MARKETING MIX, IMPLEMENTATION OF MARKETING STRATEGIES IN HEALTH SERVICES: LITERATURE REVIEW

Fasilitas pelayanan kesehatan adalah tempat yang digunakan masyarakat untuk mencegah, dan meningkatkan kesehatan. Setiap fasilitas pelayanan kesehatan ingin memberikan pelayanan yang baik dan bermutu sehingga dapat diterima oleh masyarakat. Maka dari itu diperlukan suatu strategi yang dapat digunakan untuk melihat pasar atau keinginan konsumen. Salah satu strategi yang dapat digunakan adalah Marketing Mix. Penelitian ini bertujuan untuk menganalisis terkait bagaimana pelaksanaan strategi pemasaran dengan menggunakan marketing mix di pelayanan kesehatan. Jenis penelitian menggunakan penelitian kepustakaan. Dengan populasi 354 artikel dengan teknik sampling menggunakan data based google schoolar, Proquest, Pubmed, DOAJ dan kata kunci Marketing mix, health services, marketing strategies. Sehingga didapatkan sampel 20 artikel yang sesuai dengan kriteria inklusi dan ekslusi. Hasil penelitian didapatkan bahwa menggunakan marketing mix dalam pelaksanaan strategi pemasaran dapat melihat keinginan konsumen secara langsung. Dan dari faktor-faktor marketing mx didapatkan berpengaruh terhadap tingkat kunjungan, keputusan memilih layanan, peningkatan loyalitas dan kepuasan pasien.

Services Marketing and Medical Tourism: The Impact on Private Health Services in Bangkok

This is a research paper that is concentrated on assessing service marketing developments and medical tourism and its impacts on the of private hospital provision in Bangkok, in terms of rationale, application and engagement.An interpretive methodology was utilised in order to help understand the senior marketing management perceptions underpinning hospital services marketing developments directed towards medical tourism. The scope for this research were private hospital on-site senior marketing teams. The population of interest was made up of 14 senior marketers located at multiple-site main health services offices.The research outcomes consisted of three (3) Main Themes - Health Services Marketing Management, Health Services Unit Internal Management and Services Marketing Developments; ten (10) sub-themes; with 244 discussion targets.The paper addresses a number of raised issues and establishes outcomes and implications for managing medical tourism within the private hospital sector in Bangkok.Very little research has been conducted in this area in Bangkok and the paper addresses health service issues/reactions to Medical Tourism as being unclear, tentative and requiring more effective and robust services marketing developments.

Assessing the Importance of Brand Equity in Health Services Marketing Through the Impact of Acquired Goodwill on Stockholder Returns

The growing importance of brand equity is widely recognized by researchers and business strategists alike. As such, creative new ways to capture the value of this intangible asset must be devised and tested. The current study uses acquired goodwill as a surrogate indicator of brand equity and looks at the importance of brand equity for firms in the health services industry by measuring the impact of acquired goodwill on stockholder returns. The findings indicate that acquired goodwill and stockholder returns appear to be significantly and positively related to each other. In addition, firms that have higher than average amounts of goodwill relative to total assets differ significantly in terms of stockholder returns than those that have relatively little investment in goodwill. Finally, the study indicates that the impact of goodwill on investor returns is highest for firms operating in one specific industry sub-sector, the market for home health services.