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Submitted
December 14, 2021
Accepted
February 5, 2022
Published
November 30, 2022
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Abstract
Health marketing is interdisciplinary because it uses certain concepts, methods, and techniques for classical and social marketing. The specialty of health marketing is that there are services and markets but no money equivalent.
Healthcare marketing differs mainly by the nature of the demand for health services. The beneficiary may not be the target of a marketing campaign, and the physician decides what, where, when, and how much to provide for a particular service. To understand the impact of marketing strategies on healthcare quality, it is essential to understand today's medical consumers who prefer to seek medical information online. They also have many health services, healthcare providers, and reviews from patients who contact providers.
Keywords
strategi pemasaran
layanan kesehatan
opini
Article Details
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Purwowiyoto, S. L., Ananda Vilda, C., Indri Priyobodo, D., & Raisa Cicilia, I. (2022). Strategi Pemasaran pada Sistem Layanan Kesehatan. Sanus Medical Journal, 4(2), 43–45. https://doi.org/10.22236/sanus.v4i2.8062
References
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8. Jaksic-Stojanovic A, Jankovic M. Management and Marketing in Health Institutions. Stud Health Technol Inform. 2020; 274: 99-107.
9. Schofield CA, Ponzini GT, Becker SJ. Evaluating approaches to marketing cognitive behavioral therapy: does evidence matter to consumers? Cogn Behav Ther. 2020; 49(4): 257-269.
10. Aagaard L. Marketing of healthcare services in Denmark: the concept of misleading advertising. Int J Clin Pharm. 2020;42(6):1524-1527.
11. Butt I, Iqbal T, Zohaib S. Healthcare marketing: A review of the literature based on citation analysis. Health Mark Q. 2019;36(4):271-290.
12. Gusmano MK, Maschke KJ, Solomon MZ. Patient-Centered Care, Yes; Patients As Consumers, No. Health Aff (Millwood). 2019;38(3):368-373.
13. Foster MM, Earl PE, Haines TP, Mitchell GK. Unravelling the concept of consumer preference: implications for health policy and optimal planning in primary care. Health Policy. 2010;97(2-3):105-12.
14. Ameri C, Fiorini F. Elementi di marketing sanitario [Healthcare marketing elements]. G Ital Nefrol. 2014;31(2):gin/31.2.7. Italian.
15. Gupta A, Tyagi M, Sharma D. Use of social media marketing in healthcare. Journal of Health Management. 2013;15(2):293–302.
16. Leeflang PSH, Verhoef PC, Dahlström P, Freundt T. Challenges, and solutions for marketing in a digital era. European Management Journal. 2014; 32(1): 1-12.
17. Purcarea VL. The impact of marketing strategies in healthcare systems. J Med Life. 2019; 12(w): 93-6.
18. Kannan, P.; Li, H. Digital marketing: A framework, review and research agenda. Int. J. Res. Mark. 2017; 34: 22–45.
19. Chaffey, D.; Ellis-Chadwick, F. Digital Marketing; Pearson: Harlow, UK, 2016; pp. 11–12.
References
1. Capko J. Marketing on a budget. J Med Pract Manage. 2010; 26(2): 80-1.
2. Kasbo A. Deconstructing medical practice marketing. J Med Pract Manage. 2010; 26(3): 152-5.
3. Elrod JK, Fortenberry JL Jr. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. BMC Health Serv Res. 2018; 18(Suppl 3): 922.
4. Zweifel P. Competition in the healthcare sector: a missing dimension. Eur J Health Econ. 2017; 18(2): 135-138.
5. Swenson ER, Bastian ND, Nembhard HB. Healthcare market segmentation and data mining: A systematic review. Health Mark Q. 2018; 35(3): 186-208.
6. Frith L. The NHS and market forces in healthcare: the need for organisational ethics. J Med Ethics. 2013; 39(1): 17-21.
7. Schwartz LM, Woloshin S. Medical Marketing in the United States, 1997-2016. JAMA. 2019; 321(1): 80-96.
8. Jaksic-Stojanovic A, Jankovic M. Management and Marketing in Health Institutions. Stud Health Technol Inform. 2020; 274: 99-107.
9. Schofield CA, Ponzini GT, Becker SJ. Evaluating approaches to marketing cognitive behavioral therapy: does evidence matter to consumers? Cogn Behav Ther. 2020; 49(4): 257-269.
10. Aagaard L. Marketing of healthcare services in Denmark: the concept of misleading advertising. Int J Clin Pharm. 2020;42(6):1524-1527.
11. Butt I, Iqbal T, Zohaib S. Healthcare marketing: A review of the literature based on citation analysis. Health Mark Q. 2019;36(4):271-290.
12. Gusmano MK, Maschke KJ, Solomon MZ. Patient-Centered Care, Yes; Patients As Consumers, No. Health Aff (Millwood). 2019;38(3):368-373.
13. Foster MM, Earl PE, Haines TP, Mitchell GK. Unravelling the concept of consumer preference: implications for health policy and optimal planning in primary care. Health Policy. 2010;97(2-3):105-12.
14. Ameri C, Fiorini F. Elementi di marketing sanitario [Healthcare marketing elements]. G Ital Nefrol. 2014;31(2):gin/31.2.7. Italian.
15. Gupta A, Tyagi M, Sharma D. Use of social media marketing in healthcare. Journal of Health Management. 2013;15(2):293–302.
16. Leeflang PSH, Verhoef PC, Dahlström P, Freundt T. Challenges, and solutions for marketing in a digital era. European Management Journal. 2014; 32(1): 1-12.
17. Purcarea VL. The impact of marketing strategies in healthcare systems. J Med Life. 2019; 12(w): 93-6.
18. Kannan, P.; Li, H. Digital marketing: A framework, review and research agenda. Int. J. Res. Mark. 2017; 34: 22–45.
19. Chaffey, D.; Ellis-Chadwick, F. Digital Marketing; Pearson: Harlow, UK, 2016; pp. 11–12.
2. Kasbo A. Deconstructing medical practice marketing. J Med Pract Manage. 2010; 26(3): 152-5.
3. Elrod JK, Fortenberry JL Jr. Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider. BMC Health Serv Res. 2018; 18(Suppl 3): 922.
4. Zweifel P. Competition in the healthcare sector: a missing dimension. Eur J Health Econ. 2017; 18(2): 135-138.
5. Swenson ER, Bastian ND, Nembhard HB. Healthcare market segmentation and data mining: A systematic review. Health Mark Q. 2018; 35(3): 186-208.
6. Frith L. The NHS and market forces in healthcare: the need for organisational ethics. J Med Ethics. 2013; 39(1): 17-21.
7. Schwartz LM, Woloshin S. Medical Marketing in the United States, 1997-2016. JAMA. 2019; 321(1): 80-96.
8. Jaksic-Stojanovic A, Jankovic M. Management and Marketing in Health Institutions. Stud Health Technol Inform. 2020; 274: 99-107.
9. Schofield CA, Ponzini GT, Becker SJ. Evaluating approaches to marketing cognitive behavioral therapy: does evidence matter to consumers? Cogn Behav Ther. 2020; 49(4): 257-269.
10. Aagaard L. Marketing of healthcare services in Denmark: the concept of misleading advertising. Int J Clin Pharm. 2020;42(6):1524-1527.
11. Butt I, Iqbal T, Zohaib S. Healthcare marketing: A review of the literature based on citation analysis. Health Mark Q. 2019;36(4):271-290.
12. Gusmano MK, Maschke KJ, Solomon MZ. Patient-Centered Care, Yes; Patients As Consumers, No. Health Aff (Millwood). 2019;38(3):368-373.
13. Foster MM, Earl PE, Haines TP, Mitchell GK. Unravelling the concept of consumer preference: implications for health policy and optimal planning in primary care. Health Policy. 2010;97(2-3):105-12.
14. Ameri C, Fiorini F. Elementi di marketing sanitario [Healthcare marketing elements]. G Ital Nefrol. 2014;31(2):gin/31.2.7. Italian.
15. Gupta A, Tyagi M, Sharma D. Use of social media marketing in healthcare. Journal of Health Management. 2013;15(2):293–302.
16. Leeflang PSH, Verhoef PC, Dahlström P, Freundt T. Challenges, and solutions for marketing in a digital era. European Management Journal. 2014; 32(1): 1-12.
17. Purcarea VL. The impact of marketing strategies in healthcare systems. J Med Life. 2019; 12(w): 93-6.
18. Kannan, P.; Li, H. Digital marketing: A framework, review and research agenda. Int. J. Res. Mark. 2017; 34: 22–45.
19. Chaffey, D.; Ellis-Chadwick, F. Digital Marketing; Pearson: Harlow, UK, 2016; pp. 11–12.