ANALISIS BAURAN PEMASARAN DI RUMAH SAKIT PEKANBARU MEDICAL CENTER (PMC) KOTA PEKANBARU TAHUN 2020

Abstract

The marketing mix is ​​one of the marketing strategies to convey information widely, introducing product and service. The marketing mix commonly used by Indonesian hospitals is 7P, namely: product, price, place, promotion, people, physical evidence, and process.  The purpose of this study generally was to determine the marketing mix at Pekanbaru Medical Center (PMC) Hospital. The research used is qualitative research, conducted by interviewing and observing 5 informants, namely the public relation and marketing manager, public relation and marketing staff 1, public relation and marketing staff 2, visitor to the patient's family, society. The result showed that the hospital did not yet have an MRI service and plan for the future to have digestive surgery and the hospital also had superior mental health and drug rehabilitation product plus an IVF (in vitro fertilization) clinic.  Meanwhile, the signpost for direction is still unclear and the facility, especially in the motorbike park, is not wide enough and there is no roof or canopy. It is recommended for the hospital to pay more attention to MRI service and also hospital signpost and also to be more active in promoting PMC Hospital in all aspects of social media and also pay more attention to parking locations so that visitors who come are more comfortable.