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This research objective is to find out customers segmentation of Siaga Raya Orthopedic Polyclinic Hospital based on Geography, Demography, Psychographic and buying situation. This is a quantitative descriptive research that uses primary collective data derived from out-patient customers and secondary data derived from medical record. The research shows that variable segmentations which have useful correlation with customers visit to Siaga Raya Orthopedic Polyclinic Hospital are as follows: out-patient customer of Siaga Raya Orthopedic Polyclinic Hospital are mainly from DKI Jakarta residence and the vicinity, the distance of whom are more than 10 km – 1-2 hours drive; female; more than 45 of age; 3-5 million range of income; private employees; education at least SMU graduates or equal. Psychologically, the customers who visited Siaga Raya Orthopedic Polyclinic Hospital are combination of attention’s seekers. Customers’ perception is visiting Siaga Raya Orthopedic Polyclinic Hospital is due to the good news they get about the service given by the orthopedists. Siaga Raya Hospital has complete supporting orthopedics’ facilities and well-know orthopedists. The other customers’ considerations are easily accessible location and the quality of orthopedic surgeons. In terms of getting the information, the customers get it from families, relatives and their institutions. Key Word: Marketing, Segmentation
Hasil penelitian memperlihatkan faktor eksternal rumah sakit yang mempunyai hubungan yang bermakna terhadap kunjungan ulang adalah pendidikan, pengeluaran, penanggung jawab pembayaran, lama waktu tempuh, dan persepsi terhadap tarif dengan kunjungan ulang. Faktor internal rumah sakit yang mempunyai hubungan bermakna dengan kunjungan ulang adalah sarana fisik, pelayanan rumah sakit, dan pelayanan dokter. Terdapat 5 variabel yang paling berhubungan dengan kunjungan ulang di poliklinik ibu dan poliklinik anak RSIA Hermina Depok tahun 2005 yaitu pengeluaran, penanggung jawab pembayaran, lama waktu tempuh, persepsi tarif dan pelayanan dokter (p<0,05). Variabel pengeluaran yang dapat diartikan sebagai kemampuan membayar merupakan variabel yang mempunyai hubungan yang kuat dan dominan dengan kunjungan ulang (p= 0,001).
Penelitian ini menyimpulkan bahwa semakin besar pengeluaran sebagai gambaran kemampuan membayar, semakin banyaknya penangung jawab pembayaran menggunakan pihak ketiga, semakin dekat waktu tempuh, semakin membaiknya presepsi terhadap tarif dan pelayanan dokter maka responden cenderung akan berkunjung ulang di Poliklinik Ibu dan Poliklinik Anak di RSIA Hemina Depok
Untuk itu penelitian ini menyarankan pihak RSIA Hermina Depok dapat semakin meningkatkan pelayanan dokter dengan mempertahankan dan meningkatkan mutu pelayanan. RSIA Hermina Depok dapat menjaga agar harga sesuai dengan nilai pelanggan memandang rumah sakit yang dapat dipertimbangkan dari besarnya pengeluaran responden. Lebih lanjut, penelitian ini perlu lebih diperdalam dengan melakukan penelitian lanjutan mengenai kepuasan pasien rawat jalan untuk mengetahui perubahan tingkat kepuasan pasien rawat jalan.
Kata Kunci : Kunjungan Ulang Rawat Jalan
This study is a cross-sectional study was conducted in clinics of mother and clinics of children in Hermina Hospital Depok. The aim of study is to find out the main factors affected on visit repeat. Sampling method use purposive sampling. Data collection used interview by questionnaire with 145 respondents. Analysis of data used Chi-square test and logistic regression.
This analysis shows the external factors have significant correlation with visit repeat. Those factors are education, earning, payment responsibility, time duration to hospital, and perception of price (p<0,05). Internal factors of the hospital have significant correlation with visit repeat. Facilities of the hospital, services of hospital and services of medical doctors were the internal factors. Earning Variable is describing ability to pay have strong and dominant correlation with visit repeat in clinics of mothers and clinics of children in Hermina Hospital Depok (p= 0,001).
The conclusion of study is increasing of the respondent earning, the method of responsibility of payment, duration time to hospital, perception of price health services and services of medical doctors will increase visited repeat patients in mothers policlinic and children policlinic in Hermina hospital Depok.
Recommendation of the study is to increase medical doctors services with improvement of quality health services. Hermina hospital kept the price of health services in order to value of the consumer which considering from respondent earning. In the future, study in satisfaction of outpatients is needed.
Key Word : Out Patient Visit Repeat
Penelitian ini dilatarbelakangi oleh kondisi perekonomian yang sulit saat ini dimana laju infasi mencapai 8,7% yang mengakibatkan meningkatnya jumlah pengangguran dan menurunnya daya beli masyarakat. Disisi lain pertambahan jumlah penduduk dan pertumbuhan rumah sakit di Indonesia berdasarkan Profil Indonesia Sehat tahun 2003 semakin meningkat, berdasarkan hal ini dapat dikatakan bahwa peluang dan persaingan bisnis perumahsakitan juga akan semakin meningkat. Untuk mendapatkan pelayanan kesehatan dibutuhkan biaya yang tidak sedikit, terlebih pada layanan rawat inap. Sehingga pembiayaan kesehatan menjadi suatu pertimbangan bagi masyarakat dalam pemanfaatan suatu layanan kesehatan. Berdasarkan Gani,2005 sumber pembiayaan kesehatan masih didominasi oleh out of pocket, perusahaan dan asuransi. Maka startegi pemasaran yang dapat diupayakan pada kondisi ini yaitu ditujukan kepada segmen pasar dengan pembiayaan kesehatan yang ditanggung oleh perusahaan atau asuransi. Rumah Sakit Tebet adalah rumah sakit swasta, tipe C} yang terletak dibilangan Jakarta Selatan, jika ditinjau dari segi pemanfaatan layanan rawat inap oleh pengguna jasa rumah sakit yang ditanggung perusahaan pelanggannya berkisar antara 37%-46% dari total pendapatan rawat inap, pencapaian ini masih dibawah harapan pihak manajemen yang sebesar 50%. Sehingga diperlukan suatu telaahan yang lebih lanjut untuk memperoleh gambaran tentang persepsinya pemanfaatan layanan rawat inap yang dikaitkan dengan karakteristik pengguna jasa rumah sakit yang ditanggung oleh perusahaan pelanggannya. Hasil analisis ini diharapkan dapat menjadi masukkan bagi Rumah Sakit Tebet dalam upaya meningkatkan pemanfaatan layanan rawat inapnya. Penelitian ini bertujuan untuk mengetahui keterkaitan dan analisis faktor yang memberikan probabilitas tertinggi antara karakteristik pengguna jasa rumah sakit yang ditanggung oleh perusahaan pelanggan meliputi faktor predisposisi, enabling, need terhadap persepsinya dalam pemanfaatan layanan rawat inap di Rumah Sakit Tebet pada tahun 2006. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan cross sectional. Pada hasil penelitian didapatkan 4 variabel yang memiliki keterkaitan antara karakteristik pengguna jasa rumah sakit yang ditanggung oieh perusahaan pelanggan terhadap persepsinya dalam pemanfaatan layanan rawat inap yaitu variabel status pekerjaan, lama kerja (faktor predisposisi) dan variabel penjamin kesehatan, pemberi keputusan (faktor enabling). Variabel yang mempunyai probabilitas tertinggi terhadap persepsi pemanfaatan layanan rawat inap adalah penjamin kesehatan, setelah dikontrol oleh variabel pemberi keputusan, status pekerjaan dan adanya interaksi dengan variabel lama kerja. Dari penelitian tersebut dapat disimpulkan bahwa variabel status pekerjaan, lama kerja (faktor predisposisi) dan variabel penjamin kesehatan, pemberi keputusan (faktor enabling) adalah karakteristik pengguna jasa rumah sakit yang mempunyai hubungan terhadap tingginya persepsi pemanfaatan layanan rawat inap. Variabel Penjamin Kesehatan adalah karakteristik pengguna jasa rumah sakit yang ditanggung oieh perusahaan pelanggan yang mempunyai probabilitas tertinggi terhadap persepsi pemanfaatan layanan rawat inap, setelah mendapat pengaruh dart variabel Iainnya (pemberi keputusan, status pekerjaan dan lama kerja). Upaya peningkatan pemanfaatan layanan rawat inap yang dapat disarankan berdasarkan penelitian ini adalah memberikan layanan yang baik dan kenyamanan kepada para pengguna jasa rumah sakit beserta keluarganya, melakukan penetrasi pasar melalui pendekatan serta meningkatkan program promosi yang ditujukan kepada perusahaan-perusahaan yang bernaung dibawah asuransi, para pensiunan yang dijamin oleh perusahaan serta para pejabat perusahaan dan memperluas pasar dengan cara menambah jaringan kerjasama sebagai provider kesehatan asuransi. Dan saran bagi peneliti lain apabila akan melakukan penelitian yang sama, ada baiknya variabel pen beri keputusan, status pekerjaan dan lama kerja dipertimbangkan sebagai variable confounding.
This research is based on present difficult economic condition, signified by inflation growth of 8.7% that causing an increase of the unemployment level and a decline of people's purchasing power. On the contrary, the growth of population and also the number of hospital in Indonesia are increasing (based on "Profit Indonesia Se/tat Ia/mn 2003"). According to this fact, it could be said that the business opportunity and also the competition between hospitals are increasing. To obtain health services, people need to pay relatively high amount of money, especially for hospitalization services. Therefore health services costs become primary consideration for people in order to utilize such services. Based on Gani (2005), the payment sources for health service are still dominated by "out of pocket" from respective customer's companies and insurances. Thus, proper marketing strategy in this condition should be targeted to certain market segment, that is people in which cost are paid by their respective companies or insurances. Tebet hospital is a private hospital type "C" which is located in South Jakarta. Viewed from the utilization of hospitalization services, the ratios of hospital service user, in which costs are paid by their respective companies, reached between 37-46% from hospitalization total revenue. This accomplishment, however, is still below management expectation which hope that the number should have reached 50%. Therefore, it needs a comprehensive study to get the overall picture on the characteristic of hospital service user (in which costs are paid by the respective customer's companies). The result of this analysis is expected to provide valuable inputs for Tebet hospital in order to improve the hospitalization service utilization. This research aims to identify correlation and analysis on the factors that give highest probability between the characteristic of hospital service user (in which costs are paid by the respective customer's companies) and perception the utilization of hospitalization services in Tebet Hospital in 2006. These factors include predisposition, enabling, and needs. This research use quantitative method using cross sectional approach. From the result of the research, there are 4 variables that have correlation between the characteristic of hospital service user (in which costs are paid by the respective customer's companies) and perception the utilization of hospitalization services. These variables are: employment status, length of work (predisposition factor), and health insurer, decision maker (enabling factor). Variable with the highest probability to perception the utilization of hospitalization service is found in health insurer, after controlled by decision maker variable, length of work, as well as the interaction with length of work variable. From the research, it could be concluded that the factor of employment status, Iength of work (predisposition factor), and health insurer, decision maker (enabling factor) are characteristic of hospital service user influencing the level of perception the utilization of hospitalization services. While health insurer variable is hospital service user insured by customer's companies that have the highest probability to perception the utilization of hospitalization service, after influenced by other variables (decision maker, employment status, and length of work). Based on this research, we suggest to improve hospitalization service utilization by broadening the market by adding cooperation network as provider for insurance health, performing market penetration through approach and by intensifying promotional programs aim for companies under insurance program, retiree with health benefit paid by the companies, and companies' management, and also by providing decent services and comfort to hospital services user and their families. We also suggest that further research should also consider decision maker, length of work, and employment status variable as variable confounding.