Strategi marketing public relation mayapada hospital Jakarta Selatan melalui event berbasis komunitas perumahan=marketing public relation strategy by mayapada hospital Jakarta Selatan through housing-based events

Vallian, Steven (2020) Strategi marketing public relation mayapada hospital Jakarta Selatan melalui event berbasis komunitas perumahan=marketing public relation strategy by mayapada hospital Jakarta Selatan through housing-based events. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan bisnis rumah sakit khususnya di Jakarta semakin ketat. Strategi pemasaran hubungan masyarakat atau dikenal dengan MPR sebagai salah satu strategi pemasaran rumah sakit, diharapkan mampu membangun kepercayaan publik terhadap layanan rumah sakit. Selain diatur oleh kode etik rumah sakit dalam hal pemasaran serta fungsi utama rumah sakit adalah untuk melayani masyarakat, diharapkan melalui kegiatan MPR adalah upaya promosi yang masih dalam bagian dari bentuk pelayanan pada masyarakat. Adapun promosi ditujukan untuk meningkatkan jumlah pasien (rawat jalan dan rawat inap) serta membangun pola pengobatan bersifat preventif seperti Medical Check up, pemeriksaan / skrining/penyakit. Mayapada Hospital Jakarta Selatan menggunakan Marketing Public Relations (MPR) dalam usaha memasarkan rumah sakit. Salah satu target khalayak yang dituju adalah komunitas perumahan. Melalui membangun relasi dengan jaringan komunitas, MHJS sebagai pemberi jasa layanan kesehatan dapat memahami konsumen dan pasar secara lebih mendalam serta mampu memperkenalkan Mayapada Hospital Jakarta Selatan sebagai rumah sakit bertaraf internasional di Indonesia. Pengelolaan komunitas menggunakan strategi MPR diharapkan mampu menjangkau konsumen secara natural serta pesan marketing juga dapat tersampaikan, sebagaimana diatur dalam kode etik pemasaran rumah sakit. Melalui MHJS menyelenggarakan kegiatan acara seperti seminar dan pemeriksaan kesehatan serta mendukung kegiatan yang diselenggarakan oleh komunitas, diharapkan mampu membangun relasi yang baik dengan komunitas warga perumahan./ Business competition in the field of hospital services, especially in Jakarta is getting tougher. By carrying out the Marketing Public Relations (MPR) strategy as one of the marketing strategies carried out by the hospital will be able to build public confidence in the health services offered. In addition, it is hoped that through MPR activities it can increase the number of patients, both outpatient and inpatient, as well as establishing preventive treatment patterns in the community such as medical check-ups, screening of various types of diseases. Mayapada Hospital in South Jakarta uses Marketing Public Relations (MPR) in the business of marketing hospitals. One target audience is the housing community. Through building relationships with community networks, MHJS as a health service provider can understand consumers and markets more deeply and be able to introduce Mayapada Hospital South Jakarta as an international hospital in Indonesia. The process of introducing hospitals and building trust is obtained through information or education that directly targets consumers about diseases and how to prevent them. The communication strategy in the MPR is expected to be able to reach consumers naturally and the marketing message can also be conveyed, as stipulated in the hospital's marketing code of ethics. Through activities such as seminars and health checks, is expected to be able to bring people more sensitive to the dangers of disease in the future.

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