MARKETING STRATEGY TO INCREASE PATIENT VISIT AT SKIN CARE UNIT OF KLINIK SATELIT 3 BONTANG

• Main Author: HERI HERMAWAN 29116333, YUSTINUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31852
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> Skin Care Unit (SCU) of Klinik Satelit 3 is one of skin care services exist in Bontang. It was established by PT Kaltim Medika Utama as a new strategic breakthrough in expanding its healthcare business in the late of 2014. At the beginning, it was intended by the founders to create a general clinic in one location with several health care services provided such as: general dentistry service, vaccine service, midwifery and birth examination service, Medical Check Up (MCU) service and aesthetic (skin care) service. After three years of operation, revenue from SCU was experiencing a downward trend and accompanied by the decreasing of patient visit during 2015 - 2017. <br /> <br /> <br /> <br /> <br /> <br /> The focus of the research is to determine the root cause of declining patient visit by measuring service quality SERVPERF method developed by Cronin & Taylor (1992) combined with Importance-Performance Analysis (IPA) developed by Martilla & James (1977). Internal analysis was conducted by performing Resource and Value Chain Analysis combined with Segmenting, Targeting and Positioning (STP) and marketing mix (7Ps) analysis. While the business situation analysis was conducted by performing Porter’s Five Forces and PESTEL analysis. <br /> <br /> <br /> <br /> <br /> <br /> Based on analysis, the root causes are different skill and hospitality between doctors, lack of promotion activity and long waiting line. It was found that the average service quality given by SCU is 2.68 of 4.00, which indicates lack of capability to provide best service for its customers. Several recommendations are formulated based on SWOT and Root Cause analysis to improve service quality of SCU and expected could increase patient visit eventually. <br /> <br />