Strategi Pemasaran dalam Upaya Peningkatan Kunjungan Pasien Rawat Jalan BPJS

Abstract

Outpatient visits of Indonesia National Health Insurance (BPJS) patients represent an important indicator of hospital service performance and marketing effectiveness in the universal health coverage era, requiring structured and patient-oriented marketing strategies. This study aimed to analyze the development process of marketing strategies at Kebonjati Hospital Bandung to increase BPJS outpatient visits, covering planning, organizing, implementation, controlling, constraints, and the formulation of priority strategies based on SWOT analysis. A qualitative case study approach was employed using in-depth interviews, observation, and document review involving hospital management, service staff, and BPJS patients. Data were analyzed using the Miles and Huberman interactive model and SWOT analysis (IFAS-EFAS matrices). The results show that Kebonjati Hospital's marketing strategy emphasizes strengthening the hospital's BPJS partner image, digital health promotion, referral network development with primary healthcare facilities, and improvement of patient experience, with major constraints including limited digital promotion and service congestion; the SWOT position lies in the growth (SO) quadrant. The study produces a BPJS-based hospital marketing strategy model integrating strategic environmental factors, marketing strategies, implementation programs, and increased patient visits as a conceptual framework for sustainable healthcare marketing development.