The New Brand Positioning and Marketing Communication of Brawijaya Clinic Buah Batu Bandung as Part of The Improvement of Its Brand Relevance

• Main Author: Christa Maharani 29116083, Aninditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25619
• Institution: Institut Teknologi Bandung

Healthcare Industry in Indonesia is bringing a promising investments opportunity for local and global investors. There is tight competition within the industry, the private-owned healthcare are facing the challenge of the existence of various type of healthcare, ranging from private-owned or government-owened hospitals and clinics. Brawijaya clinic, the satellite clinic of Brawijaya Women and Children hospital, is a private-owned clinic specialized in women and children health. In these past three years, the sales and number of visitor in Brawijaya Clinic Buah Batu Bandung was not as it was expected. Moreover, Brawijaya was only known as USG 4D clinic instead as one stop healthcare specialized in women and children health. The main issue of this research is the ineffective positioning and the low brand awareness of Brawijaya clinic Buah Batu Bandung. This research aim to identify factors and attribute to prepare the new positioning strategy and marketing communications. <br /> <br /> <br /> <br /> <br /> <br /> The brand audit is a measurement tools to discover customer-based brand equity. It consists of brand inventory and brand exploratory. Primary data is used to prepare this research. In brand inventory, company’s internal data and interview with Badan Pelaksana Harian are used. Furthermore, in depth interview with thirty women respondent are prepared in exploratory stage and the following attributes are used for the survey. The survey is only limited for women. The survey divided into eleven parts which are Customer Demography, Awareness, Customer Preference, Importance of the attribute, Touchpoints, Brand communication channel and content, Channel of Brand Element, Customer Review, Customer Loyalty, Comparing Attributes with competitors, and Brand Association Ratings. The survey is distributed online to 300 respondents. The descriptive analysis, Chi-Square test and Pearson correlation were used in analysing the data get the conclusive result. <br /> <br /> <br /> <br /> <br /> <br /> Brawijaya was highly associated with routine pregnancy and post labor examination, cozy clinic atmosphere, friendly and informative medical staffs, modern and minimalist design, and USG 4D. The important information for customer to find women and children clinic and including Brawijaya clinic are clinic environment, insurance coverage, menu of medical services, price, promo, doctor’s performance, and customer review. The most frequently used channel in finding information and the brand element is social media. Based on the result, the new proposing positioning strategy and the new marketing communications were designed to solve the business issue. Brawijaya should combining laddering and reacting with defensive approach. The proposed marketing communication channels for Brawijaya clinic are including advertising in social media, sales promotion, social media marketing, and events and experiences. The consistency between content and channel of marketing communication is important to improve its brand relevance in customer’s mind. <br />