Abstrak: ABSTRAK
Jenis penelitian ini merupakan studi cross sectional dengan pendekatan kuantitatif menggunakan kuesioner dan kualitatif dengan wawancara mendalam kepada direktur rumah sakit, kepala bidang keperawatan, dokter kandungan, dokter penyakit dalam, dokter anak dan responden yang bersangkutan. Sampel pada penelitian adalah pasien rawat jalan di RS Yadika Pondok Bambu, baik dewasa maupun anak (diwakilkan orang tuanya) yang berjumlah 96 orang. Penelitian ini dilakukan dengan menanyakan responden mengenai kesediaannya untuk mau memanfaatkan pelayanan rawat inap di RS Yadika Pondok Bambu atau tidak.ABSTRACT
This type of research is a cross-sectional study with a quantitative using quesionare and qualitative approach with in-depth interviews to the hospital director, chief nursing, gynecologist, internist, pediatrician and other respondents. The sample in this study were outpatients at hospital Yadika Pondok Bambu, both adults and children (represented by their parents) who totaled 96 people. The study was conducted by asking respondents about their willingness of inpatient care utilization in hospital Yadika Pondok Bambu. 
The results showed that there was no significant relationship between external factors and the inpatient care utilization at Yadika Hospital Pondok Bambu. On the contrary, there is a significant relationship between internal factors with the inpatient care utilization in Yadika Hospital Pondok Bambu, which includes the performance of human resources (doctors, nurses and non-medical workforce), hospitals comfort, non-medical facilities, cost, and service processes that involved in the inpatient care utilization at Yadika Hospital Pondok Bambu. Based on these results, the hospital is expected to further improve the quality of services and the existing infrastructure/facilities. Moreover, it should also apply proper strategic planning to improve the hospital market, so the utilization of inpatient care in Yadika Hospital Pondok Bambu hospital will be maximal.

Abstrak: ABSTRAK
Penelitian ini dilakukan untuk mengidentifikasi faktor internal daneksternal, posisi serta rancangan strategi dari layanan rawat inap RS YadikaPondok Bambu. Analisis yang digunakan adalah analisis SWOT, Matriks TOWSdan Matriks IE. Hasil dari analisis SWOT adalah diidentifikasinya kekuatan,kelemahan, peluang dan ancaman yang dimiliki oleh rumah sakit. Berdasarkanmatriks TOWS posisi layanan rawat inap RS Yadika Pondok Bambu saat iniberada pada internal fix it quadrant dengan rancangan strategi yang digunakanadalah strategi WO yaitu dengan cara meminimalkan kelemahan untukmemanfaatkan peluang. Dari matriks IE layanan rawat inap berada pada posisi selI yaitu grow and build dengan strategi yang dapat dilakukan adalah penetrasipasar, pengembangan produk dan pengembangan pasar. Setelah dilakukanpencocokan dari kedua matriks tersebut maka strategi yang tepat adalahpengembangan pasar dan pengembangan produk. Selain itu dari strategi inidibuatkan juga strategi untuk program bauran pemasaran yaitu berdasarkan 4P(produk, harga, tempat dan promosi).

---

ABSTRACT
This study is conducted in order to identify the internal and externalfactors, positioning and design marketing strategies for inpatient rooms of YadikaPondok Bambu Hospital. This study uses SWOT analysis, TOWS matrix, and IEmatrix. The SWOT analysis identified strength, weaknesses, opportunities andthreats of the hospital. Based on TOWS matrix, the position of inpatient room iscurrently at internal fix it quadrant that can use WO strategies by minimizing theweaknesses to take advantage of the opportunities. Based on IE matrix theposition is on grow and build cell that makes strategies that can be implementedare market penetration, product development and market development. After thematching of two matrices, the appropriate strategy is product development andmarket development. In addition to this strategy, another strategy was designedfor marketing mix program based on 4P (product, price, place, promotion).