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"Jumlah kunjungan poli orthopaedi menempati urutan pertama yang menyumbang lebih dari 50% angka kunjungan. Jumlah kunjungan poliklinik diasumsikan dapat mempengaruhi kinerja rawat inap dari suatu rumah sakit karena sebagian besar pasien yang akan dirawat inap terlebih dahulu melakukan rawat jalan. Sedangkan RS Siaga Raya memiliki nilai kinerja rawat inap dibawah standar yang ditetapkan oleh Depkes RI. Oleh karena itu, dengan bauran pemasaran poli orthopaedi yang tepat diharapkan menambah kunjungan pasien sehingga dapat meningkatkan kinerja rumah sakit. Penelitian dilakukan secara kualitatif deskriptif melalui metode wawancara mendalam (indepth interview), observasi dan telaah dokumen. Secara umum bauran pemasaran poli orthopaedi RS Siaga Raya sudah cukup baik. Namun, masih belum adanya perencanaan program pemasaran yang baik serta kurangnya alat penunjang medis menjadi masalah dalam pelaksanaan poli orthopaedi.

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MDs poly has first rank in the number of visit which accounts more than 50% the number of visit. Poly's number of visit can be assumed to affect the performance of an inpatient hospital for most patients should have to do outpatient treatment before hospitalized. While, Siaga Raya Hospital has a value of inpatient performance under the standards set by Depkes RI. Therefore, the appropriate marketing mix of MDs poly are expected to increase patient visits that can improve hospital performance.

This study was conducted by qualitative descriptive through in-depth interview methods, observation and document review. Generally, marketing mix of MDs poly Siaga Raya Hospital has been good enough. However, insufficient marketing program planning and lack of medical support tools has been a problem in the implementation of MDs poly."

"Skripsi ini membahas tentang gambaran dan persepsi pasien terhadap bauran pemasaran Unit Rawat Jalan Rumah Sakit MH Thamrin Salemba tahun 2011. Pengumpulan data dilakukan dengan observasi, kuesioner dan wawancara mendalam. Hasil penelitian menunjukkan bahwa Unit Rawat Jalan Rumah Sakit MH Thamrin Salemba memiliki spesialisasi dokter yang lengkap, tarif pelayanan yang terjangkau, tenaga yang memberi pelayanan yang baik, proses yang tidak berbelit-belit dan ruang tunggu yang nyaman. Namun, masih adanya hal-hal yang perlu diperbaiki, yaitu obat-obatan belum lengkap, waktu tunggu pasien yang lama dan sulitnya menemukan lokasi rumah sakit karena tidak disediakan palang petunjuk arah.

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This paper discusses about the condition and the patient's perception of the marketing mix at Outpatient Unit in MH Thamrin Salemba Hospital in 2011. Data was collected from observation, questionnaires and by depth interviews. The results showed that, Outpatient Unit in MH Thamrin Salemba Hospital has whole completely specialist doctors; services rates are affordable, gives good service, processing line that is straightforward and comfortable waiting room. However, there are still things that need to be fixed, that are medications is not complete yet, waiting time is too long and difficulty in finding the location of the hospital because there isn‟t provided bar directions."

"Rendahnya jumlah kepesertaan program TABULIN di RSU Zahirah Tahun 2011 periode Januari-Juli membuat rumah sakit umum Zahirah terus menerus melakukan promosi dengan menggunakan aspek bauran pemasaran. Namun sampai saat ini, belum ada evaluasi terhadap kegiatan bauran pemasaran. Penelitian ini bertujuan untuk mengetahui gambaran bauran pemasaran mengenai program TABULIN yang ada di rumah sakit umum Zahirah pada tahun 2011, dilihat dari perspektif 5M yaitu Man/Staf Pemasaran, Money/Anggaran, Methode/Metode, Market/Pasar, Material/Sarana dan Prasarana serta 5P yaitu Product/Pelayanan, Place/Tempat, Price/Harga, Promotion/Promosi, People/Orang. Penelitian ini menggunakan pendekatan kualitatif dengan melakukan wawancara mendalam, observasi, telaah dokumen, dan sumber referensi lain yang terkait dengan topik penelitian ini sebagai triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa bauran pemasaran yang selama ini telah dilakukan oleh divisi pemasaran rumah sakit umum Zahirah akan program TABULIN masih kurang tepat dan kurang efektif karena keterbatasan sarana-prasarana dan kurangnya kerjasama antara divisi pemasaran dengan divisi lain dalam mempromosikan TABULIN. Berdasarkan hasil penelitian, peneliti menyarankan agar dalam kegiatan promosi program TABULIN lebih ditingkatkan lagi dengan mengadakan evaluasi rutin, meningkatkan kerjasama dengan divisi lain, meningkatkan kreatifitas dalam pemasaran, lebih informatif dalam menjalin hubungan dengan pelanggan serta lebih proaktif dalam mempromosikan program TABULIN.

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The low amount of participation in the TABULIN program Zahirah Public Hospital 2011 January-July period to make Zahirah Public Hospitals continous promotion by using aspects of the marketing mix. But until now, there has been no evaluation of the marketing mix activities.

This study purpose to find a picture of the marketing mix TABULIN program at Zahirah Public Hospitl in 2011, viewed from the perspective of 5M of Man/marketing staff, money/budget, methods, market, materials/facilities and infrastucture and 5P there are Product/service, place, price, promotion, people.

This study used a qualitative approach by conducting in-depth interviews, observation, document review, and other reference sources related to the topic of this research as a triangulation of sources and methods.

The result showed that the marketing mix that had been done by the marketing divition of Zahirah Public Hospital TABULIN Program is still less precise and less effective because of the limited infrastructure and lack of cooperation between the marketing division with other division in promoting TABULIN.

Based on the results of the study, researchers suggested that in promotional activities TABULIN program further enhanced by conducting routine evaluation, enhance cooperation with other divisions, enhance creativity in marketing, more informative in establishing relationships with customers and be more proactive in promoting the program TABULIN."

"ABSTRACTPerkembangan dan persaingan dunia pelayanan kesehatan membuat pihak manajemen berupaya memberikan yang terbaik kepada konsumen. RSUD Kota Bogor telah menyediakan pelayanan komprehensif bagi masyarakat Bogor dan sekitarnya, namun masih terdapat fenomena berupa kesenjangan jumlah pasien dan keterbatasan sumber daya. Penelitian ini dilaksanakan untuk mengetahui gambaran umum bauran pemasaran poliklinik onkologi RSUD Kota Bogor. Penelitian ini menggunakan rancangan peneltian deskriptif kualitatif dan dilaksanakan di poliklinik Onkologi RSUD Kota Bogor pada bulan Mei 2016. Hasil penelitian menunjukkan bauran pemasaran poliklinik onkologi RSUD Kota Bogor belum maksimal. Terdapat 9 bed di poliklinik onkologi namun masih banyak pasien kemoterapi yang belum tertangani karena tingginya jumlah pasien dan keterbatasan sumber daya. Tarif yang berlaku dirasa cukup terjangkau bagi masyarakat. Promosi RSUD Kota Bogor telah memadai, dilihat dari jumlah kunjungan pasien yang terus meningkat, namun jumlah pasien out of pocket masih minim. Berdasarkan hasil penelitian, diperlukan monitoring dan evaluasi kinerja RSUD Kota Bogor, dan dapat dipertimbangkan penambahan sumber daya poliklinik onkologi terutama bagi pasien out of pocket serta untuk memenuhi kebutuhan konsumen.

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ABSTRACTDevelopment and competition in health care process make the management of RSUD Kota Bogor seeks to give best performance for all consumers. RSUD Kota Bogor has provided a comprehensive medical care to all people in Bogor and regional nearby, but gaps number of patient and limited of resources still could be found in RSUD Kota Bogor. This study is conducted to find out marketing mix in Oncology Polyclinic of RSUD Kota Bogor. It used descriptive and qualitative as the research design which conducted at Oncology Polyclinic of RSUD Kota Bogor in May 2016. The result shows that marketing mix of RSUD Kota Bogor is not optimal yet. There are nine beds in the polyclinic but still there are lots of chemotherapy patient that could not be handled since the high gaps of number between total amount of patient and resources. Cost of treatment of the polyclinic was founded affordable to consumers. Promotion that were conducted by RSUD Kota Bogor looked adequate enough as the total number of patients was getting increase although the number of out of pocket patients was still less than what was expected. Based on the results of this research, monitoring and evaluation for work performance in RSUD Kota Bogor is needed and the addition of resources in Oncology Policlinic should be considered as an important issue, more over for the out of pocket patient to fulfill all of the consumers? needs."

"Penelitian ini mengenai rencana pemasaran Instalasi Griya Puspa Rumah Sakit Umum Pusat Persahabatan Tahun 2011. Jenis penelitian ini adalah penelitian operasional dengan pendekatan metode kualitatif. Penelitian ini telah mengidentifikasi dan menguraikan situasi Griya Puspa dalam posisi tumbuh dan berkembang dimana strategi pemasaran yang direkomendasikan adalah optimalisasi kegiatan pemasaran yang didasarkan pada pengembangan riset dan analisa pasar. Untuk itu ditetapkan anggaran sebesar Rp.646,500,000, dengan harapan Griya Puspa akan memperoleh kenaikan pendapatan pada Tahun 2011 sekitar 20%. Disarankan agar Griya Puspa segera membuat rencana pengembangan riset dan analisa pemasaran untuk memulai kegiatan pemasarannya.

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This research about marketing plan of Griya Puspa in Persahabatan General Hospital on 2011. This research type is operational research with qualitative method approach. This research has identified and elaborates situation of Griya Puspa in grow and build position while marketing strategy recommended is optimalisation of marketing activity based on by propagation of research and market analysis. For the purpose is specified budget equal to IDR. 646,500,000 on the chance of Griya Puspa will obtain increase of earnings at 2011 around 20%. Suggested that Griya Puspa soon blocks in expansion of research and marketing analysis to start the marketing activity."

"Penelitian ini dilatarbelakangi adanya kesenjangan antara jumlah penduduk Cianjur yang sebesar 2.171.281, dengan supply atau pemenuhan layanan kesehatan berupa Rumah Sakit, dimana di Cianjur hanya terdapat 3 rumah sakit. Untuk membangun Rumah Sakit baru di Kabupaten Cianjur diperlukan rencana pemasaran yang tepat yang didasarkan pada usaha untuk memenuhi kebutuhan dan keinginan dari masyarakat Kabupaten Cianjur. Rencana pemasaran yang tepat penting untuk mengembangkan Rumah Sakit yang tidak hanya mampu memenuhi kebutuhan masyarakat akan layanan masyarakat tapi juga mampu memenuhi kepentingan ekonomi daripada penyandang modal dan para pihak yang berkepentingan terhadap rumah sakit tersebut.Tujuan penelitian ini adalah untuk menetapkan rencana pemasaran yang tepat untuk RS. Dokter Hafiz sebagai rumah sakit baru Tipe C di Cianjur, secara khusus melakukan analisa konsumen dilihat dari kebutuhan dan keinginan masyarakat Cianjur akan layanan kesehatan, melakukan analisa perusahaan, dan melakukan analisa pesaing RS Dr. Hafiz Cianjur.Jenis penelitian merupakan mixed method dengan desain penelitian deskriptif eksploratori melibatkan pengumpulan dan analisa data kuantitatif dan kualitatif.Hasil penelitian menunjukkan bahwa terdapat kesesuaian yang siginifikan antara rencana pemasaran RS Dr. Hafiz terhadap situasi riil di wilayah Cianjur berdasarkan analisa konsumen, analisa pesaing, analisa perusahaan serta terhadap ekspektasi karakteristik layanan kesehatan yang diharapkan oleh masyarakat Cianjur.Saran yang diberikan dari penelitian ini adalah dalam upaya menjalankan usaha RS agar senantiasa memperhatikan kesesuaian rencana pemasarannya terhadap kondisi kebutuhan konsumen, kemampuan dan target perusahaan serta kondisi pesaing yang ada di wilayah tersebut.

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This study is motivated by the gaps between the size of the total population of Cianjur 2,171,281, and the supply fulfillment of the health service hospital, where there are only 3 in Cianjur hospital. To build a new hospital in Cianjur Regency needs the right marketing plan based on efforts to meet the needs and desires of Cianjur Regency society. The importance of the right marketing plan to expand the hospital that are not only able to meet the needs of public service of the community, but will also be able to meet the economic importance of defending the capital and the stakeholders of the hospital.The purpose of this study was to establish a marketing plan that is right for RS. Doctor Hafiz as a new hospital Type C in Cianjur, specifically seen from analyzing consumer needs and desires of society for Cianjur health services, the company analysis, and analyzing competitors of RS Dr. Hafiz Cianjur.This study uses a mixed method research, with design exploratory descriptive study that involved the collection and analysis of quantitative and qualitative data.The results showed that there is good compatibility between RS Dr. Hafiz marketing plan with the real situation in Cianjur region based on analysis of consumer, competitor analysis, industry analysis as well as the expectations of the characteristics of the health service expected by the Cianjur citizen.Suggestions that is given from the research is in order to run a hospital continually observe the suitability of its marketing plan for the situation of the needs of consumers, the ability and the enterprise?s target and the condition of existing competitors in the region."

"Komunikasi pemasaran merupakan ujung tombak pemasaran, sering tindakan pemasaran tidak: atau kurang dikenal oleh konsumen karena kurang dilakukan tindakan komunikasi pemasanm. Layanan kebidanan RSU Bbakti Yudba Depok merupakan layanan tertua dan memiliki pengalaman yang lebih banyak dari layanan yang ada di rumah sakit tersebut dalam melayani masyarakat kota Depok tentu saja bisa menjadi market leader rawat inap kebidanan diantam rumah sakit lainnynamun sayangnya biarpun menjadi market leader bagi rawat inap kebidanan tingkat kunjungan rawat inap tersebut mengaiami penurunan bisa dilihat data kunjungan rawat inap di RSU Bhakd Yudba pada tabun 2007 sebesar 28,51% dan padn tahun 2008 sehesar 26,91% turun sekitar 1.60% dihandingkan pada tabun scbelumnya. Oleh karena itu tujuan penelitian inl adalah menganalisis bauran komunikasi pemasarnn di instalasi layanan kebidanan rwnah sakit umum Bhakti Yudba Depok. Jenis penelitiannya adalah penelitian studi kasus dengan pendekatan kualitatif hennaksud uutuk melakukan analisis yang bersifat mendalam terhadap bauran komunikasi pemasuran lnstalasllayanan kebidnnan di rumah sakit umum Bhakti Yudba Depok Cara pengumpulan data menggunakan metode wawancara mendalam (Indeplh Interview) dan observasi Japangan. Hasil penelitian ini menunjukan bahwa bauran komunikasi yang telah dilaksanakan oleh lnstalasi layanan kebldnnan masih terbilang kunmg ideal dihandingkan kan teori yang ada yang mengakibatkan target yang dikehendaki belum bisa terpenuhi.

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Communication is the spearhead of marketing, marketing actions are often not or less known by consumers. the lack of action undertaken marketing communications, Midwifery services RSU Bhakti Yudba Depok is the oldest and services have the experience more of a service that is in the hospital in Jakarta to serve the people of the city, of course, can be a market leader Inpatient obstetrics among other hospital but unfortunately even become a market leader for care inap-level midwifery Inpatient visits are decreasing data traffic can be seen in the Inpatient RSU Bhakti Yudha in 2007 was 28.51% and in the year 2008 of approximately 26.91% down 1.60"/o compared to the previous year. Therefore, the purpose of this research is analyzing a mixture of marketing communications services in the Installation obstetrics hospital general Bhakti Yudha Depok. Type of research is case study research with a qualitative approach wanted to make a deep analysis of a mixture of marketing communications Installing midwifery services at a public hospital Bhakti Yudha Depok. How data collection methods using depth interviews (depth Interview) and field observations. Results of this research showed that the mixture of communication that have been implemented by the Installation midwifery services is relatively less compared to a theoretical ideal that is the target of the desired result can not yet met."

"Achievement of hospital marketing is strongly rely on their perception of costumer behaviour. Loyal costumer grow to be a valuable asset for health service provider. The understanding of costumer loyalthy development phases could construct costumer trustworthiness.Haji Hospitas is a private hospital located at Pondok Gede, East Jakarta From 2007's data of Out Patient Rate, can be concluded that the number tend to be decreasing and showed no significant improvement. Considering on the situation, which is more expensive to reach new costumer than to retain the old ones, then hospital management is willing to improve marketing strategy by identifying their marketing mix which related to I-laji?s costumer loyalty.Thesis objective is to discover relationship between Haji?s marketing mix with their costumer loyalthy. Therefore, this research is an observational study through cross-sectional quantitive analysis approach. Primary data collection is performed through self administrated questionaire toward I I0 respondents.Quantitive approach indicated majority of respondents are having a good perception with the existing marketing mix at Haji Hospital. The result of Chi Square test shows that the determining variables are : location aspect, waiting time aspect and access of informaton aspect. This research conclude : to perform the significance connection between products, prices, promotion and peoples with costumer loyalthy, this study should be completed with qualitative approach.This thesis is also proposing suggestion to perform study of building the costumer retention marketing programme by hospital management The application programme, based on the research result are Relationship Marketing Programme, Frequent Costumer Gilt, Testimonial Letter and Recommend a Frien and Family Member Reward."

"Skripsi ini membahas tentang pengembangan strategi pemasaran di RSKO Jakarta tahun 2011. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif analitik. Hasil penelitian ini RSKO Jakarta berada pada sel V, yaitu dalam posisi hold & maintain. Strategi yang umum dipakai pada posisi tersebut adalah strategi pengembangan produk dan strategi penetrasi pasar. Alternatif strategi pemasaran tersebut harus dilaksanakan secara berkelanjutan dan terintegrasi. Pengembangan strategi pemasaran juga diperlukan karena setiap tahunnya kondisi eksternal maupun internal senantiasa mengalami perubahan. Diperlukan pula dukungan manajemen puncak serta kesadaran dari para staf tentang pentingnya pemasaran agar strategi pemasaran tersebut dapat berjalan lebih optimal.The focus of this study is the development of marketing strategy at RSKO Jakarta in 2011. The study was a qualitative research with descriptive analytic design. The result of this study, RSKO Jakarta located on the cell V, which is in position to hold and maintain. The strategy commonly used in these position are product development and market penetration strategy. The alternative marketing strategies should be implemented with sustainable and integrated. Development of marketing strategy is also needed because every year the external and internal conditions constantly changing. Top management support and awareness from staff about the importance of marketing will makes marketing strategy can be more optimal."

"ABSTRAKAtas dasar berbagai pertimbangan, di Rumah Sakit Harum telah dilakukan pengembangan berupa penambahan gedung baru dengan prioritas penggunaan untuk fasilitas pelayanan rawat inap, yaitu penambahan tempat tidur dari 40 Tempat Tidur menjadi 102 Tempat Tidur. Namun 4 bulan setelah pengembangan (untuk sementara dibuka 60 Tempat Tidur), jumlah pasien relatif tetap, sehingga terjadi penurunan BOR yang cukup tajam, yaitu dari rata-rata di atas 70% menjadi sekitar 40%.Dalam rangka meningkatkan BOR dengan perusahaan-perusahaan sebagai segmen pasar sasaran, pertanyaannya adalah : Bagaimana kebijakan bauran pemasaran yang optimal untuk pelayanan rawat inap Rumah Sakit Harum kepada perusahaan-perusahaan sebagai segmen pasar sasaran ? Sedangkan tujuan penelitian adalah untuk mengnalisa kebijakan bauran pemasaran yang optimal untuk pelayanan rawat inap kepada perusahaan-perusahaan sebagai pasar sasaran.Penelitian dilakukan di Rumah Sakit Harum dengan cara observasi, wawancara, dan pengkajian dokumen. Lingkup penelitian meliputi : (1) Bauran Penawaran, terdiri atas Fasilitas Pelayanan Rawat Inap (produk), Arus Penerimaan Pasien (distribusi), dan Tarif Khusus (harga), (2) Bauran promosi, meliputi penjualan personal, periklanan, promosi penjualan, dan hubungan masyarakat, serta (3) Karakteristik perusahaan, meliputi karakteristik dalam pembelian, pelayanan yang baik, ikatan kerjasama, dan kerjasama yang langgeng.Hasil penelitian berupa data-data tentang bauran penawaran yang ditawarkan Rumah Sakit dan yang disetujui perusahaan, bauran promosi yang dilakukan Rumah Sakit dan yang diinginkan perusahaan, serta karakteristik perusahaan dari sudut pandang Rumah Sakit maupun sudut pandang perusahaan-perusahaan.Dari pembahasan dapat disimpulkan bahwa kebijakan bauran pemasaran yang optimal untuk pelayanan akan tercapai apabila : (1) Dilakukan pengembangan kebijakan bauran penawaran yang optimal, (2) Dilakukan pengembangan bauran promosi yang optimal, dan (3) Dilakukan pemahaman yang optimal terhadap karakteristik perusahaan-perusahaan.Pengembangan kebijakan bauran penawaran yang optimal dapat berupa pengembangan jangka pendek maupun jangka panjang. Pengembangan jangka pendek umumnya dalam rangka mengatasi permasalahan yang ada dan tercakup dalam pengembangan draft kontrak kerjasama. Sedangkan pengembangan jangka panjang direncanakan dalam rangka mengantisipasi permasalahan-permasalahan yang mungkin akan timbul, dan tercakup dalam program-program pengembangan rumah sakit.Pengembangan kebijakan bauran promosi dan peningkatan pemahaman terhadap karakteristik perusahaan-perusahaan sebagai segmen pasar sasaran umumnya berupa pengembangan jangka panjang dan tercakup dalam program-program pengembangan rumah sakit.

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ABSTRACT

Based on various considerations, in Harum Hospital the development has been conducted such as the addition of new building with the main use for the facilities of in-patient services, that is the addition of beds from 40 to 102. Nevertheless, four months after the development (at the moment opened 60 beds), total patients were relatively stable, so that it happened that BOR was rather high decrease, that is from the average over 70% to around 40%.

Therefore, to increase BOR with companies as the target market, the question is: How is optimal marketing mix policy for in-patient services in Harum Hospital to the companies as the target market segment? Meanwhile, the research goal is to analyze optimal marketing mix policy for in-patient services to the companies as the target market.

The research was carried out in Harum Hospital in manner of observation, interview and document study. The scope of the research covered: (1) The offer mix, consisting of Facilities of In-patient Services (products), the Access of receiving patient (distribution), and Special Tariff (Price), (2) Promotion mix, including personal sales, advertising, sales promotion, and public relations, and (3) The characteristic of a company, including that of purchasing, good services, cooperation relationship, and permanent cooperation.

The research results covered the summary of data on the offer mix given by the Hospital and agreed by the companies, promotion mix made by the Hospital and desired by the companies, and the characteristic of a company from the viewpoint of Hospital and also that of the companies.

From above discussion, it can be summarized that optimal marketing mix policy for the services will be reached if: (I) It is carried out the development of optimal offer mix policy, (2) It is conducted optimal promotion mix development, and (3) It is made optimal knowledge over the characteristic of the companies.

The optimal offer mix policy can be long-term and short-term development. The short-term one is generally in the framework of handling the existing problems and covered in the development of cooperation contract draft. On the other hand, the long-term one is planned in the framework of anticipating problems which are possible to occur, and included the hospital development programmes.

The development of promotion mix policy and the rising understanding over the characteristic of the companies as the target market segment are generally in the form of long-term development and covered in the hospital development programmes."