The external change forces Indonesian Hospital Industry to adapt become more customer focused company. The awareness of marketing function and the understanding of service management are a must This is one of my presentation related with this topic, hopefully you get inspiration from it.

1. Sesi 1
HOSPITAL MARKETINGFrom Production Driven Company to Customer Focused Company
ANKE DWI SAPUTRO
0852 8266 3172
CULTIVATE BRAND
A Brand Communication Consulting
Company

2. PRESTASI
• MENTRASFORMASIKAN ADHI KARYA BEYOND CONSTRUCTION DAN MENJADI ROLE MODEL INDUSTRI.
• MENTRASFORMASIKAN BNI MENJADI BANK YANG KEMBALI DIPERCAYA.
• MENGHIDUPKAN KEMBALI SEKOLAH INTERNATIONAL MADANIA (REPEATED CUSTOMER AWAL 40% MENADI
99,2%).
• MEMBUAT BRITON ENGLISH COURSE DARI AWALNYA 3 CABANG MENJADI 100 CABANG.
• MEMBUAT MIZURA FUMI SALON & SPA DARI 1 CABANG MENJADI 15 CABANG DENGAN CAPITALISASI NAIK
100X
• MAMPU MEMBUAT CHOCODOT BRAND LOKAL GARUT MENJADI BRAND KEBANGGAAN NASIONAL DENGAN
SALES PER OUTLET RP. 1,5 MILYAR PER BULAN (awal hanya 150 juta)
• MAMPU MEMBUKA 80 CABANG NACHOT HOT DALAM 1,5 TAHUN.
• MAMPU MEMBUKA CABANG BAKSO BOM 10 CABANG HANYA DALAM 6 BULAN.
• MAMPU MENDATANGKAN 7.000 ORANG SAAT LAUNCHING EAT REPUBLIK.
• MAMPU MENJUAL 250 UNIT RUMAH LEBIH MAHAL 5X DR HARGA AWALNYA HANYA DALAM 6 BULAN.
• MAMPU MENJUAL APAPUN (MOBIL & PROPERTY) LEBIH TINGGI 20-30 % DARI HARGA PASAR.
• GAGAL MENGELOLA IGA BAKAR ABRI,
• GAGAL MENGELOLA TERMINAL ES.
• GAGAL KERJA DI BUMN .

3. PENULIS

4. SPEAKER DAN MODERATOR
DI WORLD FRANCHISE SUMMIT 2016

5. TIM PENULIS DAN PARTISIPAN
INDONESIA SMART NATION AWARD (ISNA)

6. TIAP TAHUN MEMBERIKAN AWARD
INDONESIA FRANCHISE MARKETING AWARD (IFMA)

7. DOSEN TAMU MM UGM

8. KULIAH UMUM DI UNIV NEGERI MALANG

9. TRANSFORMATION BRAND CONSULTANT SPECIALIST
• CHOCODOT
• MIZURA FUMI SALON & SPA
• SEKOLAH NASIONAL PLUS MADANI
• SEKOLAH CHARITAS
• BRITON ENGLISH COURSE
• SUPERWASH LAUNDRY
• BPR HIK
• EAT REPUBLIC
• VISENDA RESIDENCE SERANG TIMUR
• WIRALAND PROPERTY GROUP.
• ADHI KARYA (anggota tim).
• BNI (anggota tim).
• MEGA SYARIAH (anggota tim).
• MORIN Jam (anggota tim).
• DRTV Corps (anggota tim).
• DKI Enjoy Jakarta (anggota tim).
• Etc

10. BUSINESS OWNER
• CULTIVATE BRANDS (7 tahun)
• BAKSO BOM (WWW.BAKSOBOM.COM) 10
cabang
• MASTUKANG ONLINE (perbaikan rumah
online)
• NACHOS HOT (70 cabang tinggal 10 cabang).
• TERMINAL ES (GAGAL Tutup)
• RESTO IGA BAKAR ABRI (GAGAL tutup).

11. MARKETING- PUBLIC RELATIONS

12. PRINCIPLES OF MARKETING

13. Kita tidak butuh marketing sepanjang
tidak ada persaingan.
Mungkinkah?

14. Marketing itu bukan struktur namun fungsi yang melekat pada
tiap individu.
Apalah Anda bisa lepas dari “memasarkan” sesuatu?
Diri Anda, ide Anda, kemampuan anda, karir anda, pasangan anda,
ideology Anda, reputasi Anda..
Terakhir …
BARANG ANDA PROPERTI ANDA..

15. Marketing bukanlah menjual semata.
Marketing bukan menjual canvassing (door to door)
Marketing bukanlah orang yang suka berbohong.
Marketing bukanlah orang yang ngomong terus mendominasi
pembicaraan.
Marketing bukanlah kumpulan orang-orang “second class”.
Marketing juga bukan berdagang kelas UKM ..asongan…
Marketing itu bukan penipuan MLM
Marketing itu bukan pekerjaan orang-orang miskin.
Marketing bukan pekerjaan orang-orang bodoh.

16. Marketing itu skill orang terkaya di dunia.
Marketing itu skill orang terhormat.
Marketing itu skill paling diperlukan.
Marketing itu skill yang paling sulit.
Marketing itu penuh gairah hidup optimis.
Marketing itu penuh ajaran kejujuran dan spiritualitas.
Marketer paling sukses di dunia itu siapa?
Nabi Muhammad SAW.
Tidak punya produk, tidak pake iklan, tidak berbiaya besar
namun hanya dalam tempo 40 tahun bisa “menjual produknya”
ke seluruh dunia dan menjadi produk paling laris paling loyal
paling dicari di seluruh dunia sampai saat ini
!!!!

17.  American Marketing Association
“Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offering that have value for customers,
clients, partners, and society at large.”
(A.M.A,2007)
Chartered Institute of Marketing (CIM)
"Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably"
(CIM,2008)
It lasted for around 30 years ,until…..

18. New Definition by CIM
 'The strategic business function that creates value by
stimulating, facilitating and fulfilling customer
demand. It does this by building brands, nurturing
innovation, developing relationships, creating good
customer service and communicating benefits. By
operating customer-centrically, marketing brings
positive return on investment, satisfies shareholders
and stake-holders from business and the community,
and contributes to positive behavioural change and a
sustainable business future.'

19. Evolution of Marketing
 1. Production Era -------late 1800s
 2. Sales era 1930s------1950s
 3. Marketing era 1950s------1970s
 4. Societal era 1970s------1990s
 5. The future --------------?
Spiritual “values based” marketing Era

20. Marketing Management
Philosophies
 Production Concept
The production concept holds that consumer will favour
products that are available and highly affordable, and
that management should therefore focus on improving
production and distribution efficiency. This concept is one
of the oldest philosophies that guide sellers.
Example : Ford Model – T

21. .
 The Product Concept
The idea that consumers will favour
products that offer the most quality, performance and
features, and that the organisation should therefore devote
its energy to making continuous product improvements.
Example : Marketing Myopia

22. .
 The Selling Concept
The idea that consumers will not buy
enough of the organisation’s products
unless the organisation undertakes a
large-scale selling and promotion effort.
Example : Sales promotion,price reductions,Buy one get one
free

23. .
 The Marketing Concept
The marketing management philosophy
which holds that achieving organisational
goals depends on determining the needs
and wants of target markets and delivering
the desired satisfactions more effectively
and efficiently than competitors do.

24. Comparing Selling and Marketing
Concepts
.

25. .
 The Societal Concept
The idea that the organisation should determine the needs, wants and
interests of target markets and deliver the desired satisfactions more
effectively and efficiently than competitors in a way that maintains or
improves both the consumer’s and society’s well-being.
Examples : Natwest- Community Bond

26. Needs,Wants and Demans
 Human Need
‘A state of felt deprivation’
1. look for an object that will satisfy it; or
2. Try to reduce the need.
 Human Want
The form that a human need takes as shaped by culture and
individual personality.
 Demand
Human wants that are backed by buying power.

27. Creating Demand
 Sony’s Example of Innovation
 Mobile Phones
 Apple – Ipod, Ipad
 Telling them that they need it !

28. What do we Market?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organisation
 Information
 Ideas

29. MARKETING MIX (4P)

30. SERVICE MARKETING

36. PROCESS

37. PHYSICAL EVIDENCE

38. PEOPLE

40. HOSPITAL MARKETING

41. External Environment (EPOLEKSOSBUD HANKAM) + COMPETITOR
Internal Environment (CUSTOMER EMPLOYEE SHAREHOLDER)
HOSPITAL
MARKETING
B2B Selling
Public Relation
(BTL)
CS & Handling
Complain
LO Dokter
(Liasion Officer)
Promotion ATL
LO Patient
(Liasion Officer)