Strategi Pemasaran Pelayanan Continuous Ambulatory Peritoneal Dialysis di Klinik Khusus Ginjal X Batam Tahun 2016

Abstract

Abstrak Saat ini hanya 53% pasien Gagal Ginjal Terminal (GGT) yang dapat mengakses dialisis dan sebagian besar menjalani HD, pada­hal biaya untuk melaksanakan CAPD lebih murah dibandingkan HD (P2JK, 2016). Pelayanan CAPD di Klinik Khusus Ginjal X Batam sudah dimulai sejak tahun 2010, namun jumlah pasien CAPD hanya 3% dari total pasien GGT di klinik tersebut. Tujuan penelitian ini untuk menganalisis Strategi Pemasaran Pelayanan Continuous Ambulatory Peritoneal Dialysis di Klinik Khusus Ginjal X Batam Tahun 2016. Desain penelitian yang digunakan adalah analitik deskriptif dengan pendekatan kuantitatif dan kualitatif. Instrument dan Tahapan analisis yang digunakan adalah strategi Fred R. David yang kemudian dilanjutkan dengan Segmenting, Targeting dan Positioning, lalu menentukan bauran pemasaran (Product, Promotion, Price, Place, People, Physical evidence, Process, Customer Service). Klinik telah menetapkan tarif pelayanan yang disesuaikan dengan tarif paket INA-CBG’s, namun belum melakukan perhitungan biaya satuan. Strategi Pemasaran yang layak dan sesuai dengan analisis situasi adalah: Market Penetration dan Product Development. Pemasaran produk pelayanan di Klinik Khusus Ginjal X Batam dapat berupa periklanan melalui berbagai media seperti talk show di radio, talk show di stasiun televisi di kota Batam, dan leaflet; penyeba­ran leaflet di ruangan pelayanan Ilmu Penyakit Dalam; promosi penjualan, dan pembinaan dokter puskesmas. Selain itu bisa dilakukan promosi secara online. Untuk menghindari terjadinya asimetric information, maka dokter penanggungjawab mem­berikan edukasi yang komprehensif terhadap terapi CAPD. Abstract Currently only 53% of patients with end-stage renal disease that can access dialysis and mostly get Hemodialysis (HD), whereas the cost to Continous Ambulatory Peritoneal Dialysis (CAPD) cheaper than HD (Ministry of Health, 2016). Services of CAPD in Clinic for Kidney Disease X. Batam began since 2010, but the number of CAPD patients only 3% of the end stage renal disease patients there. The purpose of this study to analyze the Marketing Strategy of Continuous Ambulatory Peritoneal Dialysis Services at the Clinic for Kidney Disease X Batam Year 2016. The design of the study is an analytic descriptive with quantitative and qualitative approaches. Stages of analysis used Fred R. David strategies and followed by Segmenting, Targeting and Positioning, and then determine the mar­keting mix (Product, Promotion, Price, Place, People, Physical Evidence, Process, Customer Service). The Clinic has set tariffs adjusted rates INA-CBG’s package but has not calculated the cost of the unit. A Marketing strategy that good and proper with the analysis of the situation are: Market Penetration and Product Development. Product marketing services in Clinic for Kidney Disease X Batam can be advertised through various media such as radio talk shows, Local Batam station of television talk shows and leaflets; distribute leaflets in the service room of Medicine; sales promotion, and training for doctors in health primary care. In addition, promotion of CAPD can use online or social media. In order to avoid asimetric information, the doctors have responsible for giving a comprehensive education on CAPD therapy.