COMPREHENSIVE ANALYSIS ON MARKETING STRATEGY AND PATIENT’S SATISFACTION IN BAMED SKIN CARE

• Main Author: Sadrasika, Rachmansyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46880
• Institution: Institut Teknologi Bandung

In these current days, people’s awareness (especially Indonesia) towards health is getting higher, including skin health. As attached by the Central Statistics Agency, the expenditure of the Indonesian people for health purposes always increases until 2018 and is predicted to continue so in the future. It shows that the skin health industry is a business that promising. Therefore, a clinic must continue to maintain service and marketing strategies to retain patients and attract new patients. Patient satisfaction is a major factor for a clinic to realize it. Bamed Skin Care, is a dermatology service from Bamed Healthcare that has been established since 2010. Since the beginning, this service has shown excellent performance. The number of patients increases dramatically every year, unlike other services. But in 2019, the number of patients shows a unsatisfying performance. Patient visits number is stopped at around 2000- 2500 each month, there is no significant positive movement expect in May and then back down at the initial rate. Patient dissatisfaction with Bamed Skin Care services is the initial suspicion of the cause of the decline in clinical performance. As said by dr. Sabarguna (2008), one of the main advantages of patient satisfaction is that they will come back again and recommend their relations. In addition, the marketing strategy will also be re-evaluated whether it is in line with service in the field, as well as what improvements the clinic can do to attract new patients. After conducting internal analysis with STP Analysis (Segmenting, Targeting, Positioning) & 7Ps Marketing Mix, external analysis with Porter 5 Forces & PESTEL Analysis, as well as questionnaire surveys of Bamed Skin Care patients with the SERVQUAL (Service Quality) method and analyzed using Importance-Performance Analysis Matrix (IPA Matrix), concluded that there are several attributes in clinical services that still need to be improved, such as uniform standardization, informative nurses, and friendly doctors. And the survey results show there is still a gap between perception and performance of services provided to patients. A number of recommendations were given in the form of an implementation plan table with the purpose of increasing the number of patients in 2020. Starting from the evaluation of SOPs, redesigning uniforms and clinic interiors, evaluating effective marketing strategies, to improving clinical information systems.