Strategi Pemasaran untuk Meningkatan Kunjungan Pasien di Rumah Sakit Gigi dan Mulut Nala Husada Surabaya

Bhatara Ardinata; Ahmad Rohendi; Rizki Adriansyah Rubini

doi:10.61132/rimba.v4i4.2987

Authors

Bhatara Ardinata Universitas Adhirajasa Reswara Sanjaya
Ahmad Rohendi Universitas Adhirajasa Reswara Sanjaya
Rizki Adriansyah Rubini Universitas Adhirajasa Reswara Sanjaya

DOI:

https://doi.org/10.61132/rimba.v4i4.2987

Keywords:

Dental Hospital, Marketing Mix, Marketing Strategy, Patient Visits, SWOT Analysis

Abstract

Nala Husada Dental and Oral Teaching Hospital in Surabaya provides dental and oral healthcare services to the general public. However, some community members still perceive the hospital as serving patients only through dental interns or clinical dental students. This qualitative study aimed to examine current marketing conditions, analyze internal and external factors, and formulate robust marketing strategies to increase patient visits. A qualitative descriptive approach with a case study design was employed. Thirty informants were selected through purposive sampling, representing hospital management, marketing personnel, dentists, service personnel, patients, and surrounding community members. Data were collected through in-depth interviews, observation, and documentation. The 7P services marketing mix was used to analyze marketing conditions, while strategies were formulated using the IFAS and EFAS matrices, SWOT diagram, and SWOT matrix. The results showed an IFAS score of 2.53 and an EFAS score of 2.63. The difference between strengths and weaknesses was 1.18, while the difference between opportunities and threats was 0.91, placing the hospital in Quadrant I. The main problems were the perception that the hospital only served patients through dental interns and the inadequate dissemination of information regarding general and specialist dental services. Its main strengths were its diverse services and the availability of general dentists and dental specialists. Priority strategies included strengthening the hospital’s image as a facility open to the public, optimizing digital marketing, and developing partnerships with schools, institutions, and communities. Increasing patient visits requires planned, measurable, and patient-oriented marketing.

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