skip to main content

ANALISIS SEGMENTASI DAN TARGET PASAR PENDIRIAN RUMAH SAKIT BUNDA MULYA KABUPATEN BOGOR

*Abdulaziez mufakhhir  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Indonesia
Sutopo Patria Jati  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Indonesia
Septo Pawelas Arso  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Indonesia
Martha Irene Kartasurya  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Indonesia
Firman Firman  -  Fakultas Kesehatan Masyarakat, Universitas Diponegoro, Indonesia

Citation Format:
Abstract

Introduction: The right marketing strategy is not only limited to promoting products, but also arranging segmentation, namely dividing product marketing based on target customers and target markets. Hospitals really need a marketing strategy to face all changes and challenges both internal and external to a company.

Purpose: To analyze segmentation and determine the target market for the establishment of Bunda Mulya Hospital in Bogor Regency

Methods: Quantitative and qualitative research approaches (mixed methods). The quantitative approach used in this research is analytical observational with a cross sectional design. The qualitative approach in this research uses a grounded theory type of design. Market segmentation analysis was carried out to determine the appropriate target market for the establishment of Bunda Mulya Hospital through geographic, demographic, psychographic and behavioral approaches. The research subjects were the people of Bogor Regency, the Chair of PERSI Banten Province, Deputy Chair II of PERSI West Java Province, the Bogor Regency Health Service, and the Main Director of the Bunda Mulya Pratama Clinic.

Results: The appropriate target market for establishing Bunda Mulya Hospital is the community around Bunda Mulya Hospital (travel time < 30 minutes) with an age range of teenagers - early adults (12-45 years), female, with a predominant high school/equivalent education level. by private workers, families of 2-4 people with total family income between 3-5 million. The public hopes to get fast treatment and complete specialist doctors. The community gets most of the information from neighbors/cadres/friends and visits 1-5x/year. The public provides suggestions regarding class I inpatient rates of <250,000, VIP class inpatient rates of <400,000, general practitioner consultation fees between 40,001-50,000, specialist doctor consultation fees between 100,001-125,000, normal delivery package costs between 1.5-2.5 million and The cost of an ultrasound examination is between 150,000-250,000. Most of the people around Bunda Mulya Hospital are willing to undergo examinations at Bunda Mulya Hospital

Conclusion: Plans for establishing a new hospital should pay attention to the needs of people of productive age (26-45 years), especially women. The public expects to receive fast service and complete specialist doctors. Therefore, this becomes input for Hospital Management to be able to meet community needs. Hospital financing should pay attention to the UMR limit for Bogor Regency where costs are adjusted for middle and lower middle class people

Fulltext View|Download
Keywords: Segmentation, Target Market, Hospital Establishment

Article Metrics:

  1. Ayenew, E., Akafu, W., & Wolde Daka, D. (2022). Prevalence of Work-Related Health Hazard and Associated Factors among Health Workers in Public Health Institutions of Gambella Town, Western Ethiopia: Cross-Sectional Survey. Journal of Environmental and Public Health, 2022, 1–10. https://doi.org/10.1155/2022/6224280
  2. Badan Pusat Statistik. (2023). Statistik Indonesia 2023
  3. Dharmesh, M., & Devendra, S. (2014). Factors Affecting Patients’ Decision in Selection of Hospital. Constantin Brancoveanu University, 25(3), 5–10
  4. Dubey, P., & Sudhir, K. (2013). Factors Affecting Choice of Hospital Services in Bilaspur City. International Monthly Refereed Journal of Research In Management & Technology , 2(1), 97–104
  5. Fatimah, S. (2019). Faktor Pemanfaatan Pelayanan Kesehatan di Puskesmas. Journal of Public Health Research and Development, 3(1), 121–131
  6. Hall, A. K., Bernhardt, J. M., & Dodd, V. (2015). Older Adults’ Use of Online and Offline Sources of Health Information and Constructs of Reliance and Self-Efficacy for Medical Decision Making. Journal of Health Communication, 20(7), 751–758. https://doi.org/10.1080/10810730.2015.1018603
  7. Harlianti, R., Mahmudiono, T., Atmaka, D. R., Helmyati, S., Dewi, M., & Yuniar, C. T. (2021). The relationship of smoking duration, sleep disorders, and nutritional status of Indonesian adult men: data analysis of the 2014 Indonesian Family Life Surve. Health Science Journal of Indonesia, 12(2), 111–116. https://doi.org/10.22435/hsji.v12i2.5243
  8. Khalid, S., Ahmed, M. A., Mirza, A., & Ahmad, Z. (2013). Word-of-Mouth Communications: A Powerful contributor to Consumers Decision-making in Healthcare Market . International Journal of Business and Management Invention, 2(5), 50–59
  9. Kotler, P., Shalowitz, J., & Stevens RJ. (2008). Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System. Jossey-Bass
  10. Meilinda, N., Anantanyu, S., & Andayani, T. R. (2022). Relationship between Work Period and Meal Frequency with Work Productivity in Workers Factory. The International Conference on Public Health Proceeding, 7(1), 543–550
  11. Mercuri, N. D., & Cox, B. J. (2022). The need for more research into reproductive health and disease. ELife, 11. https://doi.org/10.7554/eLife.75061
  12. Mosadeghrad, A. (2012). A Conceptual Framework for Quality of Care. Materia Socio Medica, 24(4), 251. https://doi.org/10.5455/msm.2012.24.251-261
  13. Mosadeghrad, A. M. (2014). Factors Influencing Healthcare Service Quality. International Journal of Health Policy and Management, 3(2), 77–89. https://doi.org/10.15171/ijhpm.2014.65
  14. Nicholl, J., West, J., Goodacre, S., & Turner, J. (2007). The relationship between distance to hospital and patient mortality in emergencies: an observational study. Emergency Medicine Journal, 24(9), 665–668. https://doi.org/10.1136/emj.2007.047654
  15. Purba, E. N., Santosa, H., & Siregar, F. A. (2019). The Relationship of Physical Activity and Obesity with the Incidence of Hypertension in Adults Aged 26-45 Years in Medan. Open Access Macedonian Journal of Medical Sciences, 7(20), 3464–3468. https://doi.org/10.3889/oamjms.2019.447
  16. Rahman, M. (2020). Pemasaran Jasa Rumah Sakit
  17. Ramadia, A., Aziz, A. R., Eri, M., & Jannaim, J. (2022). Faktor-Fakotr yang Berhubungan dengan Kepatuhan Kontrol Berobat Orang dengan Gangguan Jiwa. Jurnal Keperawatan Jiwa (JKJ): Persatuan Perawat Nasional Indonesia, 10(1), 1–10
  18. Salim, M. (2017). Factors Influencing Patients Decision in Selecting Rumah Sakit Umum Daerah (Regional Public Health) Bengkulu City. The International Journal of Accounting and Business Society, 25(2), 41–51. https://doi.org/10.21776/ub.ijabs.2017.25.2.04
  19. Sriatmi, M., & Patriajati, P. (2013). Feasibility Study on Market Aspect Development of Mentari. J Kesehat Masy Univ Diponegoro, 2(1), 18710
  20. Sun, Y., Yu, J., Chiu, Y.-L., & Hsu, Y.-T. (2022). Can online health information sources really improve patient satisfaction? Frontiers in Public Health, 10, 940800. https://doi.org/10.3389/fpubh.2022.940800
  21. Zhang, S., Wang, J.-N., Chiu, Y.-L., & Hsu, Y.-T. (2020). Exploring Types of Information Sources Used When Choosing Doctors: Observational Study in an Online Health Care Community. Journal of Medical Internet Research, 22(9), e20910. https://doi.org/10.2196/20910

Last update:

No citation recorded.

Last update: 2024-10-10 18:53:24

No citation recorded.