Strategi Pemasaran Produk Program BPJS/JKN di Rumah Sakit Swasta
DOI:
https://doi.org/10.38043/jmb.v15i2.593Keywords:
segmentation determination, marketing strategy planningAbstract
ABSTRACT
The paradigm shift of service comparative advantage into competitive advantage currently affects the business competition of hospital services in Bali especially in BPJS/JKN and globalization. The emergence of Law no. 24 of 2011 on the Social Security Administering Agency, a challenge for the hospital industry, especially private hospitals, the policy has a big impact, especially the government targets in 2019 all the people of Indonesia are protected by BPJS/JKN. Can be imagined with global competition, maintaining the continuity of the hospital business and the obligation to synergize with government policy is a challenge in itself. Therefore, the hospital is required to determine market segmentation and create the right marketing strategy for BPJS/JKN program products by digging inputs and suggestions from internal and external customers, because they are the ones who will directly run and feel the service
References
Adnyana, R., and Darma, G.S. (2015). Strategi Marketing Mix, Yield Management, Customer Satisfaction and Occupancy Rate, Jurnal Manajemen & Bisnis, 12 (1): 92-115.
Ayuningtyas, D., and S. Tambunan. (2005). Penilaian Mutu Rumah Sakit Tugu Ibu dengan the Malcolm Balbridge National Quality Award Tahun 2005, Jurnal Manajemen Pelayanan Kesehatan, Universitas Indonesia, 8 (4).
Aji, A.P. (2014). Pemahaman Implementasi Rencana Strategis Bisnis RS PKU Muhammadiyah Petahanan.
Andaleeb, SS. (1998). Determinants of customer satisfaction with hospitals: a managerial model, Internatioanl Journal of Health Care Quality Assuranec: 181-187.
Andreani, F. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran).
Duncan, J.W. (1996). Strategic Management of Health Care Organizations, Second Edition. Blackwell Business Publishers Inc.
Darma, G.S. (2012). 100 Konsultasi Praktis Strategi Bisnis. Denpasar: Undiknas Press.
Darma, G.S. (2005). Konsultasi Praktis Marketing Strategy. Denpasar: Undiknas Press.
Hendhana, S., and Darma, G.S. (2017). Service Quality Rumah Sakit dan Efeknya terhadap Patient Satisfaction, Perceived Value, Trust, dan Behavioral Intention, Jurnal Manajemen & Bisnis, 14 (1): 37-55.
Indrarta, W., FX. (2016). Editorial Tantangan Rumah Sakit.
Karmawan, B. (2016). Penyusunan Rencana Strategis Rumah Sakit Pertamina Jaya Tahun 2017-2022.
Kusnadi, D.S., and Darma, G.S. (2018). Menakar Implementasi Green Marketing Pada Usaha Kecil Menengah, Jurnal Manajemen & Bisnis, 15 (1): 1-18.
Musrin, D.D. (2013). Kesiapan Stakeholder dalam Pelaksanaan Jaminan Kesehatan Nasional di Kota Makasar.
Melani, F. (2017). SWOT Analysis on BPJS/JKN Implementation in Ngaliyan Health Center Semarang.
Marsriri, T.T. (2014). Analisis Lingkungan Rumah Sakit Umum Bethesda Serukam Kalimantan Barat Sebagai Dasar Pemilihan Strategi Dalam Menghadapi Sistem Jaminan Sosial Nasional.
Setyawati, T., and Darma, G.S. (2018). Efektifkah Experiential Marketing di Sebuah Rumah Sakit ?, Jurnal Manajemen & Bisnis, 15 (1): 160-175.
Setiaman, S.S. (2016). Perencanan Strategis Dalam Upaya Meningkatkan Pelayanan Bagian Rehabilitasi Medik Rumah Sakit Santo Yusup Bandung.
Wijayanti, F.E.R. (2016). Analisis Clinical Pathway dengan JKN antara RS Negeri dan RS Swasta.
