Understanding Marketing Mix

Oct 13, 2025 by wbrum.org 58 views

Analysis of the Effect of Marketing Mix on Loyalty of Inpatient Patients at the Regional General Hospital Dr. Djasamen Saragih City of Pematangsiantar

Introduction

The Regional General Hospital (RSUD) Dr. Djasamen Saragih in Pematangsiantar City has been experiencing a decline in the number of inpatients from 2009 to 2011. This decrease in patient numbers is a clear indication of a decline in patient loyalty. Inpatient loyalty is influenced by various elements of the marketing mix, which includes products, prices, locations, promotions, human resources, processes, and physical evidence. This study aims to analyze the extent of the effect of marketing mix on loyalty of inpatients at the hospital.

Understanding Marketing Mix

The marketing mix is a crucial concept in marketing that refers to the combination of several elements that a company uses to promote its products or services. The marketing mix includes:

Products: The quality of health services offered, such as doctor's expertise, medical technology, and available facilities, greatly influence the patient's decision to return. Hospitals that are able to provide superior health services tend to more easily build loyalty.
Price: Cost of maintenance and transparency price is also an important factor. Patients will consider whether the price offered is comparable to the services received. Competitive and clear price policies can increase patient satisfaction.
Location: Hospital accessibility is also a major consideration. Hospitals that are easily accessible and in strategic locations are more attractive to patients, so they tend to return.
Promotion: Effective marketing and promotion strategies can attract the attention of new patients and maintain existing patients. Promotion that provides clear and interesting information can increase the awareness and image of the hospital.
Human Resources: The quality of service provided by medical and non-medical staff is very influential on patient experience. Communication skills and empathic attitudes of employees also contributed greatly to patient loyalty.
Process: The success of health services also depends on the efficiency of the administrative and service process. A fast and organized process will minimize patient discomfort.

Methodology

This study used a survey method to collect data from 98 inpatients who used services at Dr. Djasamen Saragih. The data analysis method used is multiple linear regression analysis with the help of SPSS software. The results showed that all elements in the marketing mix - products, prices, locations, promotions, human resources, processes, and physical evidence - have significant influences both individually (partially) and overall (simultaneously) on inpatient loyalty.

Results

The results of the study showed that all elements of the marketing mix have a significant influence on inpatient loyalty. The results are as follows:

Products: The quality of health services offered has a significant influence on patient loyalty (p-value = 0.01).
Price: The cost of maintenance and transparency price has a significant influence on patient loyalty (p-value = 0.05).
Location: Hospital accessibility has a significant influence on patient loyalty (p-value = 0.01).
Promotion: Effective marketing and promotion strategies have a significant influence on patient loyalty (p-value = 0.05).
Human Resources: The quality of service provided by medical and non-medical staff has a significant influence on patient loyalty (p-value = 0.01).
Process: The efficiency of the administrative and service process has a significant influence on patient loyalty (p-value = 0.05).

Recommendations for Management

Based on the results of the study, there are several recommendations that can be given to the management of RSUD Dr. Djasamen Saragih in order to increase patient loyalty. First, it is important to improve the quality and professionalism of staff in providing services, with a focus on meeting patient needs. Periodic training for employees to improve their competencies is highly recommended. Second, hospitals need to pay attention and make continuous improvements to existing facilities and services, including the implementation of feedback from patients to create better experience.

Conclusion

In conclusion, this study has shown that the marketing mix has a significant influence on inpatient loyalty at Dr. Djasamen Saragih. The results of the study have provided valuable insights into the factors that influence patient loyalty and have provided recommendations for management to improve patient loyalty. With the implementation of a better marketing mix strategy and improving service quality, it is expected that the loyalty of inpatients at Dr. Djasamen Saragih can increase, so that it has a positive impact on the image and performance of the hospital as a whole.

Limitations of the Study

This study has several limitations. First, the study only focused on inpatients at Dr. Djasamen Saragih and did not consider outpatients. Second, the study only used a survey method to collect data and did not use other methods such as interviews or focus groups. Third, the study only analyzed the data using multiple linear regression analysis and did not use other statistical methods.

Future Research Directions

Future research should focus on exploring the factors that influence patient loyalty in other hospitals and healthcare settings. Additionally, future research should use a more comprehensive methodology that includes multiple data collection methods and statistical analysis techniques.
Frequently Asked Questions (FAQs) about the Effect of Marketing Mix on Loyalty of Inpatient Patients at the Regional General Hospital Dr. Djasamen Saragih City of Pematangsiantar

Q: What is the marketing mix and how does it affect patient loyalty?

A: The marketing mix is a combination of several elements that a company uses to promote its products or services. In the context of healthcare, the marketing mix includes products (health services), prices (cost of maintenance and transparency price), locations (hospital accessibility), promotions (effective marketing and promotion strategies), human resources (quality of service provided by medical and non-medical staff), processes (efficiency of the administrative and service process), and physical evidence (facilities and services). The marketing mix has a significant influence on patient loyalty.

Q: What are the key factors that influence patient loyalty?

A: The key factors that influence patient loyalty are:

Quality of health services offered (products)
Cost of maintenance and transparency price (price)
Hospital accessibility (location)
Effective marketing and promotion strategies (promotion)
Quality of service provided by medical and non-medical staff (human resources)
Efficiency of the administrative and service process (process)
Facilities and services (physical evidence)

Q: How can hospitals improve patient loyalty?

A: Hospitals can improve patient loyalty by:

Improving the quality and professionalism of staff in providing services
Providing periodic training for employees to improve their competencies
Paying attention to and making continuous improvements to existing facilities and services
Implementing feedback from patients to create better experience
Using effective marketing and promotion strategies to attract new patients and maintain existing patients

Q: What are the benefits of improving patient loyalty?

A: Improving patient loyalty has several benefits, including:

Increased patient satisfaction
Improved patient retention
Increased revenue
Positive impact on the image and performance of the hospital
Improved reputation and credibility

Q: How can hospitals measure patient loyalty?

A: Hospitals can measure patient loyalty using various methods, including:

Surveys and questionnaires
Patient feedback and complaints
Patient satisfaction scores
Net Promoter Score (NPS)
Patient retention rates

Q: What are the challenges of improving patient loyalty?

A: The challenges of improving patient loyalty include:

Limited resources and budget
Difficulty in measuring patient loyalty
Resistance to change from staff and patients
Complexity of healthcare services and processes
Competition from other healthcare providers

Q: How can hospitals overcome the challenges of improving patient loyalty?

A: Hospitals can overcome the challenges of improving patient loyalty by:

Allocating sufficient resources and budget to improve patient loyalty
Using effective measurement tools to track patient loyalty
Engaging staff and patients in the improvement process
Simplifying healthcare services and processes
Collaborating with other healthcare providers to improve patient loyalty

Q: What is the future of patient loyalty in healthcare?

A: The future of patient loyalty in healthcare is promising, with increasing focus on patient-centered care and personalized medicine. Hospitals that prioritize patient loyalty and satisfaction will be better equipped to succeed in a competitive healthcare market.