Abstract
The community's need for health services during the Coronavirus Disease (COVID-19) pandemic has increased drastically. The need for health services at the hospital level includes examining and issuing a COVID-19 examination certificate. Responding to this, the Matraman Hospital incidentally created a new service, the COVID-19 Medical Check-Up (MCU). The management of RSUD Matraman realizes the importance of a promotional strategy to increase public interest in using the new service. This study aims to obtain an overview of the MCU COVID-19 service promotion strategy at the Matraman Hospital. The case study design in this study uses qualitative methods with in-depth interviews with informants. The results of this study, RSUD Matraman implemented four promotional strategies; (1) Advertising for disseminating information through social media, Instagram, (2) Sales Promotion by making leaflets, standing banners, and short videos that can make it easier for consumers to see service information. (3) Personal Selling by providing customer satisfaction surveys to MCU patients to get an overview of service quality and (4) publicity from wider stakeholders such as Dinas Kesehatan Provinsi DKI Jakarta. These four promotion strategies complement each other in disseminating service information and effectively increasing interest in patient visits at RSUD Matraman. It is necessary to monitor and evaluate the promotion strategy for the MCU COVID-19 service carried out by RSUD Matraman to get an overview of the most effective and efficient promotion strategy steps.
Bahasa Abstract
Kebutuhan masyarakat terhadap pelayanan kesehatan saat pandemic Coronavirus Disease (COVID-19) meningkat sangat drastis. Di level rumah sakit, kebutuhan pelayanan kesehatan termasuk di antaranya adalah pemeriksaan dan penerbitan surat keterangan pemeriksaan COVID-19. Merespon hal tersebut, RSUD Matraman secara insidental membuat suatu pelayanan baru yaitu Medical Check-Up (MCU) COVID-19. Manajemen RSUD Matraman menyadari pentingnya strategi promosi untuk meningkatkan minat masyarakat untuk menggunakan layanan baru tersebut. Penelitian ini bertujuan untuk memperoleh gambaran strategi promosi pelayanan MCU COVID-19 di RSUD Matraman. Desain studi kasus pada penelitian ini menggunakan metode kualitatif dengan wawancara mendalam. Hasil penelitian ini, RSUD Matraman menjalankan 4 strategi promosi yaitu (1) Advertising yaitu menyebarluaskan informasi melalui social media Instagram, (2) Sales Promotion dengan membuat leaflet, standing banner, serta video singkat yang dapat memudahkan konsumen melihat informasi layanan. (3) Personal Selling dengan memberikan survey kepuasan pelanggan kepada pasien yang telah menjalani MCU untuk mendapatkan gambaran mutu pelayanan dan (4) publisitas dari stakeholder yang lebih luas seperti Dinas Kesehatan Provinsi DKI Jakarta. Keempat strategi promosi ini saling melengkapi dalam menyebarkan informasi pelayanan dan dinilai efektif dalam meningkatkan minat kunjungan pasien di RSUD Matraman. Perlu adanya monitoring serta evaluasi terhadap strategi promosi layanan MCU COVID-19 yang telah dilakukan oleh RSUD Matraman untuk mendapatkan gambaran langkah strategi promosi yang paling efektif dan efisien.
Recommended Citation
Gustik, Vellyana and Sulistiadi, Wahyu
(2022)
"STRATEGI PROMOSI MEDICAL CHECK-UP COVID-19 RSUD MATRAMAN,"
Jurnal ARSI (Administrasi Rumah Sakit Indonesia): Vol. 8:
No.
3, Article 2.
DOI: 10.7454/arsi.v8i3.4603
Available at:
https://scholarhub.ui.ac.id/arsi/vol8/iss3/2
Included in
COVID-19 Commons, Health and Medical Administration Commons, Health Services Research Commons