| Summary: | Background: Hospital as a business entity need a reliable management. Marketing is one of the main part of the iterative hospital. Marketing strategy requires a thorough understanding of the needs and desires of prospective users of the hospital (community). If the hospital is able to provide what the patient expected the hospital would be an option for those customers. To understand what influences patients to choose hospitals a marketing manager should identify the factors that influence patients to choose hospitals. Ganesha's Hospital as a hospital that has been operational for six years has not shown good marketing performance. This attracted the attention of researchers to identify what factors are affecting prospective hospital patients to choose a private hospital. The factors are the hospital's reputation, experience and personal or family recommendation, referral from a physician, promotion, public convenience and friendliness, accessibility/location, rates, availability of specialists, completeness and sophistication of the facility. This study uses conjoin analysis using SPSS 16.
Objective : This study has the objective to analyze the factors associated with the patient's decision to choose private hospitals and what factors are most associated with the decision of choosing a hospital.
Method: This study is a quantitative study using a descriptive cross sectional design using conjoin analysis.
Results: This study found that the most important reason for patient in the selection of hospitals is the availability of specialist doctors. The second factor is the quality of hospital services. The next factor that is important is the quality of hospital reputation. The next three factors that have a lower interest rate is the accesability, friendly staff and comfortable of hospital area.
|
|---|