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Sesi 2 Manajemen Pemasaran Pelayanan Kesehatan
Sesi 2 Manajemen Pemasaran Pelayanan Kesehatan
Sesi 2 Manajemen Pemasaran Pelayanan Kesehatan
JASA KESEHATAN
Diskusi
American Marketing Association Definition
Marketing is the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational goals
1
3
KEINGINAN
KEPUASAN & LABA
1
HARAPAN
3
BARANG/JASA
TRANSAKSI
(Pertukaran Nilai)
2
BARANG/JASA
diproduksi
Need, want, Demand, Expectation
LABA :
PEMASARAN PERTUKARAN KOMERSIAL
PRODUK & JASA NILAI JUST PROFIT
NIRLABA
B
R
+ A
N
D
KEPUASAN
JANGKA
PANJANG
Model Pemasaran Fokus Pelanggan
MANAJEMEN
Strategi Korporasi Konsep Layanan
Product: Service:
1. Tangible 1. Intangible
2. Minimal customer contact 2. Extensive customer contact
3. Minimal customer participation 3. Intensive customer participation in
in delivery delivery
4. Delayed consumption 4. Immediate consumption
5. Equipment intensive production 5. Labor intensive production
6. Quality easily measured 6. Quality difficult to measure
7. Variability, Imperishability, Inseparable
Variety = Produk
• Jenis dan jumlah layanan beda (Comparative advantages) atau bervariasi
menurut periode waktu tertentu
Value =Price
• Disease, discomfort, disability, defect
• Keselamatan, kepuasan, kepedulian dan keadilan
EKSTERNAL INTERNAL
K SUSPECT,
POTENSIAL K INSTITUSI PENGGUNA
K PROSPEK K PERGURUAN TINGGI
K PELANGGAN K PEMERINTAH
K PELANGGAN LOYAL
K PELANGGAN
ADVOKASI
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