Marketing Communication Planning in Pandemi Era

Case Study Of Sukmul Sisma Medika Tanjung Priok

DOI

10.2991/assehr.k.201209.154How to use a DOI?

Keywords

Symbolic Interaction, Marketing Communication, Case Study, Qualitative

Abstract

Marketing communication planning in service marketing activities implemented as a sales solution and promoting a product to the public in various effective and interactive ways in which the contents in service products can be felt by all target audience. Hospital Sukmul Sisma Medika is a health service company that uses the concept of marketing communication planning to meet the needs of patients or clients. Hospital Sukmul Sisma Medika has concepts when planning marketing communication. The role of symbolic interaction has a major contribution in marketing communication planning in hospitals. Sukmul Sisma Medika. Pandemics like this have a big impact on hospitals. Sukmul Sisma Medika because this company is a private company that depends on patients and clients. This research uses a qualitative methodology with strategies and case studies. Data collection was carried out by in-depth interviews with the RS team. Sukmul Sisma Medika. The conclusion of this research is having 7 stages of marketing communication planning namely, Advertising, Sales Promotion, Events and Experience, Public Relations and Publicity, Direct Sales, Interactive Marketing, Personal Sales and 5 marketing communication plans namely, Business Goals, Strategy, Tactical, Monitoring. At all stages there are symbolic interactions, such as organizational goals, to the company’s vision and mission.

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  - Abdillah Ilhaq
AU  - Muhammad Adi Pribadi
PY  - 2020
DA  - 2020/12/12
TI  - Marketing Communication Planning in Pandemi Era
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 974
EP  - 979
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.154
DO  - 10.2991/assehr.k.201209.154
ID  - Ilhaq2020
ER  -