Abstrak:

Cipto Mangunkusumo Eye Center (CMEC)  merupakan suatu wadah pelayanan kesehatan mata terpadu yang merupakan pengembangan dari pelayanan kesehatan mata di Rumah Sakit Dr. Cipto Mangunkusumo. Status rumah sakit sebagai badan layanan umum memberikan keleluasaan bagi rumah sakit untuk menerapkan praktek-praktek bisnis yang sehat untuk meningkatkan pelayanan kepada masyarakat. Dilihat dari besarnya pasar pelayanan untuk kelas menengah ke atas dan belum tercapainya target pelayanan pada segmen tersebut di Departemen Mata RSCM maka dibutuhkan upaya pengembangan sarana, prasarana, sumber daya dan strategi pemasaran. Tesis ini merupakan penelitian di bidang manajemen pemasaran rumah sakit, yang bertujuan untuk melakukan analisis segmen, target, posisi pasar dan bauran pemasaran pada pengembangan Cipto Mangunkusumo Eye Center. Penelitian ini merupakan penelitian deskriptif dengan metodologi penelitian kualitatif yang didukung data kuantitatif untuk  proses segmentasi pasar. Dengan metode ini diharapkan dapat mendukung tercapainya tujuan penelitian yaitu merumuskan bauran pemasaran yang tepat untuk pelayanan di Cipto Mangunkusumo Eye Center. Berdasarkan hasil penelitian maka ditetapkan segmen utama untuk pelayanan di Cipto Mangunkusumo Eye Center yaitu masyarakat di wilayah Jakarta dan sekitarnya, kelompok pelanggan dengan usia diatas 41 tahun, bekerja sebagai karyawan swasta / pemerintah dan berpenghasilan 3 – 5 juta rupiah per bulan serta mendapatkan jaminan kesehatan dari tempat kerja dalam bentuk asuransi kesehatan. Adapun pola pasar sasaran yang dipilih yaitu selective specialization dan positioning yang diambil ialah sebagai market challanger. Kata Kunci : Segmentasi, Targeting, Positioning

---

 

Cipto Mangunkusumo Eye Center (CMEC) is an integrated eye health service which is the development of eye health services at the Dr. Cipto Mangunkusumo Hospital. Status of RSCM as a public service agency provides flexibility for hospitals to implement sound business practices to improve the service. The potential size of the upper middle class and under achievement of service targets in that segment force Department of Ophthalmology RSCM to development facilities, infrastructure, resources and marketing strategies. This thesis is a study of hospital marketing management, which aims to perform the analysis of segment, target, market positioning and marketing mix in the development of Cipto Mangunkusumo Eye Center. This study is a descriptive study with qualitative research methodology that supported the quantitative data for market segmentation process. With this method is expected to support the achievement of research goals is to formulate the appropriate marketing mix for services in Cipto Mangunkusumo Eye Center. Based on the results of studies have established the main targets for the service at Cipto Mangunkusumo Eye Center is the community in Jakarta and surrounding areas, customer groups with age above 41 years, working as employees of private / government and earn 3-5 million dollars per month and get health insurance from their workplace. The pattern of the selected target market is selective specialization and positioning which is taken as Market Challanger. Keywords : Segmentation,Targeting, Positioning

Abstrak: Tesis ini membahas Perencanaan pembangunan Pelayanan Geriatri di Mayapada Hospital Jakarta Selatan. Menganalisa faktor faktor Kelemahan, kekuatan, peluang dan ancaman ,sebagai positioning untuk berdirinya pelayanan geriatri.Setelah itu menyusun Strategi dan pemetaan strategi, sampai pada perumusan KPI unit agar pelayanan Geriatri dapat terlaksana

Abstrak: A significant methodological challenge in implementing community-based cluster-randomized trials is how to accurately categorize cluster residency when data are collected at a site distant from households. This study set out to validate a map book system for use in urban slums with no municipal address systems, where classification has been shown to be inaccurate when address descriptions were used. Between April and July 2011, 28 noncontiguous clusters were demarcated in Blantyre, Malawi. In December 2011, antiretroviral therapy initiators were asked to identify themselves as cluster residents (yes/no and which cluster) by using map books. A random sample of antiretroviral therapy initiators was used to validate map book categorization against Global Positioning System coordinates taken from participants' households. Of the 202 antiretroviral therapy initiators, 48 (23.8%) were categorized with the map book system as in-cluster residents and 147 (72.8%) as out-of-cluster residents, and 7 (3.4%) were unsure. Agreement between map books and the Global Positioning System was 100% in the 20 adults selected for validation and was 95.0% (κ = 0.96, 95% confidence interval: 0.84, 1.00) in an additional 20 in-cluster residents (overall κ = 0.97, 95% confidence interval: 0.90, 1.00). With map books, cluster residents were classified rapidly and accurately. If validated elsewhere, this approach could be of widespread value in that it would enable accurate categorization without home visits.