PRIMA RAHMADHANY (2015) STRATEGI PEMASARAN UNIT HEMODIALISIS RUMAH SAKIT ROYAL SURABAYA MELALUI ASPEK 4C (Customer, Competitor, Company, Change). Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

The prevalence of chronic kidney disease is increasing. Based on the 2009 survey conducted by the Indonesian Society of Nephrology (PERNEFRI), the prevalence of patients with end-stage renal disease in Indonesia was 12.5%. Unfortunately, the utilization of the Hemodialysis Unit in Surabaya Royal Hospital was only 13.5% of the optimal capacity from January to December 2014. Due to the low utilization of this unit, the management considers the need to improve the marketing strategies in order to give the maximum contribution to the hospital. The objective of this study is to find a marketing strategy for the Hemodialysis Unit of Surabaya Royal Hospital. This is an analytic observational study; the data collection was obtained by cross sectional. Purposive sampling method was used in this study. The research was conducted in three hospitals, namely, Surabaya Royal Hospital, Jemursari Islamic Hospital and Dr. Ramelan Naval Hospital Surabaya. The results of the study were the analysis of marketing strategy based on the 4 C’s aspects in the Hemodialysis Unit of Surabaya Royal Hospital. There was customer aspect, that is, the characteristics of patients using the hemodialysis; the other two hospitals as competitors; the company was the condition of Surabaya Royal Hospital; and changes in the internal and external policies of the hospital. After obtaining data from the three hospitals, the researcher collected the aspirations from Surabaya Royal Hospital management by way of focus group discussion. A tag line was created from the discussion on segmenting, targeting and positioning, namely, “Hemodialysis Unit of Surabaya Royal Hospital is the first choice of safety and comfort for the Social Security Administrator (BPJS) patients”. The conclusion of this study is that the grand strategy for the Hemodialysis Unit based on Ansoff Matrix is the market development which is a meeting between the Hemodialysis Unit as the current product and the members of the Social Security Administrator(BPJS) as the new market.

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