NEW MARKETING STRATEGY IN XYZ HOSPITAL

• Main Author: Yazid, Mazaya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45813
• Institution: Institut Teknologi Bandung

Nutrigenomic is the study of the relationship between genetic factors and nutrients that have a specific composition and which can induce the expression of genes in the body. Nutrigenomic is a genomic application in the development of new technologies, such as transcriptomic, proteomic, metabolomic, and epigenomic based on the analysis of gene function and its expression. XYZ Healthcare is one of private-owned hospitals and clinics that already has several branches located in Jakarta. One of their main services is supporting the prevention of diseases; one of them is by promoting technologies that can be done to prevent disease through DNA test. Currently, XYZ Hospital has a partnership with Nutrigenome which is an institution that has the tools to carry out DNA testing in Indonesia. The hospital tries to make a survey in March to learn about the market. The survey said that 84% of the respondents don’t know about the product. And only 12% of them know XYZ Hospital has the product. The author makes a research by using the service-profit chain, value proposition canvas, and marketing mix. The goal of this thesis is to create a new markting mix and brand communication strategy. This thesis is qualitative research and uses an in-depth interview to gain more information from the potential customer. There are some recommendation the author made in this thesis. First, find a unique selling point of nutrigenomic and use it as a tagline or way to promote the product and touch the customer emotionally. The author tries to find the best way to communicate the product to the customer. Second, use testimonials to increase trust with the potential customer. By the interview, it shows that people do diet after hearing testimonials from people. Testimonials can be getting by endorsement with an influencer. The company can use health, sports, and skin influencer in a short time and they are so transparent to give the actual result since the influencers make a post and give the followers about their personal result. So if nutrigenomic can give the testimony, it would help the potential customer to trust the hospital. The nutrigenomic is too expensive. People hope that the program will look likes a medical check up. The DNAku price is near the market expectation even if they limit the result based on the customer need. So by using collaboration with other company, It would help nutrigenomic to gets more recognition and help the customer to gain more value because they are supported by other product. To build stronger brand communication the author also suggests the Nutrigenomic make a social media account.