STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN JUMLAH KUNJUNGAN PASIEN DI KLINIK B HUSADA KABUPATEN BADUNG

Abstract

Klinik B Husada memberikan pelayanan kesehatan yang berlokasi di Kabupaten Badung. Jumlah kunjungan pasien di klinik ini cenderung stagnan dan mengalami penurunan. Penelitian bertujuan mengetahui lingkungan pemasaran internal maupun eksternal, kekuatan, kelemahan, peluang dan ancaman (SWOT) serta strategi pemasaran dan peningkatan jumlah kunjungan pasien di klinik B Husada. Metode penelitian kualitatif. Subyek penelitian menggunakan purposive sampling. Hasil penelitian didapatkan analisis lingkungan internal dengan kekuatan fasilitas pelayanan, kemampuan sumber daya manusia, promosi dan penetapan tarif serta kelemahan meliputi sarana dan prasarana belum memadai, kurangnya sumber daya manusia, manajemen organisasi dan keuangan belum terkelola dengan baik. Sedangkan analisis lingkungan eksternal memiliki peluang dari segi kebutuhan masyarakat, pengembangan klinik dan kerjasama dengan BPJS serta ancaman meliputi dokter jaga sering kosong, pendapatan minimal dan adanya pesaing seperti puskesmas, praktik dokter pribadi, bidan serta perawat. Klinik B Husada berada pada kuadran growth. Strategi yang harus diterapkan adalah kebijakan pertumbuhan agresif (Growth Oriented Strategy). Perusahaan memaksimalkan kekuatan yang dimiliki untuk merebut peluang yang ada sehingga dapat mengimbangi pesaing dengan produk sejenis. Strategi ini dapat dikembangkan melalui strategi S-O (Strength-Opportunity Strategy) yaitu menerapkan sistem secara profesional, meningkatkan program pendidikan/pelatihan SDM, memperluas pangsa pasar dan memperkuat kerjasama.

B Husada Clinic provides health services located in Badung Regency. The number of patient visits at this clinic tends to stagnate and decrease. This study was to determine the marketing environment both internal and external, strengths, weaknesses, opportunities, and threats (SWOT) as well as marketing strategies and an increasing number of patient visits. This research method is qualitative. This research subject used purposive sampling. The results obtained from the analysis of the internal environment with the strength of service facilities, human resource capabilities, promotion and tariff settings, weaknesses including inadequate facilities and infrastructure, lack of human resources, and organizational and financial management have not been managed properly. The external environment has opportunities in terms of community needs, clinic development, and cooperation with BPJS and threats include duty doctors often not available, minimal income, and competitors such as health centers, private doctors, midwives, and nurse practices. Clinic B Husada is in the growth quadrant. The strategy that must be applied is to support aggressive growth policies (Growth Oriented Strategy). The company can maximize its strengths to seize various opportunities that exist so that the company can keep up with competitors with similar products. This strategy can be developed through the S-O (Strength-Opportunity Strategy which implements systems and procedures professionally, improves human resource education/training programs, expands market share, and strengthens cooperation.