Analisis Upaya Strategi Pemasaran Paviliun Amarilis Rumah Sakit Umum Daerah Tugurejo Semarang

Abstract

Universitas Diponegoro Program Pascasarjana Program Magister Ilmu Kesehatan Masyarakat Konsentrasi Administrasi Rumah Sakit 2011 ABSTRAK Endang Dwiningsih Analisis Upaya Strategi Pemasaran Paviliun Amarilis Rumah Sakit Umum Daerah Tugurejo Semarang xiv + 122 halaman + 18 tabel + 8 gambar + 6 lampiran Paviliun Amarilis adalah bangsal VIP di RSUD Tugurejo, dengan 12 tempat tidur. Meskipun tarifnya sangat murah dan indeks kepuasan pelanggannya sangat baik, namun pemanfaatannya masih rendah. Penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal dalam pengembangan strategi pemasaran Paviliun Amarilis dan untuk merumuskan alternatif strategi pemasaran. Ini merupakan penelitian kualitatif yang dilakukan melalui deskripsi analitik, dengan variabel faktor internal, faktor eksternal dan strategi pemasaran. Variabel tersebut dianalisis dengan metode IFAS (Internal Factor Analysis Summary) dan EFAS (Eksternal Factor Analysis Summary). Kemudian disusunlah alternative strategi pemasaran Paviliun Amarilis. Pengumpulan data dilakukan dengan observasi, studi dokumentasi dan wawancara mendalam kepada subyek penelitian, yang terdiri dari 6 informan utama dan 4 informan triangulasi. Berdasarkan hasil penelitian, factor internal yang merupakan kekuatan terdiri dari 10 variabel yaitu asuhan keperawatan, tarif, kelengkapan dokter spesialis, status BLUD, SIMRS, lokasi, status dokter spesialis, komitmen dokter spesialis, kelengkapan dokter spesialis, status dan komitmen dokter spesialis, layanan administrasi dan akreditasi rumah sakit. Sedangkan kelemahannya adalah pemasaran, remunerasi berbasis kinerja, kenyamanan, lokasi dan kelengkapan fasilitas paviliun, layanan gizi, mindset SDM, kejelasan tarif, pengelolaan data dan stigma rumah sakit kusta. Factor eksternal yang berupa peluang adalah: kebijakan tarif, demand dari pasien askes wajib, dukungan stake holder, banyaknya kerjasama pelayanan kesehatan dan pasar potensial wilayah Kendal. Sedangkan factor eksternal yang berupa ancaman adalah promosi, persepsi masyarakat tentang mutu layanan dan fasilitas pesaing. Dari analisa EFAS dan IFAS diperoleh nilai kekuatan 3,69 nilai kelemahan 2.99, nilai peluang 3.36 dan nilai ancaman 3.60, sehingga posisi pemasaran Paviliun Amarilis berada pada kuadran II dan strategi yang direkomendasikan untuk situasi ST (Strength-Threat), yaitu rekonsiliasi dan deversifikasi pasar. Kesimpulan penelitian ini adalah bahwa Paviliun amarilis memiliki kekuatan yang besar namun berada dibawah ancaman pesaing. Saran yang diberikan adalah pertama membangun gedung VIP baru yang letaknya strategis, alternatif kedua adalah mempertahankan Paviliun Amarilis, namun dengan beberapa pembenahan baik internal maupun eksternal. Kata Kunci : pemasaran rumah sakit, IFAS EFAS Kepustakaan : 36 buah (1996-2010) Diponegoro University Postgraduate Program Master’s Program in Public Health Majoring in Hospital Administration 2011 ABSTRACT Endang Dwiningsih Analysis on Marketing Strategy Efforts of Amarilis Pavillion at Regional General Hospital, Tugurejo, Semarang xiv + 122 pages + 18 tables + 8 figures + 6 enclosures Amarilis pavilion was a VIP room at Tugurejo district general hospital (RSUD) with 12 beds. Although the fee for using this room was cheap and patient satisfaction index was good, the usage of this room was still low. The objective on this study was to analysis internal and external factors in developing marketing strategy for amarilis pavilion and to formulate alternative for marketing strategy. This was a qualitative study with analytical description. Study variables were internal and external factors and marketing strategy. Variables were analyzed using IFAS (Internal factor analysis summary) and EFAS (External factor analysis summary) and then alternative marketing strategy of Amarilis pavilion was formulated. Data collection was done through observation, documentation study and in-depth interview to the study subjects that consisted of 6 main informants and 4 triangulation informants. Based on the results of the study, internal factors that indicated the strength consisted of 10 variables. Those variables were nursing care, tariff, medical specialist facility completeness, BLUD status, SIMRS, location, medical specialist status, medical specialist commitment, administration service and hospital accreditation. Variables that indicated the weakness were marketing, remuneration based on work performance, comfort, location and pavilion facility completeness, nutritional service, human resource mindset, clarity of tariff, data management and leprosy hospital stigma. External factors that indicated the opportunity were tariff policy demand from compulsory health insurance patients, stakeholder support, the number of health service and potential market collaboration in Kendal. External factor that indicated the threat were promotion, public perception on service quality and competitor facilities. Based on EFAS and IFAS analysis, it showed that the strength value was 3.69, the weak value was 2.99, the opportunity value was 3.36 and the threat value was 3.60. Those values indicated that marketing position of Amarilis pavilion was at the second quadrant and recommended strategies for ST (strength-threat) situation were reconciliation and market diversification. In conclusion, Amarilis pavilion had good strength but it was under the competitor’s threat. It was suggested firstly to build new VIP building on the strategic location. The second alternative was to keep Amarilis pavilion but with several internal and external improvement.. Key words : hospital marketing, IFAS, EFAS Bibliography : 36 (1996 – 2010)