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Administrasi dan Kebijakan Kesehatan

ISSN 1412-8853

Vol. 5 / No. 1 / Published : 2007-01

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Original Article :

Marketing mix strategy and plan based on community need and expectation of village comprehensive health post (posyandu) service in sumenep regency

Author :

  1. Achmad Setiadi*1
  2. Widodo J. Pudjirahardjo*2
  3. Ernawaty*3
  1. Dinas Kesehatan Kabupaten Sumenep
  2. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya
  3. Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya

Abstract :

This is a market research by studying customers’ characteristics of the Village Comprehensive Health Post (VCHP) =Posyandu (Pos Kesehatan Terpadu), VCHP customers’ need, expectation and assessment in Sumenep Regency. The purpose of this research was to formulate a marketing mix strategy and plan for the VCHP in Sumenep Regency based on the need and expectation of actual and potential customer for VCHP services through a Focus Group Discussion (FGD) process and the researcher analysis. Conducted in one month period of April to May 2006 at Sumenep Regency selected districts as the research location, the population was productive-age women in Sumenep Regency. The sample was all productive-age women and their families/relatives. From the 4 randomly selected districts, 95 respondents were taken as samples.The research result showed the acquired market segment of VCHP customer based on demographic, geographic, socio-economic, buying behavior, and psychographic characteristics, and the focused-segment was graduates of the secondary school or the lower education level. Grounded on the segmentation result, the targeting was determined. Furthermore, through FGD process and researcher’s analysis, VCHP positioning was set i.e. the VCHP was the front tip of health service at the village. The market research result of customers’ need covered all available services at VCHP. Customer expectation on 7 P aspects (Product, Price, Promotion, Place, Process, People, Physical Evidence) of VCHP mix marketing was all efforts to satisfy customer according to customer reference of 7P aspects. In general, customer assessment showed good result. The FGD result and the researcher analysis were the reference for formulating the VCHP mix-marketing in accordance with 7 P aspects of customers’ characteristics, need, expectation and VCHP assessment towards the existing VCHP service. The end-product of mix-marketing covered product design (type of service), tariff, place or VCHP location, VCHP human resources, promotion design or spreading information, service process design and physical evident design.

Keyword :

market research, marketing strategy, marketing mix, Posyandu, segmentation-targeting-positioning (STP) ,

References :

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Archive Article

Cover Media Content

Volume : 5 / No. : 1 / Pub. : 2007-01
  1. The role for leaders of health care organizations in patient safety
  2. The comparison of mps method with eoq lot-size along with chosen forecasting result and maximum-minimum stock level (simulation on stock planning and controlling at siti khodijah hospital)
  3. The correlation of organization culture forming source with the community health center organization culture (an analysis in kendari regency and city)
  4. Patient safety focusincrease patient safety by creating a quieter hospital environment
  5. Effectiveness analysis of the active and passive case finding effort of the new leprosy patients using cost effectiveness analysis method(a case study at dungkek public health center in sumenep regency)
  6. Marketing mix strategy and plan based on community need and expectation of village comprehensive health post (posyandu) service in sumenep regency
  7. Formulating marketing efforts to increase the utilization of inpatient ward at the obstetrics and gynecology department of sumenep dr. h. moh. anwar hospital through consumer behavior factor analysis
  8. Efforts to accomplish the target of finding positive acid fast bacilli among tb suspects in the regency of south center timor, east nusa tenggara province (performance determinant analysis of the phc laboratorypersonnel