THE ROLE OF HOSPITAL MARKETING MIX TO THE SELECTION OF THE HOSPITAL CONSUMER
Abstract
Background: The significant growth of hospital both of private and public hospital, additions requiring productive marketing strategy to sustained and increase consumers. Concept of 7p was developed from concept of 4p to create transparent communication between hospital and its customers. The given information will become the reason for customers to make their health related decision. This review is to see the role of each 7p concepst (person, place, promotion, physic, price, product and proses) in marketing and maintaining of hospitals.
Methods: Full articles available at PubMed and Google Scholar, published from 2010-2018, and the student thesis were considered to explore the hospital marketing with mix marketing approach.
Results: Of 412 full articles available at the searching tools, 10 articles have been selected for further discussion and analysis. From the results, it is noted that the 7p concepts of the costumer satisfactions present significant effects to the customers' trust to the hospital.
Conclusion: This systematic review even only answer four out of seven P concept including proses, promotion, person and product, the findings may present the references to the hospital marketing in delivering the significant result for increasing customers' satisfaction.
Keywords: Marketing mix, hospital marketing, customers' satisfaction.
Downloads
References
Radulescu Violeta, Health Marketing Contribution to the Sustainable Development of Society, the International Journal of Academic Research in Business and Social Sciences, 2012 ;2 (11)1, 351-358
Trisnantoro Laksono and Listyani E, Jumlah Rumah Sakit Perkembangan Rumah Sakit Umum (Total of Hospital In Indonesia and Growth Of Public Hospital), Acces from https:// www.persi.or.id >rsi, at June 30, 2019.
Ala Edin Muhamad Khalaf, et all. The Impact of Marketing Mix Strategies on Hospital Peformance Measured by Patient Satsfaction, Analysis Empirical Investigation on Jedah Privat Sector. Hospital Senior Manager Perspective, International Journal of Marketing Studies , 2013: 5 (6), 210-227.
Chen Chuan-Biau , Effect of the Hospital Marketing Promotion on Costumers' Choice of Hospitals Consumers, the Journal of Human Resources and Advertise Learning, 2011 ; 7,( 2), 156 - 167
Ekrich Donald W , Sclesinger Warren, An Application of the Marketing Concept in Health Care Services Planing Case Report, Journal of Management and Marketing Research, Vol. Pp. 1-9
Bahskar Lakshmi , Naga Satish Kumar, et all, Relationship Marketing - A Lucratif Hospital Marketing Strategy, IOSR of Business and Management, 2012 ; 3, (6), 46-48
Julie George, Manita D Shah, The Marketing Mix For Low Cost Health Care, International Journal Research Granthaalayah , 2017 ; 5, 1-8.
Bobeica , Marketing Planing in Health Care Industry, Annals of the Constantinism University of Targu Jiu , Economic Series, 2013 ; 2, 1-7
Herni JA, , Patient Loyalty to Health Care Organizations: Relationship Marketing and Satisfaction, International Journal of Management and Marketing Research, 2014 ; 7, (2), 39- 56.
Srenivas, T , Srinivasaro B, Srinivas a Rao, An Analysis on Mix Marketing in Hospitals, in International Journal on Advanced Research in Management and Social Sciences, 2013; 2, (4), 1-21.
Rafferty Joe A, Marchand Gerry, Reed Allison, Independent Factor to Increase Access to Hospital Role . Journal of Management & Marketing in Health, 2016 , 2-12
Purvitasari Diana, Pengaruh Bauran Pemasaran Terhadap Kepuasan Pasien Rumah di Rumah Sakit Menggala Kabupaten Tulang Bawang Lampung Program Manajemen Fakultas Ekonomi dan Bisnis Universitas Lampung, Tesis, 2018. (Influence Marketing Mix To Satisfaction of Patients in Menggala Hospital Tulang Bawang Distric, Lampung Province, Post Graduate of Manajement Economics and Bussines Faculty, Lampung University, Thesis, 2018)
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Each author(s) agree to transfer all copyrights and assign YAYASAN ALIANSI CENDEKIAWAN INDONESIA THAILAND, the Publisher of Proceedings of the International Conference on Applied Science and Health, for the full term of exclusive copyright and any extensions or renewals of that terms thereof throughout the world, including but not limited to publish, disseminate, transmit, store, translate, distribute, sell, republish and use the Contribution and material contained therein in print and electronic form of the journal and in other derivative works, in all languages and any form of media of expression available now or in the future and to license or permit others to do so.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Proceedings of the International Conference on Applied Science and Health is an open access following Creative Commons License Deed – Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0). Users are allowed to copy and redistribute the material in any medium or format as well as remix, transform, and build upon the material with one condition--appropriate credit is given to the journal.