Efektivitas Efektivitas Strategi Segmenting, Targeting, Positioning terhadap Pelayanan Kesehatan : Literature Review
The Effectiveness of Segmenting Strategy, Targeting, Positioning on Health Services : Literature Review
Abstract
Latar belakang: Di era globalisasi, rumah sakit dituntut selalu berinovasi serta mampu mempertahankan pelanggan serta melakukan penyesuaian terhadap perubahan pasar. Hal ini dapat dilakukan dengan melakukan strategi promosi, diantaranya melalui segmenting, targeting, dan positioning.
Tujuan: Untuk membahas bagaimana strategi segmenting, targeting, dan positioning diterapkan sebagai salah satu strategi pemasaran rumah sakit.
Metode: Studi literature review dengan jurnal penelitian yang sudah dipublikasikan di rentang waktu 5 tahun terakhir.
Hasil: Rumah sakit telah melakukan strategi pemasaran berupa Segmenting, Targeting, dan Positioning. Ketiga hal tersebut menjadi cara yang tepat dalam memperbaiki pelayanan kesehatan berdasarkan apa yang dibutuhkan pasien
Kesimpulan: perlu melakukan penguatan strategi promosi khususnya segmenting, targeting, dan positioning untuk meningkatkan kualitas layanan, meninggalkan kesan yang baik, dan memperoleh profit.
References
Rosnaini. Analisis Strategi Segmentation, Targeting, Positioning (STP) Pada PT. Kumala Celebes Motor (Mazda Makasar). Makasar; 2018.
Azhary ME. Potret Bisnis Rumah Sakit Indonesia. Econ Rev. 2009;218:1–8.
Lee T. How U.S. Health Care Got Safer by Focusing on the Patient Experience. Harvard Business Review. 2017;
Usaha KPP. Penelitian Pelaku Usaha dan Struktur Pasar pada Sektor Jasa Rumah Sakit. 2020.
Swenson, Bastian, Nembhard. Healthcare Market Segmentation and Data Mining: A Systematic Review. Health Mark Q. 2018;3(35).
Shank, Lyberger. Segmentation, Targeting, and Positioning. Sport Mark. 2020;241–90.
Saqib. Positioning –ALiterature Review. PSU Res Rev. 2021;2(5):141–69.
Giusman R, Nurwahyuni A. Evaluasi Pelayanan Rawat Jalan RS X Melalui Segmenting, Targeting Positioning. J Manaj Kesehat Yayasan RS Dr Soetomo. 2021;7(1).
Yasrizal MA, Sulistiadi W. Studi Segmentation, Targeting, Positioning (STP) pada Bauran Pemasaran Produk Klinik Eksekutif Rumah Sakit Gigi Mulut pada Masa Pandemi Covid-19. J Telenursing2 [Internet]. 2022;4(1):168–76. Available from: https://journal.ipm2kpe.or.id/index.php/JOTING/article/view/3301/2142
Apriyanti H, Sulistiadi W. Peranan Segmenting, Targeting, PositioningSebagai Strategi Pemasaran Rumah Sakit di Indonesia. Media Publ Promosi Kesehat Indones. 2021;5(3).
Rahmawati. Analisis Produk Layanan Rumah Sakit dalam Lingkup Bauran Pemasaran. J ARSI. 2018;
Armstrong G, Adam S, Denize S, Kotler P. Principles of marketing. Pearson Australia; 2014.
Brooksbank R. The BASIC marketing planning process: a practical framework for the smaller business. Mark Intell Plan. 1996;
Green WJKMC, Keegan WJ. Global marketing. USA, Seventh Edition, Pearson; 2015.
Sukaris S. Kajian Empiris Dalam Pemosisian Produk. J Ris Entrep. 2018;1(2):1–12.
Tjiptono F. Strategi Pemasaran Edisi 3. Yogyakarta Andi. 2008;
Wahyuni NPS. Analisis Produk Layanan Rawat Inap di RSUD Wangaya Denpasar Berdasarkan STP (Segmenting, Targeting, Positioning) dan 4 P (Product, Price, Place, Promotion). J Adm Rumah Sakit Indones. 2019;6(1):21–4.
Kartikasari N, Sulistiadi W. Analisis STP dan Strategi Marketing Mix Pelayanan Gigi dan Mulut Selama Masa Pandemi Covid-19 di RSGM Yarsi. J Med Hutama. 2022;03(02):2159–69.
Yonathan RS, Sulistiadi W. Strategi Pemasaran Home Care Rumah Sakit Vania Bogor di Era Pandemi Covid-19. J Pendidik dan Konseling [Internet]. 2022;4(4):3947–50. Available from: https://core.ac.uk/download/pdf/322599509.pdf
Semarajana ING, Maharjana IBN. Analisis Strategi Pemasaran Layanan Baby Care di RSU Bhakti Rahayu Denpasar Tahun 2020. J ARSI. 2020;7(2):46–53.
Kerin, A R, Peterson RA. Pemasaran Strategis, Kasus dan Komentar. 11th ed. Jakarta: Indeks; 2015.
Achrol RS, Kotler P. Marketing in the network economy. J Mark. 1999;146–63.
Nursa F, Hardisman H, Semiarty R. Analisis Segmentasi dan Penentuan Target Pasar Pelanggan Instalasi Rawat Jalan Rumah Sakit Universitas Andalas. J Kesehat Andalas. 2019;8(3):650–60.
Dharmmesta, Irawan. Manajemen Pemasaran Modern. II. Yogyakarta: Liberty; 1990.
Ali, Hasan. Manajemen Pemasaran dan Marketing. bandung: Alfabeta; 2008.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-Non Commercial License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license. 
