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Analysis Segmentation, Targeting, and Positioning as a Marketing Strategy at Mother and Child Hospital of Bunda Aisyah

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Nadia Hanarita Rahayu

    (Universitas Pendidikan Indonesia, Faculty of Economic and Business Education)

  • Tjutju Yuniarsih

    (Universitas Pendidikan Indonesia, Faculty of Economic and Business Education)

  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia, Faculty of Economic and Business Education)

  • Puspo Dewi Dirgantari

    (Universitas Pendidikan Indonesia, Faculty of Economic and Business Education)

Abstract

This study describes segmentation, targeting, and positioning as a marketing strategy. In order to fulfill the availability of hospitals, increase access to health services and face high competition in hospitals located in the city of Tasikmalaya, a marketing strategy is needed that can support the vision and mission of the hospital and with the aspiration to become the “first hospital” in the East Priangan Region which has the MUI Halal Certificate in 2022”. The research is based on descriptive research with a qualitative approach. Data collection methods used are interviews, observations, and documents. The research subjects and informants are the manager and customers of the Mother and Child Hospital of Bunda Aisyah. The results of this study indicate that segmentation, targeting, and positioning as a marketing strategy at the Mother and Child Hospital of Bunda Aisyah are quite good. This can be seen from the patient’s response, the increase in the number of patients every year, and the development of existing facilities and infrastructure.

Suggested Citation

  • Nadia Hanarita Rahayu & Tjutju Yuniarsih & Vanessa Gaffar & Puspo Dewi Dirgantari, 2024. "Analysis Segmentation, Targeting, and Positioning as a Marketing Strategy at Mother and Child Hospital of Bunda Aisyah," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 1893-1898, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_199
    DOI: 10.2991/978-94-6463-234-7_199
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