PROPOSED MARKETING STRATEGY TO INCREASE SALES IN PRIVATE HOSPITALS IN INDONESIA

• Main Author: Sammuel Mamesa, R
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86029
• Institution: Institut Teknologi Bandung

The Purpose of this research is to examine the marketing strategies to penetrate Indonesia private hospitals for the oncology-based medical equipment. The primary objective is to understand the factors influencing the decision-making process of private hospitals before the decision is made. The research utilizes a qualitative methodology, incorporating primarily data from the respondents who are working in private hospitals with extensive experiences. The important findings highlighted in this thesis were related to product quality, pricing strategies, the purchasing process, and after-sales support. By using the methodology of comprehensive frameworks such as the VRIO analysis, Porter’s Five Forces, and SWOT analysis, the research found the significance of explain the high-quality products to customer and the need for streamlined the internal processes to enhance customer satisfaction. Recommendations for PT Sehat Healthcare Indonesia include focusing on product differentiation, improving after-sales support, adopting flexible pricing strategies, and increasing participation in local medical events. The study concludes that by addressing these areas, the company can strengthen its market position and increase sales in the competitive landscape of Indonesian private hospitals.