SERVICE MARKETING IN HEALTH INDUSTRY : A CASE STUDY OF “X” DENTAL CLINIC IN BANDUNG

• Main Author: Iskandar, Muthmainna
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67408
• Institution: Institut Teknologi Bandung

“X” Dental Clinic already apply a good quality of services but it is not a guarantee to get a high visit of patients to the clinic. The clinic was established on 2015 and on the last 2021, they still have an unpredictable patients visit. The problem faced by “X” dental clinic are because of there are still no marketing strategy and the issue on the employee quality standard. The purpose of this study is to be able form a service marketing strategy for “X” Dental Clinic so they can expose the quality of dental clinic service and be able to increase the number of patients visit. On proposing the strategy, the research consist of internal and external analysis, SWOT, and also Root Causes Analysis. The analysis start from an initial interview from the patients and the employee of the clinic, the external analysis consists of PEST Analysis, Porter’s 5 Forces, and Competitor Analysis, while the internal analysis consists of 7Ps Marketing Mix, The Resources Based View, and VRIO Analysis. The analysis was completed by SWOT and Root Causes Analysis. The root cause of the company problem is on ‘Promotion’ that leads the dental clinic got an unpredictable numbers of day-to-day patients. Then TOWS Matrix used to propose strategy based on the SWOT Analysis, those strategies formulated then ranked by the priority of the proposed strategy. The priority proposed strategy of “X” Dental Clinic are improve the marketing strategy and improve the employee development. “X” Dental clinic do not have a spesific employee on managing the marketing program so they need to improve the marketing strategy by recruit marketing staffs first then improve the other marketing strategy by recruit marketing staffs, expand the marketing media to website, instagram, and offline marketing, make a high engagement content, price promotion and membership reward. Other strategy propose is improve the employee development program so they can improve the employee quality standard.