Analisis strategi pemasaran di Rumah Sakit PELNI Petamburan = Analysis on marketing strategy of Pelni`s Petamburan Hospital
| Main Authors: | Pradnya Paramita, author, Add author: Ronnie Rivany, supervisor, Add author: Amal Chalik Sjaaf, examiner, Add author: Hernawan, examiner, Add author: Abdoellah, examiner, Add author: Hendrik Manarang Taurany, examiner |
|---|---|
| Format: | Masters Thesis |
| Terbitan: |
Universitas Indonesia
, 1994
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| Subjects: | |
| Online Access: |
http://lontar.ui.ac.id/detail?id=81081 |
| ctrlnum |
81081 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><type>Thesis:Masters</type><title>Analisis strategi pemasaran di Rumah Sakit PELNI Petamburan = Analysis on marketing strategy of Pelni`s Petamburan Hospital</title><creator>Pradnya Paramita, author</creator><creator>Add author: Ronnie Rivany, supervisor</creator><creator>Add author: Amal Chalik Sjaaf, examiner</creator><creator>Add author: Hernawan, examiner</creator><creator>Add author: Abdoellah, examiner</creator><creator>Add author: Hendrik Manarang Taurany, examiner</creator><publisher>Universitas Indonesia</publisher><date>1994</date><subject>Hospital-administrations</subject><description>Analysis On Marketing Strategy of Pelni's Petamburan Hospital: A Qualitative Study on In-Patient of Internist Department at Pelni Petamburan Hospital , Was Conducted January to March, 1994; The Subject Of The Study Being its Marketing MixIntroduction. Considering the growing availability of the medical services in the Indonesia's healthcare situation today, it is reasonably fair to state that people of certain communities, the user of the hospital services, having an increasingly broader choices in acquiring such services from the available medical institutions. To achieve its mission of providing good medical service, Pelni's Petamburan hospital has to manage its human resources, technology, and its competence to capitalize on the opportunity to provide its services. To anticipate the growing need of the health care services and to be able to compete in the health industry in the coming years, the Pelni's Petamburan hospital needs to formulate strategies to market its services and achieve organization's mission and goals.
Purpose. Through a descriptive analysis on the hospital's marketing activities, this study seeks to identify potential products or services that can be use in its marketing strategies of the internist department.
Methodology. This study is a qualitative study on the marketing management of the Pelni's Petamburan hospital. It is conducted using the records of the patients hospitalized from January through March 1994, based on the assumption that these records may contain the required data for the study. The data used are secondary data from the medical records and primary data, which are obtained through a number of in-depth interviews and direct observation. The statistical analysis is done using the frequency and distribution table.
Result. In the implementation of the hospital's marketing strategies, the critical elements of the product are the medical specialist, the supporting staff and the available facilities. The price, which is targeted to be reasonably competitive, is set based on the survey done by the appointed in-house pricing team. The place, being relatively fixed, is not given much focus in the study, although there are other attributes to the physical location of the hospital that produce an impact on the strategies (e.g. accessibility, convenience). Promotion wise, the hospital needs to establish a focused and integrated team as part of the strategies.
Conclusion. The medical services of the internist department, in particular Diabetes Mellitus, has the potential to be developed as Pelni Petamburan's specialized services to cater to the needs of its surrounding community. The differentiate strategy may be deployed to strengthen the specific marketing strategies for its specialized services.
<hr>Pendahuluan. Melihat situasi dan kondisi perumahsakitan di Indonesia dewasa ini, maka dapat dikatakan pasien memiliki kekuatan yang besar dalam memilih alternatif jasa pelayanan yang tersedia di lingkungannya. Selaku pemberi jasa RS Pelni "Petamburan" yang mempunyai kekuatan sumber daya manusia, ilmu pengetahuan dan teknologi yang baik perlu meraih peluang yang ada untuk memberikan jasa pelayanannya bagi para pasiennya. Untuk mengetahui antisipasi persaingan yang ada dan sejalan dengan perkembangan kebutuhan kesehatan di masa akan datang perlu dirumuskan suatu strategi pemasaran yang dapat mencapai misi dan tujuan RS Pelni "Petamburan".
Tujuan. Penelitian ini bertujuan untuk melakukan analisis deskriptif tentang kegiatan pemasaran RS Pelni "Petamburan" untuk mencari produk potensial rumah sakit dalam penetapan strategi pemasaran di bidang pelayanan penyakit dalam.
Metodologi. Penelitian ini merupakan studi kualitatif terhadap manajemen pemasaran RS Pelni "Petamburan". Penelitian dilakukan berdasarkan jumlah pasien masuk rawat inap sejak bulan Januari 1994 hingga Maret 1994, karena diperkirakan ada beberapa kegiatan yang dapat mengarah ke penelitian. Data yang digunakan adalah data sekunder yang diperoleh dari catatan medik. Data primer diperoleh dari wawancara mendalam dan partisipasi observasi peneliti. Analisis statistik yang digunakan adalah tabel frekuensi dan distribusi.
Hasil. Ditinjau dari segi product dalam penetapan strategi pemasaran di rumah sakit, faktor yang sangat kritis dan terpenting adalah dokter spesialis, tenaga pelaksana juga peralatan penunjang diagnosa di RS Pelni "Petamburan". Price diperhitungkan berdasarkan survei tim tarif rumah sakit untuk melihat apakah tarif di sini cukup bersaing. Place disamping lokasi yang sudah tidak dapat dirubah, tentu masih ada faktor lainnnya misalnya sarana pelayanan, dan waktu menunggu, tempat parkir. Untuk promotion diperlukan suatu tim yang terpadu dalam penanganan pemasaran .
Kesimpulan. Penyakit dalam khususnya pelayanan penderita penyakit Diabetes Mellitus dapat dikembangan sebagai produk potensial di mana rumah sakit melihat perbedaan pelayanan dalam hal memasarkan jasa produk RS Pelni "Petamburan". Disamping itu differentiate strategy diterapkan karena rumah sakit diperkuat oleh jajaran dokter spesialis dan tenaga pelaksana. Dengan pelayanan terpadu penderita dari golongan menengah ke atas dapat diberikan pelayanannya dan tanpa meninggalkan fungsi sosial rumah sakit. Alih generasi dari jajaran spesialisasi dan pengembangan tenaga-tenaga profesional dalam penanganan khusus penyakit Diabetes Mellitus dapat menambah kekuatan dalam berkompetisi dengan rumah sakit lain dalam bidang pelayanan penderita Diabetes Mellitus.</description><identifier>http://lontar.ui.ac.id/detail?id=81081</identifier><recordID>81081</recordID></dc>
|
| format |
Thesis:Masters Thesis Thesis:Thesis |
| author |
Pradnya Paramita, author Add author: Ronnie Rivany, supervisor Add author: Amal Chalik Sjaaf, examiner Add author: Hernawan, examiner Add author: Abdoellah, examiner Add author: Hendrik Manarang Taurany, examiner |
| title |
Analisis strategi pemasaran di Rumah Sakit PELNI Petamburan = Analysis on marketing strategy of Pelni`s Petamburan Hospital |
| publisher |
Universitas Indonesia |
| publishDate |
1994 |
| topic |
Hospital-administrations |
| url |
http://lontar.ui.ac.id/detail?id=81081 |
| contents |
Analysis On Marketing Strategy of Pelni's Petamburan Hospital: A Qualitative Study on In-Patient of Internist Department at Pelni Petamburan Hospital , Was Conducted January to March, 1994; The Subject Of The Study Being its Marketing MixIntroduction. Considering the growing availability of the medical services in the Indonesia's healthcare situation today, it is reasonably fair to state that people of certain communities, the user of the hospital services, having an increasingly broader choices in acquiring such services from the available medical institutions. To achieve its mission of providing good medical service, Pelni's Petamburan hospital has to manage its human resources, technology, and its competence to capitalize on the opportunity to provide its services. To anticipate the growing need of the health care services and to be able to compete in the health industry in the coming years, the Pelni's Petamburan hospital needs to formulate strategies to market its services and achieve organization's mission and goals.
Purpose. Through a descriptive analysis on the hospital's marketing activities, this study seeks to identify potential products or services that can be use in its marketing strategies of the internist department.
Methodology. This study is a qualitative study on the marketing management of the Pelni's Petamburan hospital. It is conducted using the records of the patients hospitalized from January through March 1994, based on the assumption that these records may contain the required data for the study. The data used are secondary data from the medical records and primary data, which are obtained through a number of in-depth interviews and direct observation. The statistical analysis is done using the frequency and distribution table.
Result. In the implementation of the hospital's marketing strategies, the critical elements of the product are the medical specialist, the supporting staff and the available facilities. The price, which is targeted to be reasonably competitive, is set based on the survey done by the appointed in-house pricing team. The place, being relatively fixed, is not given much focus in the study, although there are other attributes to the physical location of the hospital that produce an impact on the strategies (e.g. accessibility, convenience). Promotion wise, the hospital needs to establish a focused and integrated team as part of the strategies.
Conclusion. The medical services of the internist department, in particular Diabetes Mellitus, has the potential to be developed as Pelni Petamburan's specialized services to cater to the needs of its surrounding community. The differentiate strategy may be deployed to strengthen the specific marketing strategies for its specialized services.
<hr>Pendahuluan. Melihat situasi dan kondisi perumahsakitan di Indonesia dewasa ini, maka dapat dikatakan pasien memiliki kekuatan yang besar dalam memilih alternatif jasa pelayanan yang tersedia di lingkungannya. Selaku pemberi jasa RS Pelni "Petamburan" yang mempunyai kekuatan sumber daya manusia, ilmu pengetahuan dan teknologi yang baik perlu meraih peluang yang ada untuk memberikan jasa pelayanannya bagi para pasiennya. Untuk mengetahui antisipasi persaingan yang ada dan sejalan dengan perkembangan kebutuhan kesehatan di masa akan datang perlu dirumuskan suatu strategi pemasaran yang dapat mencapai misi dan tujuan RS Pelni "Petamburan".
Tujuan. Penelitian ini bertujuan untuk melakukan analisis deskriptif tentang kegiatan pemasaran RS Pelni "Petamburan" untuk mencari produk potensial rumah sakit dalam penetapan strategi pemasaran di bidang pelayanan penyakit dalam.
Metodologi. Penelitian ini merupakan studi kualitatif terhadap manajemen pemasaran RS Pelni "Petamburan". Penelitian dilakukan berdasarkan jumlah pasien masuk rawat inap sejak bulan Januari 1994 hingga Maret 1994, karena diperkirakan ada beberapa kegiatan yang dapat mengarah ke penelitian. Data yang digunakan adalah data sekunder yang diperoleh dari catatan medik. Data primer diperoleh dari wawancara mendalam dan partisipasi observasi peneliti. Analisis statistik yang digunakan adalah tabel frekuensi dan distribusi.
Hasil. Ditinjau dari segi product dalam penetapan strategi pemasaran di rumah sakit, faktor yang sangat kritis dan terpenting adalah dokter spesialis, tenaga pelaksana juga peralatan penunjang diagnosa di RS Pelni "Petamburan". Price diperhitungkan berdasarkan survei tim tarif rumah sakit untuk melihat apakah tarif di sini cukup bersaing. Place disamping lokasi yang sudah tidak dapat dirubah, tentu masih ada faktor lainnnya misalnya sarana pelayanan, dan waktu menunggu, tempat parkir. Untuk promotion diperlukan suatu tim yang terpadu dalam penanganan pemasaran .
Kesimpulan. Penyakit dalam khususnya pelayanan penderita penyakit Diabetes Mellitus dapat dikembangan sebagai produk potensial di mana rumah sakit melihat perbedaan pelayanan dalam hal memasarkan jasa produk RS Pelni "Petamburan". Disamping itu differentiate strategy diterapkan karena rumah sakit diperkuat oleh jajaran dokter spesialis dan tenaga pelaksana. Dengan pelayanan terpadu penderita dari golongan menengah ke atas dapat diberikan pelayanannya dan tanpa meninggalkan fungsi sosial rumah sakit. Alih generasi dari jajaran spesialisasi dan pengembangan tenaga-tenaga profesional dalam penanganan khusus penyakit Diabetes Mellitus dapat menambah kekuatan dalam berkompetisi dengan rumah sakit lain dalam bidang pelayanan penderita Diabetes Mellitus. |
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