PENGALAMAN PASIEN DIRAWAT INAP SEBAGAI UPAYA PERENCANAAN BAURAN PEMASARAN (STUDI FENOMENOLOGI DI RUMAH SAKIT X KABUPATEN MALANG, JAWA TIMUR)

Abstract

Background: A good exploration of patient’s behavior in
choosing hospital and patient’s experience will build an
opportunity for hospital, especially on how hospital could make
a customer oriented product. Suitability of hospital product and
patient’s need can assure that the marketing process is driven
by the patients. Hospital mixed marketing as a marketing tool
can be used by hospital in order to get a right positioning at
target market, it was influenced the patients to chose hospital
as well.
Methods:It is a qualitative study with phenomenology approach
to descriptively know about patient’s experience during
hospitalization at Hospital X, District Malang. The baseline
phenomenon was consistently high visiting patients at Hospital
X among hospital competition in District Malang. We purposively
take six patients to include this study.
Results: We got some assessment regarding patient’s services,
hospital environment, and patient’s reason in choosing
Hospital X. Patient feel comfort during hospitalized, They reported
as: they were served by ‘friendly doctors’, ‘caring and
efficient nurses’ and ‘diligent cleaning services’. They enjoy
hospital environment such as: fresh air, no unpleasant odor,
clean room and toilet, a good clean maintenance, even at a
quite a big building hospital. A fast response time also was felt
by patients, with no class differentiation. Patient and relatives
can know well about hospital rule and direction, they feel well
informed. Patient feel happy with hospital payment, because it
was charged after all service finished. The reasons on how
patients chose this hospital X were components of: distance
(place), price, doctors (people), fast response time (process),
hospital environment (physical evidence). All these reasons
called mixed marketing components. Other reason out of mixed
marketing component is prestige.
Conclusion: By phenomenological approach, a good exploring
patient’s experience can use as marketing planning by
Hospital. A good marketing planning and strategy made hospital
be better during massive competition era.
Key words: patient’s behavior, experience, phenomenology,
mixed marketing