Abstract
The COVID-19 pandemic has had a wide impact on the marketing of hospital product and services. The purpose of this study is to analyze about outpatient services at Sultan Imanuddin Pangkalan Bun Hospital (RSSI) and determine what marketing strategies are suitable in marketing hospital service products during the COVID-19 pandemic. Methods : This study is a mixed method, descriptive research which combined with a qualitative approach. Results : based on the STP strategy, RSSI used demographic, geographic, biographic and behavioral segmentation. Targeting is done based on area and insurance membership. RSSI is positioned as General Hospital, despite handling Covid patients, non Covid services are still maintained. Based on the 4 P concepts (product, price, place and promotion) that had been carried out is quite good. Conclusions : The STP and 4 P strategies at RSSI is good enough. However, further socialization is needed to the public regarding the separation of locations for Covid and non Covid services, as well as the implementation of well executed health protocols, in the hope of that it can reduce people’s fears of coming for treatment.
Bahasa Abstract
Pandemi COVID-19 berdampak luas pada pemasaran produk maupun jasa rumah sakit. Tujuan penelitian ini untuk menganalisis sejauh mana produk layanan rawat jalan di Rumah Sakit Sultan Imanuddin dapat memenuhi kebutuhan pengguna layanan dan menentukan strategi pemasaran apa yang cocok dalam memasarkan produk layanan rumah sakit di masa pandemi COVID-19. Metode: Studi ini merupakan mixed method, penelitian deskriptif dikombinasikan dengan pendekatan kualitatif. Hasil: Berdasarkan strategi STP, RSUD Sultan Imanuddin menggunakan segmentasi demografi,geografi, psikografi dan perilaku. Targeting dilakukan berdasarkan wilayah dan kepesertaan asuransi. Dari segi posisioning, meskipun RSUD sultan Imanuddin memposisikan diri sebagai Rumah Sakit Umum. Walaupun menangani pasien Covid, namun pelayanan non covid masih tetap dipertahankan. Berdasarkan konsep 4P (Produk, Price, Place dan Promotion) yang dilakukan sudah cukup baik, namun perlu ditambah spesifikasi jenis layanan lain sesuai kebutuhan masyarakat. Kesimpulan: Strategi STP dan 4P di RSUD Sultan Imanuddin sudah cukup baik. Namun perlu sosialisasi lebih lanjut kepada masyarakat terkait pemisahan lokasi layanan covid dan non covid, serta pelaksanaan protokol kesehatan yang telah dilakukan dengan baik, dengan harapan dapat mengurangi ketakutan masyarakat untuk datang berobat.
Recommended Citation
Sari, Noormaya
(2022)
"STRATEGI STP DAN 4P PADA MARKETING PRODUK LAYANAN RAWAT JALAN DI RUMAH SAKIT SULTAN IMANUDDIN PANGKALAN BUN DI ERA PANDEMI COVID-19,"
Jurnal ARSI (Administrasi Rumah Sakit Indonesia): Vol. 8:
No.
1, Article 5.
DOI: 10.7454/arsi.v8i1.4670
Available at:
https://scholarhub.ui.ac.id/arsi/vol8/iss1/5
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