Medical Toursm Sebagai Stategi Pemasaran Rumah Sakit: Narrative Review

Peter Rusli

Abstract


ABSTRAK Untuk memahami tentang Medical Tourism sebagai bagian dari Strategi Pemasaran Rumah Sakit di Area Pariwisata. Artikel yang termasuk dan dinilai untuk kelayakan dalam ulasan ini adalah artikel yang menjelaskan tentang Medical Tourism dan strategi pemasaran rumah sakit di Indonesia. Rumah sakit sebagai bisnis swasta menggunakan berbagai strategi untuk menarik lebih banyak pasien atau pelanggan, seperti menciptakan ruang terapi dalam hibrida hotel (rumah sakit yang dirancang untuk kenyamanan pasien internasional). Rumah sakit juga menyusun strategi pemasaran untuk mengarahkan pasien dan pelanggan serta mengidentifikasi tiga strategi tersebut ialah dengan menghubungkan ke pasien potensial melalui kunjungan ke negara asal, mempekerjakan perantara perjalanan medis dan menyusun paket 'medical check-up' untuk orang sehat. Medical Tourism didefinisikan sebagai upaya pihak fasilitas atau tujuan wisata untuk menarik wisatawan dengan secara mempromosikan layanan dan fasilitas layanan kesehatannya, di samping fasilitas wisata regulernya, sehingga menekankan pada penyedia layanan. Jurnal tentang Medical Tourism, Indonesia masih merupakan bagian dari penyumbang wisatawan medis di negara Malaysia yaitu sebesar 47,8. Indonesia masih menghadapi berbagai masalah kesehatan yang masih belum terselesaikan sehingga masih fokus terhadap segmentasi pemasaran dalam negeri sehingga belum menjangkau atau mengembalikan segmen pasar dari konsumen atau pasien yang memanfaatkan pelayanan kesehatan di luar negeri. Studi terhadap model sistem Medical Tourism masih terus berkembang dan banyak potensi dengan menggunakan model ini. Dibutuhkan penelitian lebih lanjut untuk topik Medical Tourism dan hal penerapan maupun pengembangan sistem yang ada disesuaikan dengan kondisi yang berlaku sebagai salah satu strategi pemasaran rumah sakit, khususnya rumah sakit yang berada di daerah.  ABSTRACT To understand about the Medical Tourism as a part of Hospital Marketing Strategies in Tourism Area. Articles that included and assessed for the eligibility in this review was an article shown a Medical Tourism related to hospital marketing strategies in Indonesia. Medical Tourism is defined as the effort of the facility or tourist destination to attract tourists by promoting its health services and facilities, in addition to its regular tourist facilities, so that it emphasizes service providers. Hospitals as private businesses use various strategies to attract more patients / customers, such as creating therapeutic spaces in hybrid hotels (hospitals designed for the convenience of international patients). The hospital also develops a marketing strategy to direct patients and customers and identifies these three strategies - linking to potential patients through visits to home countries, employing medical travel intermediaries and developing 'medical check-up' packages for healthy people. Journal of Medical Tourism, Indonesia is still a part of contributors to medical tourists in Malaysia, amounting to 47.8 percent. Indonesia is still facing various health problems that remain unresolved so that it is still focused on the domestic marketing segmentation so that it has not reached or returned market segments from consumers or patients who utilize health services abroad. The study of the Medical Tourism system model is still growing and has a lot of potential using this model.The implementation Medical Tourism as hospital marketing strategis should be improved with future in Indonesia as a Tourism country.

Keywords


medical tourism; marketing strategies; hospital

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References


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DOI: http://dx.doi.org/10.7454/arsi.v5i3.2902

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