Analysis Of Hospital Business Development Strategies Through Digital Marketing Mix In The Era Of National Health Guarantee (Jkn)
DOI : 10.33024/jkm.v10i7.16222
ABSTRAK : NALISIS STRATEGI PENGEMBANGAN USAHA RUMAH SAKIT MELALUI BAURAN DIGITAL MARKETING DI ERA JAMINAN KESEHATAN NASIONAL (JKN)
Penelitian ini bertujuan untuk menganalisis strategi pengembangan bisnis rumah sakit melalui bauran pemasaran digital di era Jaminan Kesehatan Nasional. Sejak diberlakukannya Jaminan Kesehatan Nasional (JKN), persaingan antar rumah sakit untuk mendapatkan pasien dari program ini semakin meningkat. Oleh karena itu, rumah sakit perlu mengembangkan strategi pemasaran digital yang efektif untuk membedakan satu rumah sakit dengan rumah sakit lainnya. Penelitian ini menggunakan metode studi literatur sebagai desain penelitian. Data yang digunakan dalam penelitian ini merupakan data sekunder yang diperoleh dari berbagai sumber studi literatur. Teknik pengumpulan data dalam penelitian ini melibatkan pencarian yang sistematis dan menyeluruh untuk mengumpulkan informasi yang relevan dan dapat diandalkan terkait dengan topik yang diteliti. Hasil penelitian menunjukkan bahwa bauran pemasaran merupakan konsep utama dalam pemasaran modern sebagai seperangkat alat pemasaran taktis yang dapat dikendalikan dan dipadukan oleh rumah sakit untuk menghasilkan respon yang diinginkan pada pasar sasaran. Penerapan bauran pemasaran digital sangat dibutuhkan oleh rumah sakit untuk memberikan pelayanan yang maksimal. Program JKN telah dijadikan suatu bentuk jaminan kesehatan yang memberikan kemudahan bagi masyarakat yang menggunakannya. Dengan JKN, masyarakat bisa mengeluarkan biaya perawatan rumah sakit yang lebih hemat.
Kata Kunci : Rumah Sakit, Pengembangan, Bauran Pemasaran, Digital, JKN
ABSTRACT
This research aims to analyze hospital business development strategies through the digital marketing mix in the National Health Insurance era. Since the implementation of the National Health Insurance (JKN), there has been increased competition among hospitals to get patients from this program. Therefore, hospitals need to develop an effective digital marketing strategy to differentiate one hospital from another. This research uses the literature study method as a research design. The data used in this research is secondary data obtained from various literature study sources. The data collection technique in this research involves a systematic and thorough search to collect relevant and reliable information related to the topic under study. The research results show that the marketing mix is a main concept in modern marketing as a set of tactical marketing tools that can be controlled and combined by hospitals to produce the desired response in the target market. The implementation of a digital marketing mix is really needed by hospitals to provide maximum service. The JKN program has been made into a form of health insurance that is easy for the people who use it. With JKN, people can spend less on hospital care costs.
Keywords : Hospitals, Development, Marketing Mix, Digital, JKN
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