Strategi Bauran Pemasaran Rumah Sakit di Era Covid-19 (Study Rumah Sakit X)

Fini Fajrini, Andriyani Andriyani, Suherman Suherman, Noor Latifah, Dadang Herdiansyah, Nur Romdhona, Ernyasih Ernyasih

Abstract


Pandemi Covid-19 mengubah banyak perilaku konsumen yang mengakibatkan berbagai macam bisnis menjadi anjlok, tak terkecuali rumah sakit. Hal ini berpengaruh pada biaya pemasukan penerimaan dan operasional rumah sakit. Penelitian ini bertujuan untuk mengetahui gambaran strategi bauran pemasaran Rumah Sakit X di Era Covid 19. Penelitian ini merupakan analisis kualitatif dilaksanakan di RS X dan informan penelitian ini adalah manajer marketing unit pelayanan. Penelitian ini dilaksanakan pada Juni sampai dengan Oktober 2020. Hasil penelitian yang didapatkan pada faktor produk, RS X sudah melakukan dengan pelayanan drive thru, faktor harga RS X memiliki sistem virtual account dan juga bisa menggunakan jasa pembayaran lain, faktor promosi RS X merubah metode marketing ke versi digital, faktor petugas telah menggunakan APD sesuai protokol dan jika pasien membutuhkan perawatan rawat inap RS X akan memisahkan antara pasien covid dan tidak covid, faktor fasilitas fisik lokasi RS X berada di lokasi strategis walaupun banyak pelayanan kesehatan lain di wilayah tersebut. Strategi bauran pemasarran RS yang dilakukan RS X ini bisa menjadi bahan rujukan atau referensi RS lain untuk bisa survive di tengah badai Covid yang melanda dunia.

Keywords


bauran pemasaran; rumah sakit; pandemi covid-19

Full Text:

PDF

References


Aprilia R. Pengaruh Good Corporate Governance, Budaya Organisasi, dan Pengendalian Intern terhadap Kinerja Organisasi dengan Akuntabilitas Publik Sebagai Variabel Intervening. J Online Mhs Fak Ekon Univ Riau. 2016;3(1):565–79.

M. Hakan Yalçınkaya, Coşkun Çılbant, Neslihan Yalçınkaya, İsmet Güneş. Effects of Globalization on National Competitiveness of Entrepreneurs: Opportunities and Threats. J US-China Public Adm. 2015;12(2).

Ogoina D, Mahmood D, Oyeyemi AS, Okoye OC, Kwaghe V, Habib Z, et al. A national survey of hospital readiness during the COVID-19 pandemic in Nigeria. PLoS One [Internet]. 2021;16:1–16. Available from: http://dx.doi.org/10.1371/journal.pone.0257567

Mahendradhata Y, Andayani NLPE, Hasri ET, Arifi MD, Siahaan RGM, Solikha DA, et al. The Capacity of the Indonesian Healthcare System to Respond to COVID-19. Front Public Heal. 2021;9(July):1–9.

Jayani DH. Posisi Kesiapan Indonesia di Dunia Hadapi Ledakan Covid-19 [Internet]. 2020. Available from: https://katadata.co.id/timdatajournalism/analisisdata/5f12687508268/posisi-kesiapan-indonesia-di-dunia-hadapi-ledakan-covid-19

World Health Organization. Community-based health care, including outreach and campaigns, in the context of the COVID-19 pandemic [Internet]. 2020. Available from: http://www.wipo.int/amc/en/mediation/rules%0Ahttps://www.who.int/publications/i/item/WHO-2019-nCoV-Comm_health_care-2020.1

Yuliani. Influences of Brand on Hospital Performance and Patient Behavioral Expectations. J Adm Rumah Sakit Indones [Internet]. 2019;5(3):128–36. Available from: http://journal.fkm.ui.ac.id/arsi/article/view/2898

Khullar D, Bond AM, Schpero WL. COVID-19 and the Financial Health of US Hospitals. JAMA - J Am Med Assoc. 2020;323(21):2127–8.

Chng DHM, Shih E, Rodgers MS, Song XB. Managers’ marketing strategy decision making during performance decline and the moderating influence of incentive pay. J Acad Mark Sci. 2015;43(5):629–47.

Papadopoulos T, Baltas KN, Balta ME. The use of digital technologies by small and medium enterprises during COVID-19: Implications for theory and practice. Int J Inf Manage [Internet]. 2020;55(June):102192. Available from: https://doi.org/10.1016/j.ijinfomgt.2020.102192

AlAbbasi HK, Thorakkattil SA, Mohiuddin SI, Nemr HS, Jabbour R, Al-Ghamdi F. Implementation and effectiveness of drive-through medication pick-up and home delivery services. A patient safety initiative during COVID-19 pandemic. J Patient Saf Risk Manag. 2021;26(4):179–86.

Liana AN, Hasnah I. Drive-thru pharmacy service: Assessment of perception among patients or caregivers in Hospital Raja Perempuan Zainab II. Int J Pharm Pharm Sci. 2015;7(10):212–5.

Heningnurani AY. Strategi pemasaran RSUD H Abdul Manap Kota Jambi. J Adm Rumah Sakit Indones [Internet]. 2019;5(3):153–64. Available from: http://journal.fkm.ui.ac.id/arsi/article/view/2897

Prasetyo AAR, Sulistiadi W. Effect of Digital Marketing in Hospitals: A Systematic Review. In: The 5th International Conference on Public Health. 2019. p. 509–12.

Monaghesh E, Hajizadeh A. The role of telehealth during COVID-19 outbreak: A systematic review based on current evidence. BMC Public Health. 2020;20(1193):1–9.

Queensland Clinical Guidelines. Maternity care for mothers and babies during the COVID-19 pandemic [Internet]. 2021 p. 1–33. Available from: https://www.health.qld.gov.au/__data/assets/pdf_file/0033/947148/g-covid-19.pdf




DOI: https://doi.org/10.24853/jkk.18.1.113-122

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal Kedokteran dan Kesehatan is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
View My Stats website statistics
Powered by Puskom-UMJ