The Effect of Marketing Mix on Patient Satisfaction at the 2015 Horas Horas Hospital in Pematangsiantar

Oct 13, 2025 by wbrum.org 141 views

The Effect of Marketing Mix on Patient Satisfaction at the 2015 Horas Horas Hospital in Pematangsiantar

Introduction

In the healthcare industry, hospitals play a vital role in improving public health. However, many hospitals struggle to provide satisfying services, leading to dissatisfied patients. To address this issue, hospitals need to adopt effective marketing strategies that cater to the needs and desires of patients. The marketing mix, a strategic tool, can help hospitals achieve their marketing goals. This study, conducted in 2015 at Horas Insani Pematangsiantar Hospital, examined the effect of marketing mix on patient satisfaction.

The Importance of Marketing Mix in Healthcare

The marketing mix, also known as the 4 Ps (product, price, promotion, and place), is a fundamental concept in marketing. In the healthcare industry, the marketing mix is crucial in creating a positive patient experience. The product refers to the quality of health services, while the process involves the interaction between staff and patients. The place refers to the accessibility and comfort of the hospital, and the people refer to the hospitality and professionalism of staff. The physical evidence refers to the hospital environment, which includes cleanliness, neatness, and aesthetics.

Research Methods and Findings

This study used a quantitative approach with a cross-sectional design, collecting data at one specific time point. Multivariate analysis with the linear regression coefficient test was used to examine the relationship between variables. The results showed that the product and process variables had a positive influence on patient satisfaction. The coefficient of product (0.633) indicated a stronger effect compared to process (0.52). This suggests that the quality of health services is the most influential factor in patient satisfaction at Horas Insani Pematangsiantar Hospital.

The Role of Product in Patient Satisfaction

The product variable, which refers to the quality of health services, is the most significant factor in patient satisfaction. This is because patients expect high-quality medical and non-medical services, including inspection, maintenance, and administration. Hospitals need to continuously improve the quality of their services to meet patient expectations. This can be achieved by investing in staff training, updating medical equipment, and implementing quality control measures.

The Importance of Place in Patient Satisfaction

The place variable, which refers to the accessibility and comfort of the hospital, is also crucial in patient satisfaction. Patients expect easy access to the hospital, a comfortable waiting area, and a well-designed layout that makes it easy for them to navigate. Hospitals need to ensure that their location is easily accessible, provides a comfortable waiting area, and adjusts the layout of the room to make it easy for patients.

The Role of People in Patient Satisfaction

The people variable, which refers to the hospitality and professionalism of staff, is essential in creating a positive patient experience. Patients expect friendly, professional, and responsive staff who can address their needs and concerns. Hospitals need to provide training and development to all staff to ensure that they are friendly, professional, and responsive to patient needs.

The Importance of Physical Evidence in Patient Satisfaction

The physical evidence variable, which refers to the hospital environment, is also crucial in patient satisfaction. Patients expect a clean, neat, and aesthetically pleasing hospital environment that reflects the quality of care provided. Hospitals need to pay attention to the cleanliness, neatness, and aesthetics of the hospital environment, both physical and non-physical.

The Role of Process in Patient Satisfaction

The process variable, which refers to the interaction between staff and patients, is essential in creating a positive patient experience. Patients expect effective service and communication flow between staff, both medical and non-medical, with patients. Hospitals need to optimize the process of interaction with patients to ensure that they receive high-quality care.

Solutions and Recommendations

Based on the findings of this study, Horas Insani Pematangsiantar Hospital needs to take concrete steps to increase patient satisfaction. Some recommendations include:

Improving the quality of health services by investing in staff training, updating medical equipment, and implementing quality control measures.
Increasing accessibility and comfort by ensuring the location of the hospital is easily accessible, providing a comfortable waiting area, and adjusting the layout of the room to make it easy for patients.
Building friendly and professional staff by providing training and development to all staff to ensure that they are friendly, professional, and responsive to patient needs.
Improving the quality of the hospital environment by paying attention to the cleanliness, neatness, and aesthetics of the hospital environment, both physical and non-physical.
Optimizing the process of interaction with patients by ensuring effective service and communication flow between staff, both medical and non-medical, with patients.

Conclusion

This study confirms that the marketing mix plays an essential role in increasing patient satisfaction in hospitals. By implementing an effective marketing mix strategy, Horas Insani Pematangsiantar Hospital can build a positive image, increase patient loyalty, and ultimately achieve success in achieving its marketing goals. The findings of this study provide valuable insights for hospitals to improve patient satisfaction and create a positive patient experience.
Frequently Asked Questions: The Effect of Marketing Mix on Patient Satisfaction

Q: What is the marketing mix, and how does it relate to patient satisfaction?

A: The marketing mix, also known as the 4 Ps (product, price, promotion, and place), is a fundamental concept in marketing. In the healthcare industry, the marketing mix is crucial in creating a positive patient experience. The product refers to the quality of health services, while the process involves the interaction between staff and patients. The place refers to the accessibility and comfort of the hospital, and the people refer to the hospitality and professionalism of staff. The physical evidence refers to the hospital environment, which includes cleanliness, neatness, and aesthetics.

Q: What is the most significant factor in patient satisfaction, according to this study?

A: The study found that the product variable, which refers to the quality of health services, is the most significant factor in patient satisfaction. This is because patients expect high-quality medical and non-medical services, including inspection, maintenance, and administration.

Q: How can hospitals improve the quality of their health services?

A: Hospitals can improve the quality of their health services by investing in staff training, updating medical equipment, and implementing quality control measures. This can include providing training and development to all staff to ensure that they are friendly, professional, and responsive to patient needs.

Q: What is the importance of place in patient satisfaction?

A: The place variable, which refers to the accessibility and comfort of the hospital, is also crucial in patient satisfaction. Patients expect easy access to the hospital, a comfortable waiting area, and a well-designed layout that makes it easy for them to navigate.

Q: How can hospitals improve the accessibility and comfort of their hospital?

A: Hospitals can improve the accessibility and comfort of their hospital by ensuring that their location is easily accessible, providing a comfortable waiting area, and adjusting the layout of the room to make it easy for patients.

Q: What is the role of people in patient satisfaction?

A: The people variable, which refers to the hospitality and professionalism of staff, is essential in creating a positive patient experience. Patients expect friendly, professional, and responsive staff who can address their needs and concerns.

Q: How can hospitals improve the hospitality and professionalism of their staff?

A: Hospitals can improve the hospitality and professionalism of their staff by providing training and development to all staff to ensure that they are friendly, professional, and responsive to patient needs.

Q: What is the importance of physical evidence in patient satisfaction?

A: The physical evidence variable, which refers to the hospital environment, is also crucial in patient satisfaction. Patients expect a clean, neat, and aesthetically pleasing hospital environment that reflects the quality of care provided.

Q: How can hospitals improve the physical evidence of their hospital?

A: Hospitals can improve the physical evidence of their hospital by paying attention to the cleanliness, neatness, and aesthetics of the hospital environment, both physical and non-physical.

Q: What is the role of process in patient satisfaction?

A: The process variable, which refers to the interaction between staff and patients, is essential in creating a positive patient experience. Patients expect effective service and communication flow between staff, both medical and non-medical, with patients.

Q: How can hospitals improve the process of interaction with patients?

A: Hospitals can improve the process of interaction with patients by ensuring effective service and communication flow between staff, both medical and non-medical, with patients.

Q: What are the key takeaways from this study?

A: The key takeaways from this study are that the marketing mix plays an essential role in increasing patient satisfaction in hospitals. By implementing an effective marketing mix strategy, hospitals can build a positive image, increase patient loyalty, and ultimately achieve success in achieving their marketing goals.