THE INDONESIAN JOURNAL OF

BUSINESS ADMINISTRATION
Vol. 1, No. 8, 2012: 549-554
PROPOSAL OF MARKETING STRATEGY FOR INSTALASI RIK
PARAHYANGAN PAVILION RSUP DR. HASAN SADIKIN BANDUNG
Azniar Nurina and Mustika Sufiati Purwanegara
School of Business and Management
Institut Teknologi Bandung, Indonesia
azniar.nurina@sm!it.ac.id" niar#si$%&@'ahoo.com
Abstract ! Along with the changes of social society
and the flow of inforation, c!stoer"s need for
#!ality of ser$ice is higher, incl!ding health ser$ice in
hos%ital. &or soe %eo%le, they %ercei$ed health
ser$ice in %ri$ate hos%ital is s!%erior than go$ernent-
owned hos%ital. 'oreo$er, soe of the %referred to
!se health ser$ice a(road. )ince edi! * higher
econoic class c!stoer ha$e a(ility to choose health
ser$ice they needed, it is i%ortant to in#!iry factors
that infl!enced their decision a+ing. ,he research for
this thesis was cond!cted at -./ 0arahyangan
0a$ilion 1asan )adi+in 1os%ital in 2and!ng. ,he
%ro(le is low 2ed 3cc!%ancy -ate 423-5.
6$entho!gh e$ery year, hos%ital i%ro$e their facility,
either added their (ed ca%acity or added s!%%orting
facilities, the efforts still did not !rge standar !sage
ca%acity 23- which is a(o!t 857 of occ!%ancy.,he
ain foc!s of this thesis is to in$estigate the %reference
in%atient ser$ice of %otential c!stoer. ,his st!dy
incl!des internal and e8ternal analysis to deterine the
doinant criterion in infl!encing c!stoer %references
to choose in%atient ser$ice of %artic!lar hos%ital. ,he
data that had (een %rocessed coes fro inter$iew and
#!estionnaire. ,he res!lt are the le$el of i%ortance,
c!stoer %erce%tion and %osition of -./ 0arahyangan
0a$ilion 1asan )adi+in 1os%ital co%ared with its
co%etitor. 2ased on the data and analysis, we can
concl!de that low awareness of .nstalasi -awat .na%
/h!s!s 0arahyangan 0a$ilion -)90 :r. 1asan
)adi+in 2and!ng, negati$e %erce%tion of health ser$ice
and canni(alis (ecae the doinant factor that
ca!se low le$el in 23-. As sol!tion -./ 0arahyangan
0a$ilion 1asan )adi+in 1os%ital is to enco!rage to
a%%ly internal ar+eting co!nication and (elow the
line ar+eting to (!ild c!stoer awareness and create
%ositi$e attit!de toward go$ernent-owned hos%ital
es%ecially 1asan )adi+in 1os%ital.
/eyword : Awareness, .nternal ar+eting, 2elow-the-
line 'ar+eting
(. IN
T
R
O
D
U
C
TI
O
N
In recent 'ears,
Indonesian hos#ital
industr' has undergone
significant
de)elo#ment with the
#assing of )arious
regulations and laws
that aim to encourage
in)estment and create
conditions for usiness
and ser)ices to e a
etter hos#ital.
A##arentl', not onl'
go)ernments that are
oliged to #ro)ide
health ser)ices to the
communit', usiness
#eo#le are now more
acti)el' in)esting in
the hos#ital industr' in
Indonesia. This is the
one that dri)es the
emergence of new
#ri)ate hos#itals in
recent 'ears.
In Indonesia, the
growth of non!
go)ernment hos#ital is
more than go)ernment
hos#ital. The numer
of go)ernment hos#ital
is less than *+ #ercent
from the total hos#ital
in Indonesia. PT
Indonesia Media
,esearch data has
accumulated a stud' in
the field of hos#ital
ser)ices in Indonesia.
The re)iew was aout
#ri)ate hos#itals, that
growth in -uantit' and
-ualit' of ser)ice.
Pri)ate hos#itals are
loaded with
international standard
of ser)ice -ualit'
which makes them
fierce com#etitor
com#ared to
go)ernment!owned
hos#ital. Man' #eo#le
#refer to choose
#ri)ate hos#ital e)en
when health ser)ice
cost in #ri)ate
hos#itals is more
e.#ensi)e than
go)ernment!owned
hos#ital, ecause the'
#ercei)ed #ri)ate
hos#ital as ha)ing
#rofessional ser)ices
and )ariet' of
ad)anced facilities and
e-ui#ment.
Instalasi ,awat Ina#
/husus Pa)iliun
Parah'angan ,S0P
1r. 2asan Sadikin
Bandung was
constructed from
sur#lus funds from
3a#an Bank for
International 4oo#eration 53BI46 assistance of ,#
7&.%89.+:%.+++ ! as a result of differences in the
'en toward the ru#iah. This uilding was located
on the land area of
;.(++ m
8
with a
uilding area
99.+++ m
8
. Instalasi
*;(
N!rina and 0!rwanegara ; ,he .ndonesian <o!rnal of 2!siness Adinistration, Vol.1, No.8, 2012: 549-554
,awat Ina# /husus Pa)iliun
Parah'angan ,S0P 1r. 2asan Sadikin
Bandung was inaugurated on <ctoer
9*, 8++9 and egan to o#erate on 3une
9, 8++8.
Management of Instalasi ,awat Ina#
/husus Pa)iliun Parah'angan ,S0P
1r. 2asan Sadikin Bandung ensure
that onl' committed and dedicated
general #ractitioner and s#ecialist will
e #ermitted and reser)es the right to
treat the #atient. Instalasi ,awat Ina#
/husus Pa)iliun Parah'angan ,S0P
1r. 2asan Sadikin Bandung has (9
eds s#read from 8
nd
floor to ;
th
floor,
di)ided into Primar' 4are ,oom A
and B which consists of one ed. =ach
room is e-ui##ed with air
conditioning, 89 inches tele)ision,
sofa, dining tale and tele#hone. >or
the Primar' 4are ,oom 4 consists of
two eds in one room. All t'#es of
Primar' 4are ,oom A, B, and 4 are
on e)er' floor ut with a different
amount.
In this stud' the indicators used to
descrie the efficienc' of ed used is
Bed <ccu#anc' ,ate 5B<,6. In general,
B<, for Primar' 4are ,oom, I0
5Intermediate 0nit6, and NPI0
5Neonatal Pediatric Intermediate 0nit6
ranged from ;*? ! *+?. =s#eciall' for
the 240 and the Intermediate 0nit,
there is an increase of B<, from 'ear to
'ear, ecause of the increased numer
of eds.
BOR
of
Prim
ary
Care
Roo
m
67.7
61.75 58.38
;%.( 4
5.
7
5
4
3.
9
5
2002 2003
2004 2005
2006 2007
2008 2009
B
O
R

o
f
S
t
r
o
k
e

a
n
d
I
n
t
e
r
m
e
d
i
a
t
e

U
n
i
t
63.83
65.56
64.56
70.2
2
70.2
3
32.29 34.32
43.15
2002 2003
2004 2005
2006 2007
2008 2009
BOR Level of
NPIU
8
0
Per
cent
age
6
0
4
0
2
0
0 F
e
b
M
a
r
A
p
r
M
e
i
J
u
n
J
u
l
A
u
g
S
e
p
t
O
c
t
N

!
"
e
c Jan
>igure 9. B<, of ,I/ Parah'angan
Pa)ilion
The hos#ital stated that the ideal Bed
<ccu#anc' ,ate 5B<,6 is %*?, ased
on that figure, it is clear that until 8+9+,
,I/ Parah'angan Pa)ilion did not reach
its goal. The #rolems that e.ist in
Instalasi ,awat Ina# /husus
Parah'angan Pa)ilion ,S0P 1r. 2asan
Sadikin Bandung is allegedl' ecause
of the low B<,. B<, a)erage le)el is
still elow the standards set ' the
hos#ital management which is :+?.
This #rolem ma' e caused ' the lack
of marketing acti)ities for Instalasi
,awat Ina# /husus Pa)iliun
Parah'angan ,S0P 1r. 2asan Sadikin
Bandung. Their management said that
the' did not do marketing acti)ities as
much as #ri)ate hos#ital, ecause of
constraints set ' go)ernment.
7*. BUSINESS ISSUE
EXPLO
RATION
The usiness
#rolem is how to
make the right
marketing strateg'.
,eferences for this
thesis comes from
the @ournal of
theor' and
research, internal
information from
,I/ Parah'angan
,S2S
management, and
also direct
inter)iews to the
target market. The
a##arent #rolem
that was found in
this stud' is low
le)el Bed
<ccu#an' ,ate in
Instalasi ,awat
Ina# /husus
Parah'angan
Pa)ilion ,S0P 1r.
2asan Sadikin
Bandung. The
usiness issue will
e discussed in
de#th to identif'
root causes of
#rolems occurred.
>rom inter)iews,
these are the causes
of the #rolemA
9B Cack of
marketing
acti)ities of the
Instalasi ,awat
Ina# /husus
Parah'angan
Pa)ilion ,S0P
1r. 2asan
Sadikin
Bandung might
cause some
res#ondents did
not know the
e.istence of
certain
hos#itals 5low
awareness6
8B Peo#leDs
#erce#tions
aout the
-ualit' of
go)ernment!
owned hos#ital
are lower than
#ri)ate
hos#itals.
9. C!c"#t$a
%
Fra&"'r
(
To etter
understand
the causes
of low
le)els of Bed
<ccu#anc' ,ate
5B<,6, this stud'
used a conce#tual
framework elowA
**+
N!rina and 0!rwanegara ; ,he .ndonesian <o!rnal of 2!siness Adinistration, Vol.1, No.8, 2012: 549-554
,I/ Parah'angan Pa)ilion
B$s)!"ss Iss$"s
9BC
o
w

B
e
d

<
c
c
u
#
a
n
c
'

,
a
t
i
o

5
B
<
,
6

I!t"r!a%
A!a%*s)s
STP
:P
SE<T
Anal'si
,oot
>igure 8. 4once#tual >ramework
B. M"t+, - Data C%%"ct)!
a!,
A!a%*s)s
The stud' egan ' conducting
literature stud' and data anal'sis
otained from
internal sources,
the e.#erts of
hos#ital usiness,
and inter)iew
with res#ondent.
The se-uence of
research can e
drawn in figure
elow.
>igure 7.
,esearch
Methodolog'
To hel# us etter
understand the
#erce#tion of
customer who has
e.#erienced the
in#atient ser)ices
in ,I/
Parah'angan
Pa)ilion and
#otential market
5some of them
hardl' know
aout ,I/
Parah'angan
Pa)ilion,6 we
ha)e collect
some data
usingA
9F Guestionnaire
,esearch
data was
otained
' using
-uestionnai
res. The
-uestionnai
re was
distriuted
' ,I/
Parah'ang
an Pa)ilion
manageme
nt to know
#atientDs
#erce#tion
of the
health
ser)ices
that ha)e
een
#ro)ided.
There were
9;:;
-uestionnai
res
otained
from a
stud'
conducted
in 8++(.
8F Inter)iew
was also
conducted
to ,I/
Parah'ang
an and
,S2S
manageme
nt, and
#otential
target
market for
,I/
Parah'ang
an
Pa)ilion.
The o@ecti)es
of anal'sis are
to gain insight
on target
market
#erce#tion
aout ,I/
Parah'angan
Pa)ilion, what are the
factors considered
im#ortant when
choosing hos#ital, as
well as to understand
,I/ Parah'angan
Pa)ilion #osition
relati)e to com#etitor.
B' conducting market
anal'sis, ,I/
Parah'angan Pa)ilion
can understand what
the market thought
aout health ser)ice
the' offered and e
ale to make
ad@ustment for their
strategies a##ro#riatel'.
7. A!a%*s)s -
B$s)!"ss
S)t$at)!
There are se)eral
concern from Porter *
>orces Anal'sis, such
asA
9* The com#etition in
hos#ital or health
usiness getting
tougher. Along with
more hos#itals uilt
' #ri)ate and
go)ernment, local
hos#itals should e
read' to com#ete
with hos#itals in the
countr' and to
com#ete with
international
hos#itals.
9* The sustitution of
the medical
ser)ices ha)e
significant
#otential to reduce
the numer of
#otential customer
of hos#ital.
9* Bu'er #ower of
#atient higher than
,I/ Parah'angan
2asan Sadikin
2os#ital. Because
there are so man'
o#tions for target
market ha)e to
choose for
in#atient ser)ice
#ro)ided '
hos#itals.
>rom internal
com#an' anal'sis, it
found that
management of ,I/
Parah'angan
Pa)ilion did lack of
#romotion acti)ities,
these marketing
acti)ities limited
onl' to elow the
line 5BTC6 marketing
such asA making
leaflets and wesite.
As management of
,I/ Parah'angan
e.#lained, the'
cannot do ao)e the
line 5ATC6 marketing
ecause #rohiited
' the go)ernment
law. The e.isting
#ositioning statement
gi)e unclear message
to #eo#le and less
attracti)e to #atients
who unfamiliar with
the #otential
ad)antages of ,I/
Parah'angan
Pa)ilion. It also
cannot state the
difference etween
-ualit' of health
ser)ices in 2asan
Sadikin hos#ital and
com#etitor. >rom its
#ositioning, itHs not
clear whether ,I/
Parah'angan
em#hasize itself for
referral hos#ital 5like
2asan Sadikin
2os#ital famous for
generall'6 to all
#atient in an' le)el
of socioeconomics or
targeting #atient with
#articular
socioeconomic.
>rom SE<T
Anal'sis,
weaknesses from
Instalasi ,awat Ina#
/husus Parah'angan
Pa)ilion ,S0P 1r.
2asan Sadikin
Bandung are A
9. Incom#lete
diagnostic
e-ui#ment
5health ser)ice
facilities6.
8. 0nstale B<, and its rate still
elow the desired standard.
7. The high le)el of
ad dets.
**9
N!rina and 0!rwanegara ; ,he .ndonesian <o!rnal of 2!siness Adinistration, Vol.1, No.8, 2012: 549-554
;. Some of the su##orting facilities
are not a)ailale, some of them
not in #ro#er condition.
*. 2os#ital Management S'stem is
not -uite good.
&. Negati)e #erce#tion of health
ser)ices in go)ernment!owned
hos#itals
Based on inter)iews with res#ondents,
related to their o#inion aout in#atient
ser)ice etween Instalasi ,awat Ina#
/husus Parah'angan Pa)ilion ,S0P 1r.
2asan Sadikin Bandung and its
com#etitor hos#itals, it could e
concluded that
A
9. Some res#ondents are not aware
of the e.istence of Instalasi
,awat Ina# /husus Parah'angan
Pa)ilion ,S0P 1r. 2asan Sadikin
Bandung
8. <thers, thought that health
ser)ice offered in go)ernment!
owned hos#ital is worse than
#ri)ate hos#ital.
7. 4ontrast with those negati)e
statements from unaware
res#ondents, res#ondents who
e)er take in#atient ser)ice in ,I/
Parah'angan Pa)ilion 2asan
Sadikin 2os#ital, said that the'
ha)e comfortale in#atient room,
the' also satisfied with health
ser)ice gi)en ' general #ractices
and nurses.
In addition to getting information
from the target market #oint of )iew,
the inter)iew was also conducted to
the management of Instalasi ,awat
Ina# /husus Parah'angan Pa)ilion
,S0P 1r. 2asan Sadikin Bandung
concerning marketing acti)ities that
ha)e een made to #romote health
ser)ices in the #a)ilion, es#eciall'
with the aim to im#ro)e Bed
<ccu#anc' ,ate 5B<,6. The
management said that onl' few
marketing efforts of ,I/ Parah'angan
Pa)ilion ,S0P 1r. 2asan Sadikin
Bandung could do ecause it is
ham#ered ' go)ernment regulations.
These regulations #rohiit
go)ernment!owned hos#itals to do
ao)e the line marketing. This is
unfortunate, since Instalasi ,awat
Ina# /husus Parah'angan Pa)ilion
,S0P 1r. 2asan Sadikin Bandung is a
relati)el'
newcomer to the
in#atient ser)ice for
middle u##er
socioeconomic
class. Besides,
e)er' 'ear, ,I/
Parah'angan makes
im#ro)ement not
onl' in health
e-ui#ment ut also
increasing the
numer of ed
#ro)ided. So, the'
strongl' need to let
communit'
es#eciall' target
market know aout
their e.cellence.
Another issue that
seems to cause low
le)els of Bed
<ccu#anc' ,ate
5B<,6 in ,I/
Parah'angan
Pa)ilion is ser)ice
cannialism.
4annialism
occurred when two
rand in the same
#roduct
line, offered '
same #la'er target
same market
segment and
com#ete with each
other ' eating
awa' the market
share without
adding an' )alue to
the marketer. In this
case, ,I/ Anggrek
Pa)ilion ha)e
tendenc' to e
more attracti)e for
#otential customer.
The main reason
wh' #atients #refer
to choose ,I/
Anggrek Pa)ilion
to ,I/
Parah'angan
Pa)ilion is ,I/
Anggrek Pa)ilion
set a chea#er #rice
than ,I/
Parah'angan
Pa)ilion. Ehereas
oth in#atient
ser)ice offered
#remium class. It
can cause #otential
consumers choose
,I/ Anggrek
Pa)ilion o)er ,I/
Parah'angan
Pa)ilion.
>rom industr'
anal'sis, market
anal'sis and
com#etition
anal'sis, it could e
conclude that root
cause of the low
Bed <ccu#anc'
,ate in ,I/
Parah'angan
Pa)ilion are fierce
com#etition among
com#etitor,
negati)e #erce#tion
of health ser)ice in
go)ernment!owned
hos#ital, and low
awareness of ,I/
Parah'angan
Pa)ilion.
7
BUSINESS
SOLUTION A. A%t"r!at)."
B$s)!"ss S%$t)!
This #art contains a descri#tion of
alternati)e solutions can e a##lied to
sol)e the #rolems faced ' ,I/
Parah'angan Pa)ilion 2asan Sadikin
2os#ital in Bandung. As discussed in
cha#ter 8, the root cause that caused
low Bed <ccu#anc' ,atio 5B<,6 in
Instalasi ,awat
Ina# /husus
Parah'angan
Pa)ilion ,S0P 1r.
2asan Sadikin
Bandung are A
9B Cow awareness
of Instalasi
,awat Ina#
/husus
Parah'angan
Pa)ilion ,S0P
1r. 2asan
Sadikin
Bandung
8B Negati)e
#erce#tion of
health ser)ice
offered '
go)ernment!
owned hos#ital
es#eciall' '
those who
doesnHt aware
of ,I/
Parah'angan
e.istence
7B In#atient
ser)ice
cannialism
and fierce
com#etition
among hos#ital
in Bandung
The main thing to
e done to im#ro)e
Beds <ccu#anc'
,ate 5B<,6 as
desired '
management of
,I/ Parah'angan
Pa)ilion
**8
N!rina and 0!rwanegara ; ,he .ndonesian <o!rnal of 2!siness Adinistration, Vol.1, No.8, 2012: 549-554
,umah Sakit 2asan Sadikin Bandung
is to increase awareness in target
markets through some #ro#er
marketing mi. strateg' and do STP
strateg' to generate #ositi)e
#erce#tions of the -ualit' of health
ser)ices offered ' ,I/ Parah'angan
Pa)ilion 2asan Sadikin 2os#ital
Bandung in order to facing its
com#etitor. Internal marketing
communication also need to e done
to im#ro)e an' kind of negati)e
#erce#tion from those who doesnHt
aware of ,I/ Parah'angan e.istence.
8. A!a%*s)s - B$s)!"ss
S%$t)!
=ffecti)e marketing communication is
ased on a clearl' defined cor#orate
image. The image summarizes what
the com#an' stands for and how well
its #osition has een estalished. Ehat
consumer elie)e aout a firm is far
more im#ortant than how com#an'
officials )iew the image.
According to Iinkhan there are
se)eral reasons underl'ing the
im#ortance of com#anies estalishing
and managing the com#an'Ds image,
the' areA
9. 4an stimulate sales
8. 4an estalish the good name of
the com#an'
7. 4onstruct identities for em#lo'ees
;. Affect in)estors and financial
institutions
*. Promote good relations with the
communit', with the go)ernment,
with communit' leaders and
o#inion leaders
&. Jet a #osition in the com#etition.
IV. CONCLUSION
AND
IMPLEMENTATION
PLAN
Pre#aration for elow the line
#romotion must e done from
No)emer 8+98 until 1ecemer 8+97.
The first thing to do is make a new
conce#t for 2asan Sadikin <fficial
Eesite. It might take a month or two
to rainstorm with the management
aout features that need to e added in
the wesite. <nce created, wesite
must e u#dated
#eriodicall', an'
kind of hos#ital
de)elo#ment must
e u#loaded, this
includes either
additional
e-ui#ment or
achie)ement in
-ualit' ser)ice.
Parallel with
#lanning for
u#grading the
wesite,
management should
do another
#re#aration for
internal marketing
and #ulic relation.
Internal marketing
should e done at
least once e)er'
three months, to
re@u)enate the
message. To EoM
strateg',
a##ro#riate #erson
must e chosen
either from internal
hos#ital 5doctors or
other health ser)ice
#ro)ider6 or
s#okes#erson from
e.ternal hos#ital.
Below the line
#romotion must e
done continuousl'.
Besides, message
and information
must e aligned
with #ositioning of
Instalasi ,awat
Ina# /husus
Pa)iliun
Parah'angan ,S0P
1r. 2asan Sadikin
Bandung. 1etails
aout timeline
acti)ities shown in
e.hiit 9.
In order to e.ecute
an' kind of
marketing
acti)ities, there is
funding #lans that
must e made.
=s#eciall' in
internal marketing
acti)ities, #ulic
relation and choose
suitale resource
#erson to s#read
Instalasi ,awat
Ina# /husus
Pa)iliun
Parah'angan ,S0P
1r. 2asan Sadikin
Bandung e.cellenc'. >or further
information, shown in e.hiit 8 and
e.hiit 7.
R"-"r"!c"
Ca#oran /iner@a ,awat Ina# /husus
Pa)iliun Parah'angan ,umah
Sakit 2asan Sadikin
Bandung tahun 8++& K 8+9+
,umah Sakit 2asan Sadikin, a)ailale
from wesite www.rshs.or.id
Eida@at, ,ochmanad@i, 8+99, 2l!e
3cean-1os%ital )trategy :
.no$asi 9nt!+ 9ngg!l di
,engah 0ersaingan, PT
Jramedia Pustaka 0tama,
3akarta.
Iinkhan, Jeorge
M.,
9((+,L.n
)earch of
2rand
.age: A
&o!ndatio
n
AnalysisL,
in
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