Analysis Segmentation, Targeting and Positioning as a Marketing Strategy at Mother and Child Hospital Bunda Aisyah Tasikmalaya City Nadia Hanarita Rahayu
Universitas Pendidikan Indonesia
Manajemen (S3)
Abstract
Analysis Segmentation, Targeting and Positioning
as a Marketing Strategy at Mother and Child Hospital Bunda Aisyah Tasikmalaya City
Nadia Hanarita Rahayu
nadiahanaritarahayu@upi.edu
ABSTRACT
Background : Hospital is a health service institution that provides complete individual health services that provide inpatient, outpatient, and emergency services. Based on the types of services provided, hospitals are categorized into general hospitals and special hospitals. One category of special hospitals is the Mother and Child Hospital.
In order to fulfill the availability of hospitals, increase access to health services for mothers and children and face high competition in the Tasikmalaya City area, a marketing strategy is needed that can support the Hospital^s Vision and Mission and with the aspiration to become ^the first hospital in the East Priangan area. which has the MUI Halal Certificate in 2022^.
Purpose : This study aims to describe segmenting, targeting and positioning as marketing for RSIA Bunda Aisyah in Tasikmalaya City.
Method : This research is a descriptive research with a qualitative approach. Data collection methods used are interviews, observation and documents. The research subjects and informants are the manager, and the customer of RSIA Bunda Aisyah. The steps of data analysis used include data reduction, data presentation and conclusions.
Results : Based on the results of the study, it was found that the marketing strategy with the concept of segmentation, target and the right position is an effective means to improve health services according to customer needs. It can be concluded that the marketing strategy at RSIA Bunda Aisyah Hospital is quite good, this can be seen from the responses of patient, the increase in the number of patients each year and the development of existing infrastructure and services.
Keywords: 1. Segmentation, 2. Target Market, 3. Positioning
Keywords: Segmentation, Targeting ang Positioning
Topic: Strategic Management, Entrepreneurship and Contemporary Issues
