Hospital Place Marketing Strategy: Literature Review; [Strategi Marketing Rumah Sakit Place: Literature Review]

Penulis: Simbolon, Monalisa; Santosa, Hermes; Suhendra, Erick; Sulistiadi, Wahyu
Informasi
JurnalMedia Publikasi Promosi Kesehatan Indonesia
PenerbitMuhammadiyah Palu University
Volume & EdisiVol. 7,Edisi 1
Halaman82 - 90
Tahun Publikasi2024
ISSN25976052
Jenis SumberScopus
Abstrak
Introduction: Hospitals are health service institutions that provide comprehensive services for individuals, including inpatient, outpatient and emergency treatment services. Apart from carrying out humanitarian duties, hospitals also have a business mission to achieve profits and ensure the continuity of their operations. To increase profits from hospital services, companies need the right distribution strategy. Place is an effort to ensure that patients can easily access hospital services. Objective: To identify hospital place marketing strategies. Method: The method uses a literature review approach from Google Scholar, Pubmed and Garuda with the keywords Marketing mix, Hospital, Place with a range of 2018-2022 by applying inclusion and exclusion criteria. Result: Search results obtained 347 research articles with Google scholar n=335, Pubmed n=10, Garuda n=2. A good Place Strategy allows hospitals to stay relevant and adapt to changing patient and environmental needs. This is important to maintain the sustainability and growth of the hospital. Patients tend to be more satisfied when they can easily access the health services they need and this is related to the level of patient satisfaction Conclusion: Hospital placement strategies can increase the level of patient satisfaction, depending on the external and internal conditions of the hospital. It is very necessary to combine other elements for the marketing mix so that hospitals can optimize marketing more effectively. © 2024, Muhammadiyah Palu University. All rights reserved.
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