UPAYA KOMUNIKASI PEMASARAN INTERAKTIF PADA KLINIK SPESIALIS TERPADU RUMAH SAKIT GIGI DAN MULUT (RSGM) FAKULTAS KEDOKTERAN GIGI UNAIR SURABAYA

Made Asri Budisuari, Cholis Bachroen

Abstract


Integrated Marketing Communications (IMC) constitute of internal marketing, interactive and external communications. This research only addresses Interactive marketing communications. The specialized Dental Clinic (Integrated VIP Specialist) has been under utilized. The problem exists presumably due to lack of interactive communications. The objective of this research is to formulate an IMC improvement effort for the Specialized Dental Clinic.

This was an observational study conducted at the Specialized Dental Clinic from February up to Desember 2003. Observed variables were patient and organization of the clinic. Customers who visited the Specialized Dental Clinic were observed from the initial services the exit interview using questionnaire was collected by researche. The respondens were providers and customers (patients)

The result showed that the variable of customer service center and servicescapes were not well organized while personal selling relatively good.

It is suggested that market survey should be done by the Specialized Dental Clinic, to actuate interactive marketing communication and to establish the utilization targets.


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Buletin Penelitian Sistem Kesehatan (Bulletin of Health System Research, ISSN 1410-2935) published by National Institute of Health Research and Development, Ministry of Health of Republic of Indonesia 
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