Kajian Konseptual: Strategi Optimalisasi Bauran Pemasaran Untuk Peningkatan Daya Saing Rumah Sakit

Sherly Firsta Rahmi; Nur Husna Dewi; Budi Hartono; Alfani Ghutsa Daud

doi:10.31004/riggs.v4i4.4460

Authors

Sherly Firsta Rahmi Universitas Hang Tuah Pekanbaru
Nur Husna Dewi Universitas Indonesia
Budi Hartono Universitas Hang Tuah Pekanbaru
Alfani Ghutsa Daud Universitas Indonesia

DOI:

https://doi.org/10.31004/riggs.v4i4.4460

Keywords:

Daya Saing Rumah Sakit, Strategi Pemasaran, Pelayanan Kesehatan

Abstract

Persaingan layanan kesehatan yang semakin ketat menuntut rumah sakit untuk menerapkan strategi pemasaran yang lebih adaptif, terukur, dan berorientasi pada kebutuhan pasien. Variasi persepsi masyarakat terhadap mutu layanan pada beberapa rumah sakit, seperti RSUD dr. Soetomo, RS Awal Bros Pekanbaru dan RSUD Kota Yogyakarta, menunjukkan bahwa kualitas interaksi, efisiensi proses, inovasi layanan dan bukti fisik menjadi faktor penting yang memengaruhi daya saing. Bauran pemasaran (marketing mix) menjadi kerangka strategis penting bagi rumah sakit dalam membangun keunggulan bersaing melalui optimalisasi aspek produk, harga, tempat, promosi, proses, bukti fisik, dan sumber daya manusia. Penelitian ini bertujuan mengkaji konsep dan strategi optimalisasi bauran pemasaran dalam meningkatkan daya saing rumah sakit melalui telaah literatur. Metode yang digunakan adalah literature review terhadap 20 jurnal nasional dan internasional yang relevan, terbit dalam rentang sepuluh tahun terakhir, menggunakan pendekatan analisis tematik untuk mengidentifikasi pola strategi efektif. Hasil kajian menunjukkan bahwa penguatan aspek People melalui peningkatan kompetensi komunikasi dan empati, transparansi informasi pada elemen Promotion dan Price, digitalisasi proses pelayanan, modernisasi bukti fisik, serta pengembangan layanan inti yang terintegrasi berkontribusi signifikan terhadap persepsi positif dan retensi pasien. Ketujuh elemen 7P terbukti saling melengkapi dan perlu diimplementasikan secara terpadu untuk menghasilkan keunggulan bersaing yang berkelanjutan. Penelitian ini memberikan landasan konseptual bagi rumah sakit dalam merancang strategi pemasaran yang adaptif, inovatif, dan berbasis patient experience di era digital.

Downloads

Download data is not yet available.

References

Lesmana Putra P, Gani A. Systematic review: Relationship Between Hospital Marketing Mix and patient visits and hospital selection. Journal of World Science. 2024 Jan 31;3(1):126–32. doi:10.58344/jws.v3i1.542

Nurseha, N & Prayoga, D. The Impact of Experiental Marketing to Customer Loyalty in Hospitals. Media Gizi Kesmas. Vol. 12 No. 2 (2023).

Nur Al Islamiyah M, Wuisan DS. Analyzing the impact of marketing mix and hospital brand image on patient satisfaction and loyalty: A study at XYZ Maternity Hospital. Eduvest - Journal of Universal Studies. 2024 Oct 18;4(10):8471–90. doi:10.59188/eduvest.v4i10.1581

Putri WK, Tikirik WO, Ruslang R, Alfiyani L, Yakob A, Rahmah AH, et al. Pengaruh Bauran pemasaran terhadap Kunjungan Rumah Sakit : Literature review. Jurnal Kesehatan Tambusai. 2023 Dec 29;4(4):7038–45. doi:10.31004/jkt.v4i4.22244

Bernstein DN, Crowe JR. Price transparency in United States’ Health Care: A Narrative Policy Review of the current state and way forward. INQUIRY: The Journal of Health Care Organization, Provision, and Financing. 2024 Jan;61. doi:10.1177/00469580241255823

Francesca Chandra A, Nadjib M. Digital Marketing in the hospital: A scoping review. Journal of World Science. 2023 Jan 13;2(1):46–51. doi:10.58344/jws.v2i1.178

Rindu, dkk. The 7Ps Marketing Mix in Hospital Services: A Systematic Mapping of Applications Through a Scoping Review. Jurnal Pendidikan Keperawatan Indonesia. Vol. 11 Issue 1, June 2025.

Berliana Oktavia Setyawati, & Ernawaty. (2024). Digital marketing strategies in healthcare services: literature review. International Journal of Health Science and Technology, 6(2), 89–99.

Bastemeijer CM, Boosman H, van Ewijk H, de Jong-Verweij LM, Voogt L, Hazelzet J.

patient experiences: A systematic review of quality improvement interventions in a hospital setting

. Patient Related Outcome Measures. 2019 May;Volume 10:157–69. doi:10.2147/prom.s201737

Primasari, E. Pengaruh bauran pemasaran sumber daya manusia (SDM) terhadap loyalitas pasien rumah sakit: Systematic revie. Jurnal ARSI. Volume 7 Number 3 June. 2021.

Chen, X., et al. How does overall hospital satisfaction relate to patient experience with nursing care? A cross-sectional study in China. BMJ Open. Volume 12, Issue 1. 2021.

Rahman A, Yusuf M, Hakim R. The influence of therapeutic communication on patient satisfaction in hospital services. J Health Commun. 2015;7(2):p. 1–10.

Kim H, Lee S. Empathy as a determinant of patient-perceived service quality in healthcare settings. Int J Healthcare Manag. 2017;10(3):p. 1–10.

Pratama R, Widyaningsih N. The impact of interpersonal communication training on patient engagement in hospitals. J Manaj Pelayanan Kesehat. 2019;22(1):p. 1–10.

Sari DK, Handayani PW, Widianti T. Professional competence and patient education as mediators of patient-centered marketing. J Adm Kesehat Indones. 2020;8(2):p. 1–10.

Chandra A, Nugroho Y. Personalized interaction and emotional bonding in patient relationship management. J Serv Sci Health. 2021;6(1):p. 1–10.

Hwang J, Park H, Kim M. Digital health education and patient engagement: effects on trust and loyalty. Health Mark Q. 2016;33(4):p. 1–10.

Santoso B, Wibowo A. Transparent promotion strategies and their effect on patient trust in hospitals. J Kebijakan Kesehatan Indones. 2018;7(2):p. 1–10.

Meyer K, Cho J. Two-way digital communication and patient satisfaction in hospital marketing. J Med Internet Res. 2020;22(11):p. 1–10.

Liu Y, Park S. Pricing transparency and perceived price fairness in healthcare services. Int J Consum Stud. 2017;41(5):p. 1–10.

Rohmah L, Fadhilah M, Setiadi D. Value for money as mediator between patient-centered marketing and loyalty. J Ilmu Kesehatan Masyarakat. 2021;12(3):p. 1–10.

Gaynor M, Vogt W, Town R. Simplifying service processes to improve patient satisfaction. Health Econ Rev. 2016;4(2):p. 1–10.

Fauzi A, Ardiansyah R. Digital transformation of hospital service processes and its impact on patient comfort. J Teknologi Kesehatan. 2019;5(1):p. 1–10.

Wijaya R, Lestari F. Consistency of hospital service processes and patient experience predictability. Hosp Serv J. 2023;4(1):p. 1–10.

Ahn J, Park S. Accessibility as a strategic factor in healthcare marketing. Asia Pac J Health Manag. 2015;10(1):p. 1–10.

Nurmala I, Suryani D, Putra A. Waiting room comfort and perceived service quality in hospitals. J Kesehatan Lingkungan. 2019;11(2):p. 1–10.

Chen L, Huang Y. Modern facilities and cleanliness as indicators of healthcare quality. Int J Health Care Qual Assur. 2020;33(6):p. 1–10.

Azizah S, Hidayat R, Munawaroh S. Self-service kiosks and perceived hospital professionalism. J Teknologi Informasi Kesehatan. 2022;8(1):p. 1–10.

Harper J, Stone P. Clinical service quality as predictor of patient satisfaction. J Clin Serv Qual. 2018;12(4):p. 1–10.

Melati R, Gunawan I. Integrated hospital service systems and patient loyalty. J Manajemen Pelayanan Kesehatan. 2020;13(1):p. 1–10.

Lestari NW, Widodo A, Suryani N. nalisis kepuasan pasien rawat jalan di RSUD Dr. Soetomo Surabaya. J Adm Kesehat Indones. 2020;8(2):p. 76–82.

Available from: https://e-journal.unair.ac.id/JAKI/article/view/18445

Sari DM, Mulyani R. Pengaruh layanan digital dan customer service terhadap kepuasan pasien rawat jalan di RS Awal Bros Pekanbaru. Prepotif J Kesehatan. 2023;7(1):p. 78–85.

Wulandari RD, Supriyanto S, Nurhayati N. Analisis persepsi dan kepuasan pasien terhadap mutu pelayanan RSUD Kota Yogyakarta. Medicoeticolegal Health Law J. 2019;8(1):p. 80–87.

Harahap, N. Determinants of patient perception and hospital competitiveness in Indonesia: A systematic review. Int J Healthc Manag. 2022;15(3):p. 210–218.