ANALISIS STRATEGI PEMASARAN PELAYANAN MEDICAL CHECKUP DI RST AMBON

Abstract

check-up services (MCU) over the past three years and never reached the target. This is because the marketing mix that has not been optimal, such as tools and types of checks that are not yet complete, facilities and infrastructure are not yet complete in MCU services, and information is not complete in the MCU service promotion media. This study aims to determine the marketing strategy related to the marketing mix of medical check-up services at Ambon Army Hospital. This type of research is descriptive qualitative research by conducting in-depth interviews, observing and having documents. The research design was chosen to analyze the marketing strategy of medical check-up services at RST Ambon namely, Product, price, place, promotion, people, physical evidence, and process. Subjects in this study were taken by purposive sampling. Data analysis in this study is using data reduction, data presentation, and data verification. Research shows that the marketing strategy of medical check-up services on products: public services. Place: location is easily accessible. Price: standard price. Promotion: use print media. People: the competency of the officers is good enough. Physical evidence: facilities and infrastructure are not yet complete. Process: service always runs in accordance with the procedures performed. Marketing strategy of medical check-up service on RST Ambon on product: public service. Place: easy to reach. Price: Standard price. Promotion: still using print media. People: the increase in patients increases if there is an IPDN, PLN etc. Physical evidence: facilities and infrastructure are not yet complete. Process: service in the MCU unit always runs well according to the procedures in RST Ambon.