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Pengaruh Pelaksanaan CODE STEMI Terhadap Strategi Pemasaran RSUPN Dr Cipto Mangunkusumo

Eka Ginanjar, Amal C Sjaaf, Wahyu Sulistyadi

Abstract


ABSTRAK Dewasa ini, persaingan bisnis dalam industri jasa rumah sakit semakin ketat. Akibatnya, rumah sakit dituntut untuk memiliki inovasi dan strategi untuk menarik pasien. Salah satu hal yang diperlukan untuk menarik minat pasien adalah strategi pemasaran rumah sakit. Penelitian ini bertujuan untuk mengetahui pengaruh pelaksanaan program CODE STEMI terhadap unsur-unsur strategi pemasaran rumah sakit RSUPN Dr. Cipto Mangunkusumo. Penelitian ini menggunakan metode kuantitatif dengan penelusuran rekam medik dan dokumen administrasi, serta metode kualitatif dengan observasi dan wawancara mendalam. Hasil penelitian menunjukan penurunan mortalitas, MACE, door to balloon time, total biaya, dan lama rawat setelah diterapkannya program CODE STEMI. Hasil-hasil tersebut berdampak baik pada bauran pemasaran produk, harga, distribusi, manusia, proses, dan sarana fisik. Pasien merasa puas dengan pelayanan yang diberikan, dan jumlah pasien STEMI pun meningkat sejak diterapkannya program CODE STEMI tersebut. Berdasarkan hasil tersebut, ditarik kesimpulan bahwa program CODE STEMI berdampak positif terhadap strategi pemasaran RSUPN Dr. Cipto Mangunkusumo.  ABSTRACT Nowadays, the competition in the hospital industry business is getting tougher. For this reason, hospitals are required to have innovations and strategies to attract patients. One of the necessary things to encourage patients to come to the hospital is a good hospital marketing strategy. This research aims to identify the impact of CODE STEMI program on the marketing strategy of the Cipto Mangunkusumo National General Hospital. This research uses quantitative methods by tracking medical records and administrative documents, as well as qualitative methods by observation and in-depth interviews. The results showed a decrease in mortality, MACE, door to balloon time, total cost, and length of stay after the implementation of the CODE STEMI program. These results have a good impact on the product marketing mix, such as price, distribution, people, processes, and physical facilities. Patients are satisfied with the services provided, and the number of STEMI patients coming to the hospital has increased since the implementation of the CODE STEMI program. Based on these results, it was concluded that the CODE STEMI program had a positive impact on the marketing strategy of RSUPN Dr. Cipto Mangunkusumo.

Keywords


CODE STEMI; marketing mix; marketing strategy

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References


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DOI: http://dx.doi.org/10.7454/arsi.v6i1.3698

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