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Abstrak/Catatan
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Persaingan di semua sektor usaha dewasa ini semakin semarak. Demikian pula untuk industri jasa kesehatan, apakah itu rumah sakit, puskesmas maupun para praktisi privat, agar bisa hidup dan berkembang diperlukan pengetahuan dan keterampilan pemasaran. Usaha ini dapat dilakukan melalui pelayanan kesehatan yang berorientasi pada pemenuhan kepuasan jangka panjang dan loyalitas pelanggan. Statistik menunjukkan bahwa biaya untuk mendapatkan pelanggan adalah 6-7 lebih mahal daripada mempertahankan pelanggan yang ada (Harvard Business Review). Pergeseran paradigma pelayanan rumah sakit yang semula hanya konsentrasi pada paradigma pelayanan sosial, karismatik (charity), sekarang sudah mulai berubah ke paradigma pelayanan yang bersifat ekonomis dan bisnis. Menurut perkembangannya konsep pemasaran dimulai dari 1) orientasi produksi (produsen menghasilkan produk menurut perspektifnya); 2) orientasi produk yang dihasilkan harus terjual atau orientasi penjualan; 3) orientasi pemenuhan kebutuhan pasar (orientasi pemasaran). Konsep perkembangan ini ditentukan oleh intensitas dan keterlibatan empat komponen pemasaran yaitu: Company (C1), Customer (C2), Competitor (C3), dan Change / Technology (C4). Konsep pemasaran muncul bila sudah mulai tampak adanya persaingan atau sudah ada C3; 4) orientasi memberikan pelayanan yang dapat menimbulkan pengalaman positif bagi pelanggan, hubungan positif, sehingga pelanggan menjadi loyal. Konsep loyalitas terus berkembang. Indikator pelanggan loyal antara lain kemampuan pelanggan purna beli mau melakukan persuasi orang lain untuk menggunakan pelayanan seperti yang dilakukan (acquition), membeli produk/jasa yang lain (cross selling), membeli produk / jasa jumlah besar (up-selling), membeli ulang produk / jasa yang sama (retention), dan merujuk, merekomendasikan orang lain (advocate). Salah satu tantangan industri jasa sekarang, adalah bagaimana mengubah diri saat ini sebagai “product driven industry” menjadi “customer driven industry” di masa mendatang. Competition in all business sectors today is increasingly lively. Likewise for the health service industry, whether it's hospitals, health centers or private practitioners, in order to survive and develop marketing knowledge and skills are needed. This effort can be done through health services that are oriented towards fulfilling long-term satisfaction and customer loyalty. Statistics show that acquiring a customer is 6-7 times more expensive than retaining an existing customer (Harvard Business Review). The shift in the paradigm of hospital services which was originally only concentrated on the social, charismatic (charity) service paradigm, is now starting to change to a service paradigm that is economic and business in nature. According to its development, the marketing concept starts from 1) production orientation (producers produce products according to their perspective); 2) product orientation must be sold or sales orientation; 3) orientation to meet market needs (marketing orientation). The concept of this development is determined by the intensity and involvement of four marketing components, namely: Company (C1), Customer (C2), Competitor (C3), and Change/Technology (C4). The marketing concept appears when there is already visible competition or there is already a C3; 4) orientation of providing services that can lead to a positive experience for customers, positive relationships, so that customers become loyal. The concept of loyalty continues to evolve. Indicators of loyal customers include the ability of after-purchase customers to persuade others to use the service as was done (acquisition), buy other products/services (cross-selling), buy products/services in large quantities (up-selling), repurchase products the same services (retention), and refer, recommend others (advocate). One of the challenges for the service industry today is how to transform itself as a "product driven industry" into a "customer driven industry" in the future.
Bibliografi : halaman 469-472.
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