MARKETING STRATEGY OF ADVENT HOSPITAL BANDUNG OUTPATIENT DEPARTEMENT TO INCREASE PATIENT VISIT

• Main Author: PRABOWO (NIM: 29112064) Pembimbing: Ir. Satya Aditya Wibowo, MBA, BHANU
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18160
• Institution: Institut Teknologi Bandung

Advent Hospital Bandung is one of the well known hospital in Bandung. Had been operated since 1950, Advent Hospital Bandung had been through many great improvements in its prime time. However, Advent Hospital Bandung had forgotten to prepare and repair for the fututre and currently fell under a tight competition today. <br /> <br /> <br /> After the publish of medical practice law and many other regulations, many problems arose within Advent Hospital Bandung. Started with lessen numbers of permanent physicians until the low numbers of patients visits on outpatient unit compare with the other hospitals. Based from that fact, the author conduct a research for the outpatient unit customers and later found that the low level of loyalty is the cause of the low patient visits. Furthermore, the cause of the low level of customer loyalty is the low level of service satisfaction given by the Advent Hospital Bandung outpatient unit. <br /> <br /> <br /> From the SWOT analysis it is known that the Advent Hospital Bandung current internal position is weak but the external situation held many opportunities. Therefore the best suitable strategy for Advent Hospital Bandung is stability strategy by proceeding with care which can be done by improve the internal situation so that the hospital can compete for the opportunities. The internal improvent could be done by Advent Hospital Bandung is related with the root cause of the problem which are the elements of marketing mix. Two out of the seven elements had a significant effect while the others had a significant correlation to customer loyalty. <br /> <br /> <br /> The improvement of those two elements (product and price) could be the priority for Advent Hospital Bandung to increase the service quality given. With the strategy given in this research hopefully could bring improvement to the patient visits in outpatient unit of Advent Hospital Bandung.