Komunikasi Pemasaran Terintegrasi dan Preferensi Pasien di Rumah Sakit Kambang Jambi
Abstract
Abstrak
Latar Belakang: Divisi pemasaran Rumah Sakit (RS) berperan penting melalui komponen utama dalam manajemen pemasaran yaitu komunikasi pemasaran terintegrasi yang merupakan bagian dari bauran pemasaran 7P (Product, Price, Place, Promotions, People, Process, Physical Evidence). Komunikasi pemasaran terintegrasi dari 8 model komunikasi utama menurut Kotler dan Keller. Tujuan penelitian untuk mengidentifikasi model komunikasi pemasaran di RS Kambang dan preferensi pasien terhadap model tersebut, sehingga akan didapatkan gambaran dan masukan secara tepat dan efektif mengenai komunikasi pemasaran yang harus diterapkan di rumah sakit.
Metode: Studi cross-sectional dilakukan di RS Kambang menggunakan metode analitik observasional pada bulan Desember 2020 – Januari 2021. Data primer berupa wawancara mendalam kepada stakeholder terkait divisi pemasaran, pasien yang dipilih dengan teknik accidental sampling, serta observasi lapangan, sementara data sekunder berupa telaah dokumen terkait. Instrumen penelitian adalah pedoman wawancara mendalam dan modifikasi 8 model komunikasi utama oleh Kotler dan Keller.
Hasil: Bentuk komunikasi berdasarkan modifikasi 8 model komunikasi pemasaran Kotler dan Keller yang dianggap paling efektif dan efisien adalah bentuk saluran iklan dan pemasaran online serta sosial media. Sementara berdasarkan preferensi pasien, didapatkan bentuk komunikasi yang paling disenangi berupa iklan cetak dan tayangan, sampel/gimmick, olahraga, seminar, media sosial, SMS/Whatsapp, katalog, serta pameran.
Kesimpulan: RS Kambang telah menerapkan 8 model komunikasi pemasaran Kotler & Keller secara umum, namun pada implementasinya tidak semua bentuk komunikasi pemasaran dijalankan. Preferensi pasien terhadap bentuk komunikasi berbeda-beda satu sama lain, hal ini dipengaruhi oleh perbedaan usia, tingkat pendidikan, dan pekerjaan, dan berbagai latar belakang lainnya.
Kata Kunci: Komunikasi Pemasaran, Model komunikasi, Preferensi pasien.
Abstract
Background: The hospital marketing division has a vital role through main components in marketing management is integrated marketing communication which is part of the 7P (Product, Price, Place, Promotions, People, Process, Physical Evidence) marketing mix. Integrated marketing communication consists of 8 main communication models according to Kotler and Keller. This study aimed to identify the marketing communication model in Kambang Hospital and the patient's preferences for this model. Hence, an accurate, effective description and input would be obtained regarding the marketing communication that could be applied in the hospital.
Methods: A cross-sectional study was performed in Kambang Hospital using an observational analytic method in December 2020 - January 2021. Primary data were in-depth interviews with stakeholders related to the marketing division, patients selected by accidental sampling technique, and field observations, while secondary data were in the form of related documents review. The research instrument was an in-depth interview guidance and modification of 8 main communication models by Kotler and Keller.
Results: Communication form based on the modification of 8 Kotler and Keller marketing communication models were considered to be effective and efficient in Kambang Hospital included advertising channels form, also online marketing and social media. Meanwhile, based on patient preferences, the most preferred forms of communication are printed advertisements and impressions, samples/gimmicks, sports, seminars, social media, SMS / Whatsapp, catalogs, and exhibitions.
Conclusion: Kambang Hospital has implemented 8 Kotler & Keller marketing communication models in general, but only some forms of marketing communication were applied. Patients' preferences for forms of communication differ from one another, this is influenced by differences in age, education level, and occupation, and various other backgrounds.
Keywords: Communication Model, Marketing Communication, Patient Preference.
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