MARKET PENETRATION STRATEGY FOR BIRTH DOCUMENTATION AT HOSPITALS IN BANDUNG CITY AREA

• Main Author: puspa dhahayu, Evangeline
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87290
• Institution: Institut Teknologi Bandung

Bookstory.Planner is a birth documentation videography service business that was founded in 2020 in the midst of the Covid-19 pandemic. The company's main focus is to capture sacred and precious birth moments for mothers and families. However, the company faced significant challenges in the form of rejection from several hospitals in Bandung City. This rejection occurred due to a gap in perception regarding medical professional ethics, patient privacy, and internal hospital and doctor policies. This condition made it difficult for Bookstory.Planner to expand its market in Bandung, even though demand from clients was quite high. This study aims to analyze the factors that cause service gaps in the acceptance of labor documentation in Bandung hospitals. This study uses a qualitative approach with in-depth interview methods, focus group discussions (FGD), and SWOT and TOWS analysis. Data were collected from various parties, including doctors, hospital management, health workers, clients, and pregnant women communities to identify key problems and develop effective market penetration strategies. The results of the study showed that the gap occurred due to a lack of education and communication between hospitals, doctors, and documentation vendors. In addition, negative perceptions regarding patient privacy and medical procedures also contributed to the obstacles. Proposed solutions include improving communication with hospitals, preparing clear permission letters, educating about the benefits of birth documentation, and collaborating with the pregnant mother community to build trust. Implementation strategies include collaboration with clinics and communities to introduce birth documentation services through educational events and special discounts. Other recommendations include establishing transparent communication with hospitals and doctors, and strengthening branding through social media. These steps are expected to overcome resistance, open new markets in Bandung, and increase public awareness of the importance of birth documentation.