Marketing Strategy to Improve Patients’ Visitation to Mayapada Hospital Tangerang during Covid-19 Pandemic Using SWOT Analysis

DOI

10.2991/ahsr.k.201125.052How to use a DOI?

Keywords

SWOT analysis, marketing strategy, aggressive

Abstract

The Covid pandemic made the global economy unpredictable, including the health sector, especially health services in Indonesia. In this covid era, patient visit has decreasing. All healthcare services has been decreasing, the American Hospital Association reported that in May 2020 there was a decreasing in outpatients by 34% and hospitalizations by 19%. It is estimated that in May 2020 outpatient and inpatient care will experience a decline of 40-60% which causes hospital finances to be disrupted and income is reduced, in the presence of this problem the management of hospital must find a marketing solutions. The SWOT strategy approach in analyzing situations will determine marketing strategies in increasing patient visits in the Covid era. This research is a qualitative and quantitative research based on SWOT analysis and IE matrix with descriptive analysis method during the Covid era (February-August 2020). The results showed that based on the analysis of the IE matrix position, it can be seen that the weighted value of the internal environment is 3.5 and the weighted value of the external environment is 3.7 With this weighted value, it is in the position of cell 1, which means that the hospital is in a position to grow and develop and strategies that can be applied are market penetration strategies, market development and product development. Thus, it is recommended to use a marketing strategy that can be applied in the form of an aggressive strategy, namely developing existing strengths and increasing and maintaining existing opportunities.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - S Willia Gontina
AU  - Wahyu Sulistiadi
PY  - 2020
DA  - 2020/11/25
TI  - Marketing Strategy to Improve Patients’ Visitation to Mayapada Hospital Tangerang during Covid-19 Pandemic Using SWOT Analysis
BT  - Proceedings of the International Conference of Health Development. Covid-19 and the Role of Healthcare Workers in the Industrial Era (ICHD 2020)
PB  - Atlantis Press
SP  - 299
EP  - 303
SN  - 2468-5739
UR  - https://doi.org/10.2991/ahsr.k.201125.052
DO  - 10.2991/ahsr.k.201125.052
ID  - WilliaGontina2020
ER  -