ANALISIS PENETAPAN PASAR SASARAN RUMAH SAKIT STELLA MARIS MAKASSAR TAHUN 2008

Abstract

Backgrounds: The increasing of quality competition in service
of hospital health, driving management of Stella Maris Hospital
in Makassar to design business strategy which can be cost
effective and improve the earnings. Strategy of target marketing
is one of the accurate alternatives because hospital will get
some benefit namely: 1) more efficient resource allocation 2)
can chosen the more interesting target, 3) more comprehending
of requirement and market desire 4) progressively narrow the
scope market served, and 5) progressively understand the
hospital to its market behavior.
Objectives: The aim of this research is to find out the hospital
market segment based on: the consumer characteristics, the
interest of market segment, and the profile of Stella Maris
Hospital in Makassar.
Methods: The research was carried out in the inpatient unit
of Stella Maris Hospital in Makassar. The data were obtained
by survey and questionnaire to 115 patients or patients’ family
in the inpatient unit of Stella Maris Hospital in Makassar from
April 15 to May 15, 2008.
Results: The result shows that based on customers’
characteristics, there were three market segments namely
segment I consisting of 30 people (26.09%); segment II
consisting of 25 people (21.74%); and segment III consisting
of 60 people (52.17%). Based on the interest of market segment,
segment III is determined as the target market by Stella Maris
Hospital in Makassar and labeled as health care maximize.
Based on the profile of Stella Maris Hospital in Makassar which
is viewed from potential market size, market compartment, the
number of closest competitors, substitution attendance,
geographical accessibility, and relationship between segment
with partner companies or insurance, segment III is determined
as the target market by Stella Maris Hospital in Makassar, and
labeled as health care maximize.
Conclusions: Viewed from the segment interest and the
profile of Stella Maris Hospital in Makassar, segment III which
labeled as health care maximize is determined as the target
market of Stella Maris Hospital in Makassar in 2008.
Keywords: target market, segmentation, hospital marketing