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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
RS Sumber Waras merupakan rumah sakit swasta yang melayani pelayanan rawat jalan,dan rawat inap. Dari laporan tahunan RS Sumber Waras , menunjukkan jumlah kunjungan poliklinik rata-rata per hari hanya 51 pasien/hari untuk seluruh poliklinik.hal ini sangatlah sedikit dan perlu ditingkatkan jumlah kunjungan terutama poliklinik bedah, kebidanan dan kandungan, anak, penyakit dalam. Hal utama nya adalah belum adanya bauran pemasaran yang jelas di RS Sumber Waras Tujuan penelitian ini mengetahui bagaimana harapan dan pengalaman pelanggan terhadap bauran pemasaran jasa poliklinik RS Sumber Waras. Penelitian ini merupakan penelitian kuantitatif dengan rancangan cross sectional, dilaksanakan bulan april-mei 2011. Responden berjumlah 129 orang. Pengumpulan data dilakukan dengan pengisian kuesioner, dilakukan pengolahan analisa univariat dan importance and performance analysis. Hasil penelitian menunjukkan adanya ketidakpuasan pada semua unsur bauran pemasaran yang ada. Pada Importance and performance analysis, gap terbesar juga terdapat pada unsur bauran pemasaran process . Beberapa aspek ada yang menjadi prioritas untuk ditingkatkan guna meningkatkan utilitas unit rawat jalan. Beberapa hal yang penting yang perlu di lakukan RS Sumber Waras adalah untuk meningkatkan kinerja petugas pemberi pelayanan di unit rawat jalan dan dilakukan pelatihan service excellent kepada petugas, mengevaluasi kembali prosedur pelayanan, melakukan program antar jemput pasien ,komitmen dokter terhadap jadual. Kata Kunci : Bauran pemasaran, harapan pelanggan, pengalaman pelanggan
Sumber Waras hospital is private hospital with services in outpatient and inpatient. From data base Sumber Waras hospital, show on visiting outpatient is 51 patient per days in total outpatient per days. That why , outpatient concern to increase visiting patient at policlinic surgery, internist, pediatric and obstetric ginecology. Important thing, that why marketing mix outpatient more important The aim of the study is to look How the customer expectation and experience based on marketing mix of outpatient health services at Sumber Waras hospital. The Study is qualitative approach with a cross sectional design from april to mey 2011. Total respondents are 129. The data collecting with questioner, and analyzed by a univariate, and also an Importance and performance analysis . The study found from all marketing mix, patient are not satisfied. At Importance and performance analysis found big gap at marketing mix process aspect. Some aspect must to be priority to increase visited and utility outpatient unit. Suggestion on things that should be considered by Sumber Waras hospital are increase the performance of any personnel that giving services at unit of outpatient, and must be involved workshop service excellent, to evaluate the procedure of services at the outpatient unit, making program free delivery ambulance to any customer, increase commitment doctor Keyword : Marketing mix, customer expectation, customer experience