Vallien, Maoureen Abika and , Dr. Dian Purworini, S.Sos., M.M (2024) Implementasi Integrated Marketing Communication (IMC) RSIS Yarsis Dalam Upaya Meningkatkan Kunjungan Pasien. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Superior and effective hospital marketing strategy, as a step in increasing patient visits after experiencing a crisis. Integrated Marketing Communication (IMC) is a strategy by RSIS Yarsis to achieve goals of introducing the hospital to the wider community and providing information about the facilities and excellence of health services provided to patients and employees throughout all channel. This research reveals facts regarding the implementation of IMC at RSIS Yarsis by considering the characteristics of internal and external informants. Method used is descriptive qualitative, combining in-depth interviews, observation and thematic analysis. The results show that IMC the right concept in conveying RSIS Yarsis marketing communication messages in increasing patient visits. Implementation of IMC developed by this hospital has received positive attention from consumers. As a marketing strategy, hospital has fostered brand loyalty to public in an effort to restore their trust in RSIS Yarsis. RSIS Yarsis in implementing IMC cannot be separated from 3 main concepts which include segmenting, targeting, positioning. So that RSIS Yarsis succeeded in implementing the 6 elements of IMC effectively. Provides insight for hospital management to optimize marketing strategies to achieve better and superior health.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | integrated marketing communication, hospital marketing, communication media, perception |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Media Massa H Social Sciences > HE Communications > Public Relations H Social Sciences > HE Communications > Social Media |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | MAOUREEN ABIKA VALLIEN |
| Date Deposited: | 13 Sep 2024 01:45 |
| Last Modified: | 13 Sep 2024 01:45 |
| URI: | http://eprints.ums.ac.id/id/eprint/128158 |
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