Strategy Marketing in Hospital

Dr. dr. Syahrul, Sp S (K)

FK USK
30 Oktober 2021
Excellent Marketing
 The Guide to Hospital Marketing

• Healthcare marketers face unique challenges
• Hospitals need to be there when needed
• The value of healthcare marketing is often intangible
• First impressions are important
• The unique nature of hospital marketing
• Learn a new definition of marketing
• Meet a new kind of customer
• Rethink product organization and delivery
• The evolution of service line management
• Prepare for a new role in pricing
• Understand the consumer-provider interaction
• A service most consumers don’t want
• All relationships matter
• Focus on human connections
The Marketing Planning Strategy
Strategy
The Management Analysis Centre Model

Identifies four alternative strategies

The high added value and a high number of services
(Private Hospitals which offer high added value for all
the specialities)

The high added value and the reduced number of

services (Paediatrics Hospital)
The reduced added value and a reduced number of
services (Individual medical cabinet)

The reduced added value and a high number of

services which are offered (Public Hospitals)
Customer Strategy
Service and Marketing
Marketing Strategy
 Healthcare Marketing

A working model as a basis for a

‘trialogue’
between
• internal stakeholders,
• strategic leadership and
• external markets
in the context of a business’s strategy
 Tugas Individu/Kelompok

Marketing strategy to improve patients visitation to

RSUD (District Hospital) during COVID-19
pandemic using SWOT analysis
Template 2.4.1: SWOT Analysis Table
Individual
Family Service Social and
Community
and Peer Delivery Structural
Women Men

Strengths

Weaknesses

Opportunities

Threats
Thank You