The Role of The Marketing Mix Factors in Hospital Selection

Yuni Rahmawati; Susilowati Susilowati

doi:10.22146/ahj.v5i1.73529

The Role of The Marketing Mix Factors in Hospital Selection

https://doi.org/10.22146/ahj.v5i1.73529

Yuni Rahmawati^(1*), Susilowati Susilowati⁽²⁾

(1) Postgraduate Programe, Faculty of Medicine, Public Health, and Nursing, Universitas Gadjah Mada, Yogyakarta, Indonesia
(2) Public Health Science, Faculty of Medicine, Public Health, and Nursing, Universitas Gadjah Mada, Yogyakarta, Indonesia
(*) Corresponding Author

Abstract

Background: The problems faced by Soerojo Hospital is currently decreasing the number of outpatient visits and decreasing customer satisfaction. Marketing mix analysis based on satisfaction surveys which on average are good based on hospital customer perceptions and targeted revenue targets from out-of-pocket sources of 30 percent require the right marketing mix tactics for potential customers in the comunity. This study will help Soerojo Hospital choose dominant factor of the marketing mix in hospital selection for making optimal marketing strategy. The aims of this study was to identify the role of the marketing mix factors on people's decisions in hospital selection. Materials and Methods: This study was conducted with a descriptive, quantitative approach, cross sectional research design, 385 respondents were surveyed with questionnaires and data analysis was carried out with program packages. Results: The components of the marketing mix that occupy the top three positions are the location component with a median of 4.67(1-5), the process component with a median of 4.60 (1-5) and the cost component with a median of 4.50 (1-5). There was a significant difference between the groups who choose and did not choose Soerojo mental hospital in the doctor/staff and promotion (p value <0.05). Conclusion: The location, process and cost components are the components of the marketing mix that most influence the decision to choose a hospital. Suggestions for improvements that can be made by RSJ Prof. Dr. Soerojo Magelang based on the results of this study.

Keywords

Decission; marketing mix; people

Full Text:

PDF

References

Doshi AH, Kihira S, Mahmoudi K, Dayan E, Carlon T, Marinelli B, Et Al. Impact Of COVID-19 Social Distancing Regulations On Outpatient Diagnostic Imaging Volumes And No-Show Rates. Clinical Imaging. 2021 Aug;76:65–9. 2. Wosik J, Clowse MEB, Overton R, Adagarla B, Economou-Zavlanos N, Cavalier J, Et Al. Impact Of The COVID-19 Pandemic On Patterns Of Outpatient Cardiovascular Care. American Heart Journal. 2021 Jan;231:1–5. 3. Lábaj M, Silanič P, Weiss C, Yontcheva B. Market Structure And Competition In The Healthcare Industry: Results From A Transition Economy. Eur J Health Econ. 2018 Nov;19(8):1087–110. 4. Yi J, Yuan Y, Zhao S. Differential Responses To Market Competition By Private And Public Hospitals In China: A Longitudinal Analysis. The Lancet. 2019 Oct 1;394:S37. 5. Richter JP, Muhlestein DB. Patient Experience And Hospital Profitability: Is There A Link? Health Care Manage Rev. 2017 Sep;42(3):247–57. 6. Mwangi SM. Marketing Strategies And Performance Of Private Hospitals In Nairobi County. 2015;56. 7. Purcarea VL. The Impact Of Marketing Strategies In Healthcare Systems. J Med Life. 2019;12(2):93–6. 8. Kotler P, Armstrong G. Principles Of Marketing. Sixteenth Edition. Boston: Pearson; 2015. 708 P. 9. Ravangard R, Khodadad A, Bastani P. How Marketing Mix (7Ps) Affect The Patients’ Selection Of A Hospital: Experience Of A Low-Income Country. J Egypt Public Health Assoc. 2020 Dec;95(1):25. 10. Al-Balushi SMA, Khan MFR. Factors Influencing The Preference Of Private Hospitals To Public Hospitals In Oman. Ijmier. 2017 Nov 2;3(2):67–77. 11. Al-Daoar R, Zubair D. A Conceptual Framework Of Service Quality, Patient Choice, And Loyalty In Hospitals Vels Management Journal. 2016 Dec 30;2. 12. Abedi G, Abedini E. Prioritizing Of Marketing Mix Elements Effects On Patients’ Tendency To The Hospital Using Analytic Hierarchy Process. International Journal Of Healthcare Management. 2017 Jan 2;10(1):34–41. 13. Widoyoko S. Teknik Penyusunan Instrumen Penelitian. 1st Ed. Yogyakarta: Pustaka Pelajar; 2012. 14. Dahlan M. Statistik Untuk Kedokteran Dan Kesehatan. 6th Ed. Jakarta: Epidemiologi Indonesia; 2014. (1). 15. BPS. Badan Pusat Statistik Kota Magelang [Internet]. 2020 [Cited 2021 Mar 20]. Available From: Https://Magelangkota.Bps.Go.Id/Statictable/2018/01/19/266/Jumlah-Penduduk-Akhir-Tahun-Menurut-Kelompok-Umur-Dan-Jenis-Kelamin-Di-Kota-Magelang-2010-2019.Html 16. BPS. Badan Pusat Statistik [Internet]. 2019 [Cited 2021 Mar 20]. Available From: Https://Www.Bps.Go.Id/Indicator/30/1816/1/Angka-Morbiditas-Menurut-Wilayah.Html 17. DISDUKCAPIL. Data Sektoral - - Data Jumlah Penduduk Per Profesi Kab. Magelang [Internet]. 2021 [Cited 2021 Jun 11]. Available From: Https://Pusaka.Magelangkab.Go.Id/Penduduk/Pekerjaan/Index 18. Magelang K. DDA [Internet]. 2020 [Cited 2021 Jun 11]. Available From: Http://Datago.Magelangkota.Go.Id/Frontend/Item-Dda?Item=977 19. KEMENKES K. Kementerian Kesehatan Republik Indonesia [Internet]. 2020 [Cited 2021 Jun 11]. Available From: Https://Www.Kemkes.Go.Id/Article/View/20121300001/Pemerintah-Upayakan-Universal-Health-Coverage-Bagi-Masyarakat-Indonesia.Html 20. Raadabadi M, Pourshariati F, Askarzadeh E, Mousavi 4* SM. Factors Affecting Patients’ Preferences Based On The Mixing Factors Of Marketing Services In Hospital Selection. International Journal Of Health Studies [Internet]. 2019 Dec 28 [Cited 2021 Feb 14];5(4). Available From: Https://Doi.Org/10.22100/Ijhs.V5i4.696 21. Sreenivas T, Srinivasarao B, Rao US. 7Ps In Corporate Hospitals – Administrators’ Perspective. 2013a;17. 22. Sreenivas T, Srinivasarao B, Srinivasa Rao U. An Analysis On Marketing Mix In Hospitals. Advances In Management [Internet]. 2013b [Cited 2021 Feb 14]; Available From: Https://Ideas.Repec.Org/A/Mgn/Journl/V6y2013i2a8.Html 23. Moscelli G, Siciliani L, Gutacker N, Gravelle H. Location, Quality And Choice Of Hospital: Evidence From England 2002–2013. Regional Science And Urban Economics. 2016 Sep 1;60:112–24. 24. Malik J, Varma D. Factors Affecting Patient Decision In Selecting Government And Private Hospitals In Delhi, India. 2018 [Cited 2021 Jun 11]; Available From: Https://Www.Academia.Edu/37626164/ 25. Shrimali DD. Factors Affecting Patients’ Decision In Selection Of Hospital. 2014;6. 26. Kotler P, Keller K. Marketing Management. Pearson [Internet]. 2016 [Cited 2021 Feb 14]; Available From: Https://Www.Academia.Edu/43200150/Marketing_Management_15th_Edition_By_Philip_Kotler_Kevin_Lane_Keller 27. Setyowati A, Soekotjo H. Effect Of Service Marketing Mix On Hospital Selection Mediated With Brand Image On Hospital’s Outpatients. International Journal. 2020;4(4):8.

DOI: https://doi.org/10.22146/ahj.v5i1.73529