masih perlu dioptimalkan dan dilengkapi. Abstract Background: Along with the increasing number of hospitals in Kendari City, competition among hospitals has increased; each hospital have to have its own strategy in order to survive in the competition.Objectives: This study aimed to describe the Marketing Mix Strategy in Attracting Patients' Interest at the Tiara Sentosa General Hospital.Methods:The study were conducted using qualitative methods with a phenomenological approach, and data collection techniques include in-depth interviews, observation and document review. Informants in this study consists of 6 people, those are The Director of Tiara Sentosa General Hospital, The Head of Planning of Tiara Sentosa General Hospital, and Nurses and Patients.Results:The results of this study indicate that the application of marketing mix the Product is very good with superior products that is giving birth without pain and 4D USG. The application of mix marketing the Price is good; assessed from the aspect of affordability of paying patients. The application of mix marketing the Promotion is not optimal, but if it is judged by its effectiveness and efficiency, the promotional efforts undertaken are good enough. The application of mix marketing the Place is very good; Tiara Sentosa General Hospital has an easy access to visit because of its strategic location. The application of mix marketing the People is good; Tiara Sentosa General Hospital already has provided trained personnel. The application of mix marketing the Process is optimal but not maximal. The application of mix marketing the Physical Evidence has been good; this is due to the Tiara Sentosa General Hospital that has prepared the facilities needed by patients.Conclusion: the conclusions obtained is that in general, the marketing mix strategy in attracting patients’ to come to Tiara Sentosa General Hospitalis good, but there are still several aspects such as marketing mix the promotion and marketing mix the physical evidence which still needs to be optimized and equipped.