Gambaran Strategi Pemasaran Layanan Unggulan di Rumah Sakit Panti Rapih Yogyakarta

Abstract

Objectives: This study aims to analyze the marketing strategy of excellent services at Panti Rapih Hospital, Yogyakarta. It focuses on understanding how the hospital implements superior service marketing to enhance its competitiveness in the healthcare industry.
Methods: A descriptive approach was used to examine the hospital’s marketing strategy and the prioritization of flagship services. The study analyzed key factors such as patient needs, health market trends, internal resources, and service identification. Additionally, the assessment was conducted using the 5Ms framework (man, machine, money, method, and material) to evaluate the hospital’s capabilities in delivering excellent services.
Results: The findings indicate that Panti Rapih Hospital has implemented a structured marketing strategy to determine and prioritize its flagship services. The prioritization process involves multiple stages, including analyzing patient needs and market trends, evaluating internal resources, identifying key services, and developing targeted marketing strategies. The hospital's ability to provide high-quality services is supported by well-trained human resources, modern medical technology, and strategic planning.
Conclusions: Panti Rapih Hospital’s marketing strategy, supported by skilled personnel, advanced medical technology, and strategic planning, enhances its competitiveness in the healthcare industry. By continuously assessing patient needs and market trends, the hospital can sustain its position as a leading healthcare provider. Further improvements in marketing and service prioritization will help strengthen its market presence amid increasing competition.