RENCANA STRATEGI PEMASARAN RUMAH SAKIT SAAT PANDEMI COVID-19 (STUDI KASUS RS XYZ DI BOGOR)

Authors

Makassari Dewi, Program Studi Kajian Administrasi Rumah Sakit, Departemen Administrasi dan Kebijakan Kesehatan, Fakultas Kesehatan Masyarakat, Universitas Indonesia, Depok, IndonesiaFollow

Abstract

The COVID-19 pandemic has changed the behavior of hospital organizations in medical services and patient behavior. This encourages the hospitals to develop specific strategies to restore patient trust by providing a sense of security for patients and customers to obtain hospital services during the COVID-19 pandemic. The purpose of this study is to formulate the design of hospital marketing strategy of XYZ Hospital Bogor during the COVID-19 pandemic. This research method is descriptive qualitative with a case study approach in the XYZ Hospital Bogor using triangulation methods. The results was XYZ Hospital Bogor developed Telemedicine and digital marketing services as a marketing strategy during the COVID-19 pandemic. The strategic design is determined based on SWOT analysis by determining strategic steps using the TOWS matrix. Besides that, this strategy design also considers STP analysis (segmenting, targeting, positioning) and the marketing mix (product, place/distribution, price, and promotion). The conclusion of this research was that XYZ Hospital Bogor more focused on digital services, especially telemedicine in health services and digital marketing as their marketing strategy.

Bahasa Abstract

Pandemi COVID-19 telah mengubah perilaku organisasi rumah sakit dalam pelayanan medis dan perilaku pasien. Hal ini mendorong rumah sakit untuk mengembangkan strategi khusus dalam rangka mengembalikan kepercayaan pasien dengan memberikan rasa aman bagi para pasien dan pelanggannya untuk membeli jasa pelayanan di rumah sakit pada pandemi COVID-19. Tujuan penelitian ini adalah merumuskan rancangan strategi pemasaran RS XYZ Bogor pada pandemi COVID-19. Metode penelitian ini adalah deskriptif kualitatif dengan pendekatan studi kasus di RS XYZ Bogor dengan menggunakan triangulasi metode. Hasil RS XYZ Bogor mengembangkan pelayanan Telemedicine dan pemasaran digital sebagai strategi pemasaran di pandemi COVID-19, rancangan strategi ditetapkan berdasarkan analisis SWOT, dengan penentuan langkah strategis menggunakan matriks TOWS, selain itu rancangan strategi ini juga mempertimbangkan analisis STP (segmenting, targeting, positioning) dan bauran pemasaran (product, place/distribution, price, dan promotion). Kesimpulan rancangan strategi pemasaran RS XYZ bogor lebih diarahkan pada pelayanan digital terutama telemedicine dalam pelayanan kesehatan dan digital marketing untuk unit pemasaran.

Recommended Citation

Dewi, Makassari (2022) "RENCANA STRATEGI PEMASARAN RUMAH SAKIT SAAT PANDEMI COVID-19 (STUDI KASUS RS XYZ DI BOGOR)," Jurnal ARSI (Administrasi Rumah Sakit Indonesia): Vol. 8: No. 3, Article 3.
DOI: 10.7454/arsi.v8i3.4692
Available at: https://scholarhub.ui.ac.id/arsi/vol8/iss3/3