PROPOSED MARKETING STRATEGY TO INCREASE PATIENT VISITS OF ASSYIFA SPECIALIST CLINIC

• Main Author: Alda Zhafira, Amanda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70778
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic has caused a catastrophe in almost every business sector including the healthcare sector. Due to the spread of the Covid-19 virus, the healthcare industry must immediately adjust in order to ensure the safety and high quality of the services provided. Thus, there involve many operational expenses that has to be covered along with the shifting from the customer behavior itself. The Covid-19 pandemic affects a shifting on how patients choosing a healthcare service as their medication platform due to many people become more aware of their health concerns and resistant to visit the clinic to avoid the crowd and high possibility of the virus transmission which leads to the decrease in number of patient visits. Therefore, the healthcare service companies that incapable to compete within the industry, survive the business and adapt to the changing customer behavior will likely to face these issues as the major issues. These phenomena are happened in Assyifa Specialist Clinic as well. This study analyzed the business problem of Assyifa Specialist Clinic who faced a decreased in the patient visits and revenue in surviving the private clinic in the midst of Covid-19 outbreak. The author used environmental analysis such as PESTEL, Porter 5 Forces and Competitor Analysis as external analysis and Segmenting, Targeting and Positioning (STP) and VRIO as internal analysis. Then, the author also uses SWOT analysis to sum up the analysis. This research uses primary and secondary data through a quantitative and qualitative research method by doing the observation, distributing the questionnaires, conducting in-depth interviews with key persons of Assyifa Specialist Clinic as well as collecting data and information from company reports and literatures to overcome the issue. Then, the author proposes the business solutions and recommendations by providing the new relevant Segmenting, Targeting and Positioning (STP), customer value proposition analysis and Integrated Marketing Communication (IMC) as the marketing strategies to increase patient visits of Assyifa Specialist Clinic. From the demographic, psychographic and behavioral variables of the survey. This study found that there is a shifting in customer profile, psychographic and behavior which tend to become more self-aware, healthy lifestyle, critical, highly educated, technologically savvy, financially literate and more frequent in using their mobile phone and social media in choosing the clinic as their healthcare service providers which resulted to the changing of the current target market of Assyifa Specialist Clinic. Besides, from customer value proposition analysis, the author found most clinic already have good quality of medical and administration service, affordable treatment price, accessible and strategic location, but still lack of clinic promotion and low accessibility of clinic information that can be proposed for Assyifa Specialist Clinic marketing strategies. Lastly, this study also found the most attractive communication mix platforms in terms of advertising, marketing content and social media, health events, experience and public relation as well as sales promotion which can be proposed for Integrated Marketing Communication (IMC) strategy of Assyifa Specialist Clinic. These findings will be formulated and proposed as marketing strategies for Assyifa Specialist Clinic along with the detailed implementation plan activities and recommendation.