PROPOSED MARKETING COMMUNICATION STRATEGIES FOR HYPNOBIRTHING TRAINING METHOD IN KLINIK KESEJAHTERAAN KELUARGA (KKK) RS BORROMEUS

• Main Author: TOBING (NIM : 29107054); Pembimbing : Drs. Herry Hudrasyah, MA, MARGARETH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16358
• Institution: Institut Teknologi Bandung

The development of health service industry and technology in obstetrics and gynaecology has encouraged hospitals to be able to survive and grow with continuous innovations in their services. One of the hospitals taking this opportunity is Klinik Kesejahteraan Keluarga (KKK) of Santo Borromeus Hospital, planning the launch of hypnobirthing training method on the upcoming year 2010. One of the challenges in launching new products is the identification of how to face the market, especially in Bandung, which hasn’t been aware of this method. Based on Innovation Adoption Models (J. Rowley, 1998), this condition can be categorized as low awareness phase, meaning that the citizens, especially pregnant women, need to go through some hypnobirthing educations, so that awareness can occur afterwards. Prior to the communication of this training method, the screening of communication targets should be conducted first so that the correct marketing strategy can be developed and that the strategy can accelerate the adoption process of hypnobirthing method. One of the ways suggested in this research is to conduct a marketing communication campaign based on customer focused messages. <br /> <br /> <br /> The goal of this research is to analyze the experiences and factors determining the decision in choosing obstetrics and gynaecology service location, by conducting reviews on consumer behavior in Bandung zone, so that inputs for Santo Borromeus Hospitalin form of marketing strategy suggestion based on the identification of adopters of innovation groups for each consumer individual. The research method practiced here is the explorative method using literature study and field study through direct in depth interviews with respondents and informants, which are KKK's present and potential customers, at about 23 women in number. <br /> <br /> <br /> Based on the collected data from field work, the researcher did some activities such as dividing adopters groups and discovering insights. The conclusion extracted from the data is that the most suitable group to become the main hypnobirthing marketing communication target is the earlier adopters group. The final result of the research is a Hypnobirthing Campaign implementation plan suggestionfor Santo Borromeus Hospital, so that the citizens' awareness of the presence of hypnobirthing training method in Santo Borromeus KKK can occur.