MARKETING STRATEGY TO INCREASE BED OCCUPANCY RATE

Jurnal Ners

View Publication Info
 
 
Field Value
 
Title MARKETING STRATEGY TO INCREASE BED OCCUPANCY RATE
 
Creator Purwaningsih, Purwaningsih
Yunitasari, Esti
 
Subject strategy marketing, BOR, Marketing Mix
 
Description Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service) in formulating marketing strategy to increased Bed Occupancy Rate of Obstetric Gynecology Ward 2. Method: The population are health care personnel including midwife, midwife associate, administrator and also client or consumer. The variable were product, price, place, promotion, people, process and provision of customer service. Data were collected by using structured questionnaire. Result: The result showed that product (type of services, infrastructure and facility), relative price, comfortable and safe place, targeted promotion, trained human resources, standard process and provision of customer service are an important aspect to implement strategy marketing to increase Bed Occupancy Rate. Analysis: The result of this study has enlightened the importance of strategy marketing in health care services based on seven principle of marketing mix. Discussion: Implementation of marketing mix in obstetric gynecology ward 2 need to be considered.
 
Publisher Universitas Airlangga
 
Contributor
 
Date 2017-07-23
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier http://e-journal.unair.ac.id/index.php/JNERS/article/view/4987
10.20473/jn.v3i1.4987
 
Source Jurnal Ners; Vol 3, No 1 (2008): Vol. 3 No. 1 April 2008; 87-90
2502-5791
1858-3598
 
Language eng
 
Relation http://e-journal.unair.ac.id/index.php/JNERS/article/view/4987/3229
 
Rights Copyright (c) 2017 Jurnal Ners
http://creativecommons.org/licenses/by/4.0
 

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