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Research Report from JKPKBPPK / 2004-08-27 03:20:00 Segmentasi Pasar Menurut Benefit di RSUD Doloksanggul Kabupaten Tapanuli Utara Propinsi Sumatera Utara By: Pangihutan Simatupang Program Pascasarjana Universitas Gadjah Mada Created: 2001 Keywords: marketing program; marketing concept strategy through market segmentation; Abstrak Penelitian Kesehatan Subject: HOSPITALS Dolok Sanggul District Hospital is a type-C hospital belonging to the local authority of North Tapanuli. Although it is a referral center for 14 sub-districts with 284,475 inhabitants, the service utilization and BOR was still low. This was caused by several problems including two hospital competitors with complete facilities and specialists who are past time and are 60 km distance from the hospital, although its marketing program is still traditional or and uses selling concept based on specialization. Now, in the more competitive environment, Dolok Sanggul District Hospital Should change its marketing concept from traditional one or from using selling concept based on specialization towards marketing using marketing concept strategy through market segmentation. This study was aimed at finding out market segmentation available in Dolok Sanggul District Hospital based on benefit and behaviorist. This was a qualitative descriptive study using focused depth interviews and observation on consumer behavior. The subjects were 12 persons consisting of 4 persons from each inpatient installation of internal medicine, midwifery, and obstetrics and every 1 person represents every market segment of each inpatient installation. The results showed that factors considered by consumers in choosing Dolok Sanggul District Hospital consisted of 1 main factor, i.e. cheaper healthcare service cost compared with the competitors and 3 supporting factors, i.e. availability of specialists, equipment, and hospital location. Market segmentation for health care service at Dolok Sanggul District Hospital should be based on benefit and behaviorists, and is viewed in the market segmentation named economic buyers factors. Copyrights: Copyright © 2001 by Badan Litbang Kesehatan. Verbatim copying and distribution is permitted in any medium, provided this notice is preserved.

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DL Name: Badan Litbang Kesehatan PublisherID: JKPKBPPK Organization: Departemen Kesehatan dan Kesejahteraan Sosial Contact: JIIPP Badan Litbang Kesehatan Address: Jl. Percetakan Negara, 29 City: Jakarta Pusat Region: Jakarta Country: Indonesia Phone: 021-4261088 Fax: 62-21-4243933 Admin Email: gdl-adm@litbang.depkes.go.id CKO Email: gdl-lib@litbang.depkes.go.id

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Source

Abstrak Penelitian Kesehatan Seri 21, Tahun 2003 (Health Research Abstracts Series 21, 2003)

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Editor: lisa_ira@litbang.depkes .go.id

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