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"Rumah Sakit Hermina Kemayoran merupakan rumah sakit baru yang dibangunpada tahun 2016 dan merupakan bagian dari Hermina Hospital Group yang saatini merubah status dari rumah sakit ibu dan anak menjadi rumah sakit umum.Gedung yang baru, lokasi, status yang baru memerlukanstrategi pemasaran untukmerubah image masyarakat dan memasarkan rumah sakit sebagaiRumah SakitUmum Hermina Kemayoran. Penelitian ini menggunakan metode kuantitatifdeskriptif analitik dengan menggunakan data sekunder berupa data kunjungan pasien dari Januari ndash; Maret 2018 dan observasi fasilitas kesehatan yang ada untuk menganalisa karakteristik pasien dan kebutuhan pasien untuk sebagai riset pasar untuk menentukan strategi pemasaran yang tepat. Hasil penelitian menunjukkan mayoritas pasien merupakan perempuan dan anak usia 4-15 tahun dan tingginya angka batal berobat. Dari hasil ini, telah ditetapkan strategi pemasaran yangberorientasi untuk menarik konsumen yang lebih bervariasi dan dapat bersaingdengan kompetitor. Evaluasi kepuasan pasien dan keluhan pasien dilakukan untukumpan balik pelayanan kesehatan.Kata kunci: strategi pemasaran, riset pasar, RS Hermina Kemayoran

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Hermina Kemayoran Hospital is a new hospital built in 2016 and is a part ofHermina Hospital Group, a hospital group that has changed its status from amother and child hospital to a general hospital. A new hospital, location, andstatus needs a marketing strategy to change the public rsquo s perception and to marketthis new hospital as a general hospital. This research uses the analyticaldescriptive quantitative method using secondary data and observation of availablefacilities in the hospital to analise patient characteristics and needs as a form ofmarket research to formulate a marketing strategy for this hospital. The resultsshow that most patients were 4 15 years old children and women with a highnumber of patients cancelling. From this result, the marketing strategy is orientedto attract more variations of costumers and to compete with the competitors.Evaluation of patients rsquo satisfaction level and complaints should be done forhospital services feedback.Key words marketing strategy, market research, Hermina Kemayoran Hospital"

"ABSTRAKPembangunan pada bidang kesehatan telah dapat meningkatkan taraf hidup masyarakat yang menyebabkan usia harapan hidup meningkat sehingga timbullah fenomena adanya perubahan struktur umur penduduk dimana makin banyak wanita yang memasuki usia menopause. Melihat potensi pasar yang cukup besar ini , 3 tahun yang lalu RSIA Hermina mendirikan klinik khusus menopause. Namun sampai saat ini belum menunjukkan utilisasi yang memuaskan.Rumah sakit sebagai lembaga yang menyediakan pelayanan kesehatan telah berubah dari sosiomedis menjadi sosioekonomi. Pemasaran yang merupakan legitimasi dan penyebaran informasi mengenai pelayanan dirasakan semakin panting . Untuk meningkatkan utilisasi dan pendapatan rumah sakit maka diperlukan manajemen pemasaran dengan strategi pemasaran yang baik.Tujuan penelitian adalah melakukan analisa terhadap situasi rumah sakit dan melakukan penyusunan strategi pemasaran bagi klinik menopause. Penelitian yang dilakukan merupakan penelitian kualitatif dengan metode penelitiannya deskriptif analitik. Langkah-langkah yang dilakukan adalah dengan melakukan analisa SWOT, segmentasi pasar, menentukan pasar sasaran, penentuan posisi bersaing serta menentukan strategi bauran pemasaran bagi klinik menopause.Dari hasil penelitian ditemukan bahwa fungsi manajemen pemasaran belum sepenuhnya dilakukan di RSIA Hermina . Dalam penentuan strategi pemasaran di rumah sakit , bila ditinjau dari segi Produk ,faktor yang sangat kritis dan terpenting adalah dokter spesialis , tenaga pelaksana serta adanya peralatan penunjang diagnostik di RSIA Hermina. Tarif harus diperhitungkan berdasarkan survei tim tarif untuk melihat apakah tarif yang ada cukup bersaing. Place (tempat) disamping lokasi yang sudah tidak dapat dirubah, maka dapat diupayakan faktor lain yang dapat ditingkatkan misalnya, sarana fasilitas pelayanan, waktu buka praktek , waktu tunggu pasien dan tersedianya tempat parkir yang memadai. Promosi perlu ditingkatkan dengan perencanaan strategi promosi yang tepat dan lebih menyentuh pasar sasaran dan dilakukan dengan intensif serta terus menerus.Usulan strategi pemasaran bagi klinik menopause ini diharapkan dapat menjadi masukan yang berguna bagi pengembangan manajemen pemasaran rumah sakit di RSIA Hermina .DAFTAR PUSTAKA : 38 (1980 - 1996).

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ABSTRACT

Development on the Public Health sector was successfully increasing the quality of life of the society cause a raising the standard of the expected life time ages. This phenomenon changes the structure of the society age pyramid structure, there are increasing number of women that life through the menopause ages. Seeing this potential market area, Hermina Hospital, 3 years ago opened a special clinic for women who have a health disturbances on the menopause ages. Unfortunately this clinic could not show a good performance of utilization for the last 3 operational years.

The role of the hospital as institution that serve health services has been changing from sosio-medic on to sosio-economic form. Marketing activities which is the legitimation as well as distribution of the information on the health services becoming important factor to look after. A good marketing management with a well prepared marketing strategies is playing an important role to increase the utilization of the menopause clinic that will automatically increasing the hospital profitability.

The purpose this observation is to analyze the hospital situation and to build up a suitable marketing strategies for menopause clinic. This is a qualitative observation using analytic descriptive observation method on the observation stage, and at the marketing strategy planning stage the general procedure used are : SWOT analysis on the Hermina Hospital especially Menopause clinic, Segmenting, Targeting, Positioning, (STP) and developing the marketing mix for the menopause clinic.

Result on this observation shows that the marketing management function in Hermina Hospital is not fully operational yet. In the implementation of the hospital's marketing strategies, the critical product elements are : the medical specialist doctors, the supporting staffs, and the supporting diagnostic facilities. The price, which is set based on the survey done by the pricing team, is targeted to be reasonably competitive. The place, beside the location of the hospital which is relatively fixed, there are other attributes to the physical location of the hospital which are affecting the strategy that still can be qualitatively increase such as : facilities, the opening hour (service hour), patient waiting duration time, and the suitable parking area. The promotion is need to be increased with a good promotion planning strategy which is touching the target market and done constantly intensive.

The proposed marketing strategies is expected to be a helpful input for developing the marketing management on the Hermina hospital.

BIBLIOGRAPHY : 38 ( 1980 - 1996 )"

"Tesis ini membahas bagaimana penyusunan SPO di departemen PT Medikaloka Hermina Tbk dan persepsi pengguna SPO di RS Hermina Kemayoran. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian ini menyarankan bahwa perlunya menstandarkan atau membakukan panduan penyusunan SPO di departemen PT Medikaloka Tbk sesuai prinsip penyusunan SPO agar terdapat acuan bagi tim penyusun di departemen menghasilkan SPO sesuai dengan prinsip penyusunan SPO yaitu efisiensi dan efektifitas, berorientasi pada pelanggan, kejelasan dan kemudahan, keselarasan, keterukuran dan dinaamis; mengembangkan Document Management System yang sudah ada (Alfresco) agar lebih informatif dalam menyajikan informasi dan data produk SPO yang berlaku yang selalu diperbarui.

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The focus of this study is how the preparation of SPO in PT Medikaloka Hermina Tbk's department and the perception of SPO users in Rumah Sakit Hermina Kemayoran. This research is quantitative descriptive interpretative. The researcher suggest that it is necessary to standardize the preparation of SPO in the department of PT Medikaloka Tbk according to the principles of preparation of SPO so that there is a reference for the drafting team in the department to produce SPO in accordance with the principles of preparation of SPO such as efficiency and effectiveness, customer-oriented, clarity and ease, harmony, measure and dynamism ; developing an existing Document Management System (Alfresco) to be more informative in presenting information and data on applicable SPO products that are always updated. "

"Poli Jantung Eksekutif merupakan salah satu poli yang sedang menjadi target bagian pemasaran RS Hermina Depok dalam peningkatan kualitasnya. Jumlah pasien poli Jantung Eksekutif mengalami peningkatan dan penurunan setiap bulannya yang menyebabkan Poli Jantung Eksekutif belum stabil. Tujuan penelitian ini adalah untuk menentukan strategi pemasaran berdasarkan STP ( Segmentasi, Target, dan Posisi ) pasar Rawat Jalan Poli Jantung Eksekutif RS Hermina Depok pada tahun 2019. Penelitian ini menggunakan jenis penelitian deskriptif analisis dengan pendekatan kuantitatif dan kualitatif. Hasil penelitian ini adalah Segmen pasar yang dibagi berdasarkan variabel geografis, demografis, psikografis, perilaku, dan loyalitas. Target pasar yang paling sesuai merupakan hasil segmen pasar yang dianggap potensial yaitu, Lansia berusia 45 tahun ke atas yang tinggal di daerah kota Depok dan sekitarnya dengan pendapatan 2,5 juta-5 juta perbulannya . Posisi pasar yang terbentuk adalah Pelayanan kesehatan poli jantung eksekutif dengan tenaga kesehatan berkualitas dan fasilitas lengkap serta tetap mengutamakan Service Excellent kepada pelanggan.

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Excecutive Heart Clinic is one of the clinic that is being targeted by the marketing division of Hermina Hospital Depok for improving it’s quality. The number of Executive Heart Clinic patients has increased and decreased for each month which causes Executive Heart Clinic has not been stable. The purpose of this study was to determine a marketing strategy based on STP (Segmentation, Targeting, and Positioning) of the Outpatient Excecutive Heart Clinic market in Hermina Hospital Depok 2019. This research uses descriptive analysis research with quantitative and qualitative approaches. The results of this study are market segments which are divided based on geographical, demographic, psychographic, behavioral, and loyalty variables. The most appropriate target market is the result of a market segment that is considered potential, elderly aged 45 years and over who live in Depok and the surrounding areas with an income of 2.5 million-5 million each month. The market position is Excecutive Heart Clinic health services with qualified health workers and complete facilities and also do the prioritize Service Excellence to customers."

"Sumber Waras Hospital ( RSSW) is a non government hospital which is appointed as a referral hospital in West Jakarta. This hospital also has develop a vision to become a prominently referral hospital in its service area. Lately, RSSW has faced a major problem caused by the decrease of its total number of patients. To achieve its vision of becoming a good referral hospital, The Sumber Waras Hospital is strongly required to have a superior competency on four major types of services , namely are pediatric , obstetric and gynecologic , surgery and internal medicine care. Based on the current data of RSSW's services utilization, the surgery care has the smallest proportion of decrease number of patients. The purpose of this research is to gather various information which affect surgery care in RSSW and conduct an analysis marketing strategic for surgery care. This design of this research is a case study which focuses on problem solving using combination qualitative and survey method quantitative. Data collection instruments includeiv questionnaire and indepth interviews. In addition the Porter's competitive analysis and TOWS analysis are used to asses the existing data.Based on the results of this research, RSSW's surgery care is facing various threats. But on the other hand it this hospital gaining unexplored opportunities. The current management of RSSW need to deal with various weaknesses over its limited strengths. Using TOWS technique, following strategy is suggested to the management :1. RSSW has to cope with ongoing continuous technology aspect of the surgery care and fix the internal weaknesses by applying the double distribution and cost analysis. Hence, RSSW will have more financial resources for dealing with this threat.2. Due to the current economic crisis of the country and the people's ability to pay has substantially reduced, RSSW is recommended to provide a low cost economic package services for surgical patient and increase the third party payer consumer.3. To anticipate competition among similar institutions, the RSSW has to develop an effective marketing program.4. It is further recommended that the RSSW has to strengthen its human resources and also improve the quality or surgical services and initiate to extend r the market to the third party payer."

"Tesis ini bertujuan untuk mengetahui peranan strategi pemasaran Customer Relationship Management (CRM) melalui Personal Maternity Officer (PMO) dalam permanfaatan persalinan di Rumah Sakit Hermina Daan Mogot. Adapun identifikasi dan evaluasi terhadap strategi pemasaran ini dilakukan dengan pendekatan sistem. Jenis penelitian adalah penelitian kualitatif deskriptif dan penjelasan. Hasil penelitian ini menyimpulkan program CRM yang ada sudah berjalan dengan baik. Namun, kinerja Sumber Daya Manusia yang terlibat, pengawasan serta evaluasi yang terus menerus perlu ditingkatkan untuk mencapai hasil yang optimal. Oleh karena itu, diperlukan sosialisasi mengenai strategi pemasaran ini dan koordinasi dari semua pihak yang terlibat.

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The purpose of this thesis is to find out the role of Customer Relationship Management (CRM) marketing strategy through Personal Maternity Officer (PMO) in labor at Hermina Daan Mogot Hospital. Identification and evaluation of this marketing strategy is done with system approach. The type of this research is descriptive qualitative and explanation research. The results of this study conclude that CRM program that is already exist has been well underway. However, the performance of the human resources involved, continuing supervision and evaluation need to be improved in order to achieve optimal results. Therefore, socialization on this marketing strategy and coordination from all parties involved are required."

"Pendekatan customer-centric adalah strategi fokus kepada pelanggan,sedangkan bauran pemasaran SAVE solutions, access, value, dan education dengan konsep pendekatan perilaku pelanggan secara spesifik oleh karenaglobalisasi, informasi teknologi yang terus meningkat dan peningkatan harapan pelanggan yang multidimensi. Studi ini untuk mengetahui pengaruh bauran modelSAVE terhadap strategi customer-centric dengan menggunakan pendekatan kuantitatif dan metode cross-sectional serta jumlah sampel 96 orang.Hasil penelitian menunjukkan bahwa mutu pelayanan sebagai bagian dari value,diharapkan memberikan pelayanan dokter tepat waktu, pelayanan obat danpemeriksaan penunjang yang cepat. Informasi digital muncul sebagai bagian daribauran education yang paling berpengaruh terhadap strategi customer-centric.Penggunaan media sosial sebagai penyedia informasi ekspresif terhadap pasiendapat membantu sistem pemasaran Poliklinik Eksekutif RS Hermina Depok.

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Customer centric approach is meant to focus on the customers, meanwhileSAVE solutions, access, value, education marketing mix is concept marketingmix modeling that is able to accommodate specific customer behavior becauseglobalization, information technology and multi dimensional customerexpectations. This study aims to determine the influence of save marketing mixagainst customer centric strategy used quantitative approach and cross sectionalmethod with a sample of 96 people.The results showed that the quality of serviceas part of the value, is expected to provide timely medical services, drug servicesand rapid additional examination. Digital information emerges as part of the mostinfluential education mix for customer centric strategy. The use of social media asa provider of expressive information to patients can help the marketing system ofExecutive Polyclinic RS Hermina Depok."

"Penelitian ini bertujuan untuk meningkatkan efisiensi waktu pelayananinstalasi farmasi rawat jalan dalam rangka peningkatan mutu pelayanan rumahsakit. Metode penelitian yang digunakan adalah metode penelitian gabungan mixed method dengan melakukan wawancara mendalam serta observasi waktutunggu pelayanan obat yang selanjutnya dianalisis dengan menggunakan analisisunivariat. Hasil penelitian menunjukkan bahwa waktu tunggu pelayanan obatracik dan paten di rumah sakit ini melebih standar waktu yang ditetapkan,ditemukan beberapa penghambat seperti ketersediaan sumber daya manusia, saranaprasarana dan fasilitas kerja yang merupakan hambatan terbesar dalam pelayananini. Disarankan kepada rumah sakit untuk dapat redisain layout farmasi,menghitung ulang pola ketenagaan serta pengaturan tugas sesuai dengankompetensinya.

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This study aims to improve the efficiency of service time of outpatientpharmacy installation in order to improve the quality of hospital services. Theresearch method used is the method of combined research mixed method byconducting in depth interviews and observation of drug service waiting time whichthen analyzed by using univariate analysis.

The result of the research shows that the waiting time for the service of racikand patent medication in this hospital exceeds the standard time set, found someobstacles such as availability of human resources, infrastructure and work facilitieswhich is the biggest obstacle in this service.

It is advisable to the hospital to be ableto redesign the pharmacy layout, recalculate the pattern of the workforce as well asthe arrangement of tasks in accordance with its competence."

"Pelaksanaan komunikasi efektif merupakan salah satu sasaran dalam International Patient Safety Goals (IPSG) yang dicanangkan oleh The Joint Commission International (JCI) pada tahun 2006. Proses serah terima pasien antar perawat merupakan salah satu area implementasi komunikasi efektif. Di dalam serah terima pasien terjadi proses transfer informasi spesifik terkait pasien yang bersifat akrual untuk memastikan kontinuitas dan keamanan asuhan pasien. Kesenjangan komunikasi saat proses serah terima pasien dapat menimbulkan cedera. Kepatuhan perawat dalam pelaksanaan komunikasi efektif dalam proses serah terima pasien dipengaruhi oleh berbagai faktor seperti pengetahuan dan sikap perawat, serta fungsi pengawasan kepala perawat.Tujuan penelitian ini adalah untuk mengetahui gambaran kepatuhan perawat, mengetahui hubungan antara pengetahuan dan sikap perawat serta fungsi pengawasan kepala perawat terhadap kepatuhan perawat, serta memperoleh strategi untuk meningkatkan kepatuhan perawat dalam pelaksanaan komunikasi efektif dalam proses serah terima pasien. Metode penelitian ini adalah mixed methods, yaitu menggabungkan metode kuantitatif dan kualitatif dengan pendekatan cross sectional. Variabel independen dalam penelitian ini adalah pengetahuan, sikap perawat, dan fungsi supervisi kepala perawat. Sementara yang menjadi variabel dependen adalah kepatuhan perawat. Jenis kelamin, usia, pendidikan, dan masa kerja menjadi variabel perancu. Jumlah sampel untuk metode kuantitatif adalah 89 orang perawat yang bertugas di instalasi rawat inap dan instrumen yang digunakan berupa kuesioner dan lembar observasi. Sementara untuk metode kualitatif digunakan teknik wawancara dengan beberapa informan yang dipilih (purposive sampling).Hasil analisa univariat menunjukkan 11.2% perawat memiliki kepatuhan baik, 13.5% perawat memiliki pengetahuan baik, 24.7% perawat memiliki sikap baik, dan 24.7% perawat menjawab bahwa fungsi supervisi kepala perawat baik. Hasil analisa bivariat menunjukkan tidak ada hubungan bermakna antara pengetahuan, sikap perawat, dan fungsi supervisi kepala perawat terhadap kepatuhan perawat. Sementara hasil dari wawancara mendalam diperoleh beberapa faktor yang menjadi penyebab ketidakpatuhan perawat dalam pelaksanaan komunikasi efektif dalam proses serah terima pasien, yaitu belum adanya standar prosedur operasional (SPO) serah terima pasien sesuai dengan rekomendasi WHO, belum adanya sistem evaluasi pelaksanaan prosedur serah terima pasien antar perawat, perawat belum menguasai prosedur serah terima pasien dan tidak memahami atensi pasien, format penulisan serah terima pasien hanya berfokus pada rencana tindakan, model Metode Asuhan Keperawatan Profesional (MAKP) yang diterapkan serta jumlah ketenagaan yang belum terpenuhi menyebabkan fungsi supervisi kepala perawat tidak optimal.Saran rekomendasi yang dapat diterapkan adalah revisi SPO serah terima pasien sesuai rekomendasi WHO, pembuatan sistem evaluasi pelaksanaan SPO serah terima pasien, revisi format penulisan serah terima pasien, meningkatkan pengetahuan perawat dengan membuat target jumlah sosialisasi SPO dan asuhan keperawatan dalam program mutu instalasi, merubah model MAKP, serta pemenuhan kebutuhan ketenagaan.

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In 2006, The Joint Commission declared International Patient Safety Goals, where effective communication is one of the goals. Patients handoff between nurses can be achieved through effective communication implementation. A successfull handoff defined as a transfer and acceptance of responsibility for patient care and it is a real-time process of passing relevant patient information to ensure continuity and safe patient care. Communication's breakdown in handoff procedures can lead to serious impacts in the patient's care, inappropriate treatment, and potential harm to the patient. Nurse compliance in effective communication implementation in patient handoff procedure is influenced by several factors, such as knowledge, perception, and supervision of the head nurse.

The aim of this study is to know the description of nurse compliance, the relationship between knowledge, perception, supervision and nurse compliance, and also to gain strategy to improve the nurse compliance in effective communication implementation in patient handoff procedure. This study used mixed methods (quantitative and qualitatitve) with cross sectional approach. The independent variables in this study are nurse knowledge, perception, and the supervision of head nurse. The dependent variable is nurse compliance. Gender, age, level of education, and years of working are the confounder. The sample size for the quantitative method is 89 nurses that served in the inpatient installation. Questionnaire and observation form are used as instruments. The qualitative method used interview technique with purposive sampling.

The univariate analysis results showed that 11.2% nurses have good compliance, 13.5% nurses have good knowledge, 24.7% nurses have good perception in the implementation of effective communication in patient handoff procedure and 24.7% nurses have good perception about the head nurse supervision. The bivariate analysis results showed there are no relationship between knowledge, perception, supervision and nurse compliance. Based on the interview results, there are several factors that cause nurse disobedience in effective communication implementation in patient handoff procedure. These factors are lack of Standard Operational Procedure (SOP) about patient handoff based on WHO recommendation, the absence of evaluation system for patient handoff procedure implementation, lack of nurse knowledge about patient handoff procedure and patient's critical issues, handoff documentation more contain of plan to do than the patient's critical issues, proffessional nursing care model can not produce optimal supervision of the head nurse, and lack amount of nurse.

Several recommendations that can be used as strategy to improve nurse compliance in effective communication implementation in patient handoff procedure are handoff procedure revision based on WHO recommendation, evaluation system for patient handoff procedure implementation, handoff documentation revision that contain patient's critical issues, make target number of SOP and nursing care training due to improve the nurse knowledge, revision of proffessional nursing care model, and fulfillment of human resource needs."

"Analysis On Marketing Strategy of Pelni's Petamburan Hospital: A Qualitative Study on In-Patient of Internist Department at Pelni Petamburan Hospital , Was Conducted January to March, 1994; The Subject Of The Study Being its Marketing MixIntroduction. Considering the growing availability of the medical services in the Indonesia's healthcare situation today, it is reasonably fair to state that people of certain communities, the user of the hospital services, having an increasingly broader choices in acquiring such services from the available medical institutions. To achieve its mission of providing good medical service, Pelni's Petamburan hospital has to manage its human resources, technology, and its competence to capitalize on the opportunity to provide its services. To anticipate the growing need of the health care services and to be able to compete in the health industry in the coming years, the Pelni's Petamburan hospital needs to formulate strategies to market its services and achieve organization's mission and goals. Purpose. Through a descriptive analysis on the hospital's marketing activities, this study seeks to identify potential products or services that can be use in its marketing strategies of the internist department. Methodology. This study is a qualitative study on the marketing management of the Pelni's Petamburan hospital. It is conducted using the records of the patients hospitalized from January through March 1994, based on the assumption that these records may contain the required data for the study. The data used are secondary data from the medical records and primary data, which are obtained through a number of in-depth interviews and direct observation. The statistical analysis is done using the frequency and distribution table. Result. In the implementation of the hospital's marketing strategies, the critical elements of the product are the medical specialist, the supporting staff and the available facilities. The price, which is targeted to be reasonably competitive, is set based on the survey done by the appointed in-house pricing team. The place, being relatively fixed, is not given much focus in the study, although there are other attributes to the physical location of the hospital that produce an impact on the strategies (e.g. accessibility, convenience). Promotion wise, the hospital needs to establish a focused and integrated team as part of the strategies. Conclusion. The medical services of the internist department, in particular Diabetes Mellitus, has the potential to be developed as Pelni Petamburan's specialized services to cater to the needs of its surrounding community. The differentiate strategy may be deployed to strengthen the specific marketing strategies for its specialized services.

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Pendahuluan. Melihat situasi dan kondisi perumahsakitan di Indonesia dewasa ini, maka dapat dikatakan pasien memiliki kekuatan yang besar dalam memilih alternatif jasa pelayanan yang tersedia di lingkungannya. Selaku pemberi jasa RS Pelni "Petamburan" yang mempunyai kekuatan sumber daya manusia, ilmu pengetahuan dan teknologi yang baik perlu meraih peluang yang ada untuk memberikan jasa pelayanannya bagi para pasiennya. Untuk mengetahui antisipasi persaingan yang ada dan sejalan dengan perkembangan kebutuhan kesehatan di masa akan datang perlu dirumuskan suatu strategi pemasaran yang dapat mencapai misi dan tujuan RS Pelni "Petamburan".Tujuan. Penelitian ini bertujuan untuk melakukan analisis deskriptif tentang kegiatan pemasaran RS Pelni "Petamburan" untuk mencari produk potensial rumah sakit dalam penetapan strategi pemasaran di bidang pelayanan penyakit dalam. Metodologi. Penelitian ini merupakan studi kualitatif terhadap manajemen pemasaran RS Pelni "Petamburan". Penelitian dilakukan berdasarkan jumlah pasien masuk rawat inap sejak bulan Januari 1994 hingga Maret 1994, karena diperkirakan ada beberapa kegiatan yang dapat mengarah ke penelitian. Data yang digunakan adalah data sekunder yang diperoleh dari catatan medik. Data primer diperoleh dari wawancara mendalam dan partisipasi observasi peneliti. Analisis statistik yang digunakan adalah tabel frekuensi dan distribusi. Hasil. Ditinjau dari segi product dalam penetapan strategi pemasaran di rumah sakit, faktor yang sangat kritis dan terpenting adalah dokter spesialis, tenaga pelaksana juga peralatan penunjang diagnosa di RS Pelni "Petamburan". Price diperhitungkan berdasarkan survei tim tarif rumah sakit untuk melihat apakah tarif di sini cukup bersaing. Place disamping lokasi yang sudah tidak dapat dirubah, tentu masih ada faktor lainnnya misalnya sarana pelayanan, dan waktu menunggu, tempat parkir. Untuk promotion diperlukan suatu tim yang terpadu dalam penanganan pemasaran . Kesimpulan. Penyakit dalam khususnya pelayanan penderita penyakit Diabetes Mellitus dapat dikembangan sebagai produk potensial di mana rumah sakit melihat perbedaan pelayanan dalam hal memasarkan jasa produk RS Pelni "Petamburan". Disamping itu differentiate strategy diterapkan karena rumah sakit diperkuat oleh jajaran dokter spesialis dan tenaga pelaksana. Dengan pelayanan terpadu penderita dari golongan menengah ke atas dapat diberikan pelayanannya dan tanpa meninggalkan fungsi sosial rumah sakit. Alih generasi dari jajaran spesialisasi dan pengembangan tenaga-tenaga profesional dalam penanganan khusus penyakit Diabetes Mellitus dapat menambah kekuatan dalam berkompetisi dengan rumah sakit lain dalam bidang pelayanan penderita Diabetes Mellitus."