ANALYSIS OF MARKETING STRATEGIES IN OUTPATIENT SERVICES, INPATIENT AND PHYSIOTHERAPY SERVICES BY METHOD MIX MARKETING AT RSU ROYAL PRIMA MARELAN MEDAN

THERRY PROSPERITA KARNIFANI WAU (2023) ANALYSIS OF MARKETING STRATEGIES IN OUTPATIENT SERVICES, INPATIENT AND PHYSIOTHERAPY SERVICES BY METHOD MIX MARKETING AT RSU ROYAL PRIMA MARELAN MEDAN , TESIS, UNIVERSITAS PRIMA INDONESIA

ABSTRAK

The increasing number of hospitals each year causes competition between hospitals in providing health services to patients. Because that's the need to implement a marketing strategy. This study aims to analyze the marketing strategy of Royal Prima Marelan Hospital with the marketing mix strategy (4P), namely product, price, place/distribution, and promotion. This study used a qualitative approach, conducted by interviewing 14 informants, namely 1 marketing and public relations management, 1 general practitioner, 1 head of administration, 1 head of inpatient room, 1 head of outpatient room, 1 physiotherapist, and 8 patients. From the results of the study it was found that a specialist urologist and a neurosurgeon were needed, and the number of nurses needed to be increased. The advantage of this hospital in the field of service products is that even though it is a type C hospital, it has quite a lot of specialist doctors. This hospital focuses on excellent trauma services, but still requires neurosurgeons and urology specialists. Royal Prima Marelan Hospital is also located next to the road which is very quickly accessible, but it needs to expand or expand the entrance and exit. In the field of promotion quite a lot and often done by the management and employees. But it needs more promotion in the physiotherapy service product section.

JURNAL