Lumbantoruan, Benny Maria (2018) STRATEGI KOMUNIKASI DALAM PROMOSI RSUD DOLOKSANGGUL TAHUN 2018. Master thesis, INSTITUT KESEHATAN HELVETIA.
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Abstract
Utilization of Doloksanggul District Hospital Humbanghasundutan District has increased every year, but if viewed from the BOR of the hospital, it is still far from below standard. This situation still needs to increase the promotion of hospitals to the community. The success of promotional activities is determined by determining the communication strategy. This study aims to find out the strategies and forms of communication in the promotion of the Doloksanggul Regional General Hospital.
This type of research is a qualitative descriptive method with a phenomenological approach. The key informants in this study were 4 marketing staff of Doloksanggul Regional General Hospital and 2 supporting informants were patients or the community. Data obtained by questionnaires and in-depth-interview. Data processing techniques are carried out by organizing data, classifications and data categories and testing assumptions.
The results showed that communication strategies in the promotion of Doloksanggul District Hospital with personal selling tended to be less, sales selling tended to be poor, mass selling was good, public relations were good and direct marketing was good.
The conclusion in this study that the communication strategy in the promotion of Doloksanggul Regional General Hospital that is already good is personal selling and sales selling, while the communication strategy in the promotion of Doloksanggul Public Hospital that is not good is mass selling, public relations and direct marketing. It is suggested to the Doloksanggul Regional General Hospital to promote hospitals should use communication strategies well, especially with two-way communication, should use more brochures / leaflets with more attractive appearance and content, should be facilitating or mentoring ongoing communication to all human resources in the hospital, should improve service and always involve patients who have been treated to promote the hospital or share the good service they have received.
| Item Type: | Doktoral (Master) |
|---|---|
| Additional Information: | Personal Selling, Mass Selling, Sales Selling, Public Relations and Direct Marketing |
| Subjects: | Fakultas Kesehatan Masyarakat > Administrasi Rumah Sakit |
| Divisions: | Fakultas Kesehatan Masyarakat > S2 Ilmu Kesehatan Masyarakat |
| Depositing User: | Benny Maria Lumbantoruan |
| Date Deposited: | 17 Jan 2019 03:38 |
| Last Modified: | 11 Mar 2020 05:01 |
| URI: | http://repository.helvetia.ac.id/id/eprint/519 |
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