DIAN PRATIDINA, 101414453008 (2016) STRATEGI PEMASARAN DENGAN METODE ANSOFF BERDASARKAN ANALISIS 4C (CHANGE, COMPETITOR, CUSTOMER DAN COMPANY) SEBAGAI UPAYA PENINGKATAN KUNJUNGAN POLI GIGI (Studi di RSU Al Islam H.M. Mawardi Krian Kabupaten Sidoarjo). Thesis thesis, Universitas Airlangga.
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Abstract
The problem in this study was the decreasingof the visits number in dental clinic on January to December 2014, decreased to 306 from 604 in January to September 2015 (percentage decrease of 49%). This research was a descriptive study with cross sectional data collection, location was in RSIM dental clinic and PPK 1 in Krian East Java.the study period was January to June 2016.. The results were: (1) Segmentation and the marketing target of dental clinic patients in RSIM is patient with BPJS membership. (2) Positioning Dental clinic RSIM as " the top choice, complete, safe and comfortable dental clinic for patientswithBPJS membership". (3). The change was BPJS external policies regarding from government that manages JKN for dental clinic. (4) The Competitors of RSIM Dental clinic servicesis Anwar Medika Hospital that was located in District of Balong Bendo. (5) In patients who had dental service utilization in RSIM dental clinic was good. (6) (Company) The condition of the company through the aspects of asset (tangible and intangible) was good. (7) The SWOT analysis is in quadrant II. (8) The marketing strategies using Ansoff matrik was in quadrant product development. (9) Ansoff marketing strategy recommendations were Conducting seminar or knowledge transfer with PPK 1 on a regular basis, Conducting Social events involving some dentists, Digital marketing, conducting the communication system with the patients through website, facebook, twitter, instagram. Suggestion of this research was to build a consistent marketing effort through increasing cross-selling to the medical staff at RSIM.
| Item Type: | Thesis (Thesis) | |||||||||
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| Additional Information: | KKC KK TKA.59/16 Pra s | |||||||||
| Uncontrolled Keywords: | Marketing Strategy, Change, Competitor, Customer, Company | |||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products | |||||||||
| Divisions: | 10. Fakultas Kesehatan Masyarakat > Magister Administrasi dan Kebijakan Kesehatan | |||||||||
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| Depositing User: | Guruh Haris Raputra, S.Sos., M.M. '- | |||||||||
| Date Deposited: | 09 Nov 2016 19:10 | |||||||||
| Last Modified: | 19 Dec 2017 16:15 | |||||||||
| URI: | http://repository.unair.ac.id/id/eprint/45585 | |||||||||
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