Manajemen Pemasaran Jasa RS.ppt,,,,,,,,,

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1. PEMASARAN PEMASARAN
RUMAH SAKITRUMAH SAKIT
dr. Yuli Prapancha Satar MARS Ph.Ddr. Yuli Prapancha Satar MARS Ph.D
20182018

2. APA ITU PEMASARAN ?
Sales
Advertising
Promosi
Public Relations

3. PEMASARANPEMASARAN
STRATEGI
PRODUK
PASAR

4. DEFINISI PEMASARANDEFINISI PEMASARAN

UPAYA MEMUASKAN KONSUMENUPAYA MEMUASKAN KONSUMEN

SUATU PROSES MANAJEMENSUATU PROSES MANAJEMEN

SUATU PROSES PERTUKARANSUATU PROSES PERTUKARAN

KEGIATAN YANG TERINTEGRASIKEGIATAN YANG TERINTEGRASI

PERSAINGAN & KEUNGGULAN DAYA PERSAINGAN & KEUNGGULAN DAYA
SAINGSAING

5. Definition of Definition of Healthcare MarketingHealthcare Marketing
“ “ Healthcare marketing is Healthcare marketing is educating ourselves educating ourselves as to the as to the
wants and needs wants and needs of of our potential customers, our potential customers, and, and, based based
on the knowledge on the knowledge we gain, we gain, educating our customers educating our customers andand
offering offering themthem valued services valued services that that fulfill their needs when fulfill their needs when
and where and where they need those servicesthey need those services.”.”

6. EDUCATING OURSELF (MARKET RESEARCH)
NEED AND WANTS POTENTIAL CUSTOMERS
BASED ON KNOWLEDGE
EDUCATING CUSTOMERS (PROMOTION)
OFFERING SERVICES (OUR PRODUCT)
VALUES (PRICE/VALUE EXCHANGE)
FULFILL WHEN AND WHERE (DISTRIBUTION)
Healthcare Marketing:Healthcare Marketing:

7. NEED & WANTS CUSTOMER RSNEED & WANTS CUSTOMER RS
KELOMPOK CUSTOMER NEED & WANTS
STAF MEDIS
Information on patients who have been admitted to the hospital
Information on hospital services
Access to medical records
Up-to-date technology
DOKTER PERUJUK
Improved health outcome for patients
Timely reports
Return of patients to the physician’s care
Prompt access to consults
Involvement in comanaging the follow-up of patients
KONSUMEN
Availability and access
Information to make decisions
Confi dence in diagnosis and treatment
PASIEN
Quick return to health
Continuous communication
Confi dence in care protocols
Convenience in scheduling visits, test, procedures
TLC (tender loving care)
Involvement of spouse/partner
Options, pros and cons
ASURANSI/PIHAK KE 3
Managed utilization of procedures, controlled cost, member satisfaction,
outcome measurement

8. HOSPITAL MARKETERHOSPITAL MARKETER
““The hospital marketer must not only keep up with the The hospital marketer must not only keep up with the
latest clinical technology,new healthcare legislation, and latest clinical technology,new healthcare legislation, and
healthcare finance trends, but also be an astute educator healthcare finance trends, but also be an astute educator
and mentor to his or her colleagues, helping them to and mentor to his or her colleagues, helping them to
understand the role they play in creating trust, confidence, understand the role they play in creating trust, confidence,
and value in the minds of their customers.”and value in the minds of their customers.”

9. HOSPITAL MARKETERHOSPITAL MARKETER

LATEST CLINICAL TECH INFORMATIONLATEST CLINICAL TECH INFORMATION

HEALTHCARE LEGISLATIONHEALTHCARE LEGISLATION

HEALTHCARE FINANCE TRENDSHEALTHCARE FINANCE TRENDS

HELPING HIS/HER COLLEAGUES CREATING HELPING HIS/HER COLLEAGUES CREATING
TRUST,CONFIDENCE AND VALUES IN THE TRUST,CONFIDENCE AND VALUES IN THE
MIND OF THEIR CUSTOMERSMIND OF THEIR CUSTOMERS

10. PROSES PELAYANAN JASA RSPROSES PELAYANAN JASA RS
PERCEIVED
PERFORMANCE
SERVICE /CARE
PROVIDER
EXPECTATION
NEED WANTS
CUSTOMER
LOYALTY
REPEAT PURCHASE
WORD OF MOUTH
RECOMENDATION
PROFIT
MOMENT OF TRUTH
CUSTOMER
SATISFACTION
CUSTOMER EXPERIENCE

11. Patient ExpectationsPatient Expectations

Good Medical CareGood Medical Care

Good Nursing CareGood Nursing Care

Less Waiting TimeLess Waiting Time

Excellent HospitalityExcellent Hospitality

Personal AttentionPersonal Attention

Courteous BehaviorCourteous Behavior

Affordable ChargesAffordable Charges

CleanlinessCleanliness

Good Coordination Good Coordination

Cooperation among the StaffCooperation among the Staff

DisciplineDiscipline

Communication & InformationCommunication & Information

Transparency in charges and Transparency in charges and
proceduresprocedures

12. Customer Experience><Perceived Performance
It Takes More than Good Customer Service
If you take all the different aspects of a commoditised
world then everything is pretty similar: similar
products, similar people, similar technology and similar
pricing. The differences are in the brand, the
perception and the feel of a company, all of which are
delivered through the customer experience. It’s the
customer experience that differentiates a hospital

13. Why customer satisfaction? Why customer satisfaction?

Health care is generally becoming competitiveHealth care is generally becoming competitive

Providers must not only maintain high clinical Providers must not only maintain high clinical
standards but also service that satisfies the standards but also service that satisfies the
patientspatients

To meet the dual challenge, providers must To meet the dual challenge, providers must
have an understanding of what constitutes both have an understanding of what constitutes both
clinical excellence and customer satisfactionclinical excellence and customer satisfaction

14. What is patient satisfaction?What is patient satisfaction?

Patient Satisfaction is Patient Satisfaction is “hospital services and its
perception by the patient” minus minus ”patient
expectations”
0 = Patient Satisfied
- = Patient Dissatisfied
+ = Patient Delighted

Patient satisfaction measures need to be developed Patient satisfaction measures need to be developed
from the patients perspectivefrom the patients perspective

Patients are becoming better informedPatients are becoming better informed

Involve patients for making improvementsInvolve patients for making improvements

Patient satisfaction is not Patient satisfaction is not Static but but Dynamic

15. KARAKTERISTIK PELAYANAN KARAKTERISTIK PELAYANAN
RUMAH SAKITRUMAH SAKIT

INDUSTRI JASAINDUSTRI JASA

FUNGSI SOSIALFUNGSI SOSIAL

REGULASI / ETIKAREGULASI / ETIKA

HIERARKI GANDAHIERARKI GANDA

SISTEM PEMBAYARANSISTEM PEMBAYARAN

16. PENERIMAAN FUNGSI BISNIS PENERIMAAN FUNGSI BISNIS
DI RSDI RS

MUDAH MUDAH → → FINANCE, ACCOUNTING, FINANCE, ACCOUNTING,
PR, PLANNINGPR, PLANNING

HATI-HATI HATI-HATI →→ PEMASARAN?PEMASARAN?
- BISNIS BESAR- BISNIS BESAR
- KOMERSIALISASI- KOMERSIALISASI
- ETIKA RS- ETIKA RS
- FUNGSI SOSIAL- FUNGSI SOSIAL

17. LATAR BELAKANG PEMASARANLATAR BELAKANG PEMASARAN

UTILISASI RENDAHUTILISASI RENDAH

TRANSISI JADI ORG BERORIENTASI PASARTRANSISI JADI ORG BERORIENTASI PASAR

KOMPETISIKOMPETISI

REGULASI KESEHATANREGULASI KESEHATAN

GLOBALISASIGLOBALISASI

TUNTUTAN MUTUTUNTUTAN MUTU

KETERBATASAN SDMKETERBATASAN SDM

KONSUMEN KRITISKONSUMEN KRITIS

18. MANFAAT UTAMA PEMASARAN MANFAAT UTAMA PEMASARAN
RUMAH SAKITRUMAH SAKIT

KEPUASAN KONSUMEN/STAKE HOLDERKEPUASAN KONSUMEN/STAKE HOLDER

MENINGKATKAN KUALITAS PELAYANANMENINGKATKAN KUALITAS PELAYANAN

MENINGKATKAN EFISIENSIMENINGKATKAN EFISIENSI

19. MANFAAT LAIN PEMASARAN MANFAAT LAIN PEMASARAN
RUMAH SAKITRUMAH SAKIT

PAHAM/PEKA KEBUTUHAN MASYARAKATPAHAM/PEKA KEBUTUHAN MASYARAKAT

PELAYANAN LEBIH TERFOKUSPELAYANAN LEBIH TERFOKUS

PENGHENTIAN PELAYANAN MERUGIPENGHENTIAN PELAYANAN MERUGI

PRODUK BARU & PELUNCURAN PRODUK BARUPRODUK BARU & PELUNCURAN PRODUK BARU

DISTRIBUSI JASA LEBIH EFEKTIFDISTRIBUSI JASA LEBIH EFEKTIF

PENDEKATAN HARGA KREATIFPENDEKATAN HARGA KREATIF

DESAIN TEMPAT & FUNGSI LEBIH MENARIKDESAIN TEMPAT & FUNGSI LEBIH MENARIK

MEMUASKAN PASIEN, DOKTER & KARYAWANMEMUASKAN PASIEN, DOKTER & KARYAWAN

INFORMASI LEBIH LUAS DITERIMAINFORMASI LEBIH LUAS DITERIMA

20. KRITIK PEMASARAN RSKRITIK PEMASARAN RS

MENGHAMBURKAN UANGMENGHAMBURKAN UANG

MENGGANGGUMENGGANGGU

MANIPULATIFMANIPULATIF

MENURUNKAN KUALITAS YAN KESMENURUNKAN KUALITAS YAN KES

PERSAINGAN ANTAR RSPERSAINGAN ANTAR RS

PERMINTAAN YG TIDAK PERLUPERMINTAAN YG TIDAK PERLU

21. KEGIATAN MANAJEMENKEGIATAN MANAJEMEN
PEMASARAN RUMAH SAKITPEMASARAN RUMAH SAKIT

RISET KONSUMENRISET KONSUMEN

PENGEMBANGAN PRODUK (PRODUCT)PENGEMBANGAN PRODUK (PRODUCT)

DISTRIBUSI (PLACE)DISTRIBUSI (PLACE)

KOMUNIKASI PEMASARAN (PROMOTION)KOMUNIKASI PEMASARAN (PROMOTION)

PENETAPAN HARGA (PRICE)PENETAPAN HARGA (PRICE)

SERVICE/SALESSERVICE/SALES

22. BAURAN PEMASARANBAURAN PEMASARAN

PRODUCTPRODUCT

PLACE PLACE

PROMOTIONPROMOTION

PRICEPRICE
4 P(Marketing Mix)

23. BAURAN PEMASARANBAURAN PEMASARAN

4 P utk Barang,utk Jasa tdk Cukup4 P utk Barang,utk Jasa tdk Cukup

Perkiraan Need Barang mudah,Jasa SulitPerkiraan Need Barang mudah,Jasa Sulit

Adanya Sifat – Sifat JasaAdanya Sifat – Sifat Jasa

Membantu Calon Pembeli menilai Jasa dg Membantu Calon Pembeli menilai Jasa dg
ditambah 3 P Jasaditambah 3 P Jasa

24. BAURAN PEMASARAN JASABAURAN PEMASARAN JASA

PRODUCTPRODUCT

PLACE PLACE

PROMOTIONPROMOTION

PRICEPRICE

PHYSICAL EVIDENCEPHYSICAL EVIDENCE

PEOPLEPEOPLE

PROCESSPROCESS
3 P(Marketing JASA)

25. RISET KONSUMENRISET KONSUMEN
“MENGETAHUI KONSUMEN”“MENGETAHUI KONSUMEN”

APA YANG DIPIKIRKANAPA YANG DIPIKIRKAN

APA YANG DIHARAPKANAPA YANG DIHARAPKAN

APA YANG DIANGGAP BERHARGAAPA YANG DIANGGAP BERHARGA

KEMAMPUAN KONSUMEN MEMBAYARKEMAMPUAN KONSUMEN MEMBAYAR

26. PENGEMBANGAN PRODUKPENGEMBANGAN PRODUK

PENDEKATAN PRODUK PORTOFOLIO PENDEKATAN PRODUK PORTOFOLIO
(BCG, GE APPROACH)(BCG, GE APPROACH)

PRODUCT / MARKET EXPANSION PRODUCT / MARKET EXPANSION
STRATEGY (ANSOFF)STRATEGY (ANSOFF)

27. PENGEMBANGAN PRODUKPENGEMBANGAN PRODUK

PENDEKATAN PRODUK PORTOFOLIO PENDEKATAN PRODUK PORTOFOLIO
(BCG, GE APPROACH)(BCG, GE APPROACH)
STARSTAR ??
CASH COWCASH COW DOGDOG
GROWTH
RMS

28. PENGEMBANGAN PRODUKPENGEMBANGAN PRODUK

PRODUK / MARKET EXPANSION PRODUK / MARKET EXPANSION
STRATEGY (ANSOFF)STRATEGY (ANSOFF)
LAMALAMA BARUBARU
LAMALAMA PENERTASI PENERTASI
PASARPASAR
PRODUCT PRODUCT
INOVATIONINOVATION
BARUBARU NEW NEW
MARKETMARKET
TOTAL TOTAL
INOVATIONINOVATION
PRODUCT
MARKET

29. PAKET YG DIKELOLA SBG SBUPAKET YG DIKELOLA SBG SBU
PELAYANAN YG ADA DIPASARKAN SPESIALIS YG
TERLIBAT
PASIEN CV PD UNIT
BEDAH
THE HEART CARE
INSTITUTE
BEDAH MINOR
PROMPT CARE/FAST
TRACK
ORTOPEDIK
THE BONE & JOINT
INSTITUTE
GINEKOLOGI
THE BREAST CANCER
CENTER

30. KOMUNIKASI (PROMOTION)KOMUNIKASI (PROMOTION)
“PERHATIKAN ISI PESAN & CARA “PERHATIKAN ISI PESAN & CARA
KEGIATAN”KEGIATAN”

PESAN INFORMATIFPESAN INFORMATIF

PESAN TIDAK KOMPARATIFPESAN TIDAK KOMPARATIF

PESAN REALISTIK & TIDAK ASAL JANJIPESAN REALISTIK & TIDAK ASAL JANJI

KEGIATAN TIDAK BERLEBIHANKEGIATAN TIDAK BERLEBIHAN

31. DISTRIBUSI (PLACE)DISTRIBUSI (PLACE)

DEFINISIDEFINISI
SEGALA UPAYA AGAR PASIEN/KONSUMEN SEGALA UPAYA AGAR PASIEN/KONSUMEN
DAPAT MENGKONSUMSI PRODUK JASA RS YG DAPAT MENGKONSUMSI PRODUK JASA RS YG
MUDAH, AMAN, MENYENANGKAN SESUAI MUDAH, AMAN, MENYENANGKAN SESUAI
KEMAMPUAN RS UNTUK MENYEDIAKANNYAKEMAMPUAN RS UNTUK MENYEDIAKANNYA

PUSH/PULL STRATEGYPUSH/PULL STRATEGY

UPAYA MEMBERI KEMUDAHANUPAYA MEMBERI KEMUDAHAN

SUASANA MENYENANGKANSUASANA MENYENANGKAN

32. PENETAPAN HARGAPENETAPAN HARGA
“PERHATIKAN”“PERHATIKAN”

UNIT COST PRODUKUNIT COST PRODUK

TARIF COMPETITORTARIF COMPETITOR

PERSEPSI KONSUMEN / PASIENPERSEPSI KONSUMEN / PASIEN

PROFIT MARGINPROFIT MARGIN

33. SERVICESERVICE

KELEMAHAN RS YG MENONJOLKELEMAHAN RS YG MENONJOL

RENDAHNYA KEMAMPUAN RENDAHNYA KEMAMPUAN
BERKOMUNIKASI (INDIVIDUAL)BERKOMUNIKASI (INDIVIDUAL)

RENDAHNYA KEMAMPUAN RENDAHNYA KEMAMPUAN
BERKOORDINASI (INSTITUSIONAL)BERKOORDINASI (INSTITUSIONAL)

34. PENGORGANISASIAN PENGORGANISASIAN
PEMASARAN RSPEMASARAN RS
“PRINSIP DASAR”“PRINSIP DASAR”

EVERYBODY BUSINESSEVERYBODY BUSINESS

CUSTOMER ORIENTEDCUSTOMER ORIENTED

KETERLIABATN TOP MANAGERKETERLIABATN TOP MANAGER

EFISIENSIEFISIENSI

AKSES LANGSUNG KE PIMPINANAKSES LANGSUNG KE PIMPINAN

35. IMPLEMENTASI PEMASARANIMPLEMENTASI PEMASARAN
TOP MANAGER / OWNERTOP MANAGER / OWNER
MIDDLE, FRONT LINE MANAGERMIDDLE, FRONT LINE MANAGER

36. ORGANISASI RS YANG ORGANISASI RS YANG
MARKETING ORIENTEDMARKETING ORIENTED

KETERLIBATAN TOP MANAGEMENTKETERLIBATAN TOP MANAGEMENT

TRAINING MARKETING PERIODIKTRAINING MARKETING PERIODIK

REKRUTMEN TENAGA BERORIENTASI REKRUTMEN TENAGA BERORIENTASI
PEMASARANPEMASARAN

REWARD SYSTEMREWARD SYSTEM

PENGEMBANGAN RS BERORIENTASI PENGEMBANGAN RS BERORIENTASI
COSTUMERCOSTUMER

37. LANGKAH NYATALANGKAH NYATA

KEMBANGKAN BUDAYA ORGANISASI KEMBANGKAN BUDAYA ORGANISASI
BERBASIS KONSEP PEMASARANBERBASIS KONSEP PEMASARAN

TINGKATKAN PENGETAHUAN & TINGKATKAN PENGETAHUAN &
KETERAMPILAN PEMASARAN PADA KETERAMPILAN PEMASARAN PADA
SEMUA LINISEMUA LINI

KEMBANGKAN FUNGSI & ORGANISASI KEMBANGKAN FUNGSI & ORGANISASI
PEMASARAN SECARA BERTAHAPPEMASARAN SECARA BERTAHAP

38. Keys to Service Excellence through
Customer Experience Management
Service
Excellence
Engagement
Service
Excellence
Engagement

39. •Identify important
retention factors
•Apply tactics to increase
retention and
commitment
•Establish customer
experience Vision & Strategy
•Launch leadership and
management education &
development programme
•Launch employee
engagement programme
•Gather data on customer
experience
•Use CEI to identify, organise
and communicate expectations
•Identify and map emotional
touchpoints
•Teach and model service
and Service Recovery skills
•Provide reinforcing and
developmental feedback
•Conduct coaching
conversations to build
ownership and judgment
Keys to Service Excellence through Customer Experience
Management
Service
Excellence
Engagement
Service
Excellence
Engagement

40. Best Solution: The People and the Steps
Frontline
Employees
Frontline
Managers
Mid-level
Managers
Executive
Team
1. Measure2. Engage3. Mobilise4. Sustain
The
People
The Steps

41. HAMBATAN PEMASARANHAMBATAN PEMASARAN

KETERBATASAN VISI, KOMITMEN KETERBATASAN VISI, KOMITMEN
BERORIENTASI CUSTOMERBERORIENTASI CUSTOMER

KETERBATASAN PENGETAHUAN & KETERBATASAN PENGETAHUAN &
SKILL PEMASARANSKILL PEMASARAN

KETERBATASAN PENDANAANKETERBATASAN PENDANAAN

KETERBATASAN PERATURAN & KETERBATASAN PERATURAN &
PERUNDANGANPERUNDANGAN

42. KEBIJAKAN PEMASARAN KEBIJAKAN PEMASARAN
(DEPKES)(DEPKES)

MENINGKATKAN UTILISASIMENINGKATKAN UTILISASI

MENINGKATKAN RUJUKANMENINGKATKAN RUJUKAN

MELUASKAN CAKUPANMELUASKAN CAKUPAN

MENINGKATKAN DERAJAT KESMENINGKATKAN DERAJAT KES

MENINGKATKAN MUTU PELAYANANMENINGKATKAN MUTU PELAYANAN
TUJUAN PEMASARAN PELAYANAN KESEHATAN :

ETIK KEDOKTERANETIK KEDOKTERAN

ETIKA RSETIKA RS

KETENTUAN YANG BERLAKUKETENTUAN YANG BERLAKU
DASAR HUKUM :

43. KETENTUAN UMUMKETENTUAN UMUM

BERBEDA DGN PEMASARAN PERUSAHAAN UMUMBERBEDA DGN PEMASARAN PERUSAHAAN UMUM

DILANDASI FUNGSI SOS / IDEALISME KEMANUSIAANDILANDASI FUNGSI SOS / IDEALISME KEMANUSIAAN

DILAKUKAN SECARA BENAR / TDK MERUGIKANDILAKUKAN SECARA BENAR / TDK MERUGIKAN

TDK SUPPLY CREATED DEMANDTDK SUPPLY CREATED DEMAND

DILAKUKAN KOLEKTIF/INDIVIDUAL DILAKUKAN KOLEKTIF/INDIVIDUAL
(TERGANTUNG JENIS JASA)(TERGANTUNG JENIS JASA)

MENGHINDARI PERSAINGAN TDK SEHATMENGHINDARI PERSAINGAN TDK SEHAT

PERANAN PROFESI SANGAT PENTINGPERANAN PROFESI SANGAT PENTING

44. CARA PEMASARAN YANG DIBOLEHKANCARA PEMASARAN YANG DIBOLEHKAN
A. INTERNALA. INTERNAL
--MENINGKATKAN PELAYANAN KESEHATANMENINGKATKAN PELAYANAN KESEHATAN
- - SURVEY PASIENSURVEY PASIEN
--MOBILISASI DOKTER, PERAWAT, KARYAWANMOBILISASI DOKTER, PERAWAT, KARYAWAN
--BROSUR/LEAFLET/BULETIN DLLBROSUR/LEAFLET/BULETIN DLL
B. EXTERNALB. EXTERNAL
--PEMBERIAN INFORMASI PELAYANANPEMBERIAN INFORMASI PELAYANAN
--MENGGUNAKAN MEDIA MASSAMENGGUNAKAN MEDIA MASSA
- - INFORMASI TARIF HARUS JELASINFORMASI TARIF HARUS JELAS
--KERJASAMA DG PERUSAHAAN-PERUSAHAANKERJASAMA DG PERUSAHAAN-PERUSAHAAN
- - SEMINARSEMINAR
- - PENGABDIAN MASYARAKATPENGABDIAN MASYARAKAT
- - DLLDLL
SUMBER : ANIROEN S., 1993SUMBER : ANIROEN S., 1993

45. PENUTUPPENUTUP
““PEMASARAN RUMAH SAKIT PEMASARAN RUMAH SAKIT
MENJADI PENTING DAN MENJADI PENTING DAN
DIBUTUHKAN RS SAAT INI”DIBUTUHKAN RS SAAT INI”

46. Terima KasihTerima Kasih
T e r I m a K a s I h