PEMASARAN LAYANAN MEDICAL CHECK-UP RUMAH SAKIT PASCA COVID-19 : SCOPING REVIEW

Authors

  • Muhammad Tsany Saadi Fakultas Kesehatan Masyarakat, Universitas Indonesia
  • Nadya Adina Zuhdi Fakultas Kesehatan Masyarakat, Universitas Indonesia
  • Revita Anisa Pertiwi Fakultas Kesehatan Masyarakat, Universitas Indonesia
  • Wahyu Sulistiadi Fakultas Kesehatan Masyarakat, Universitas Indonesia

DOI:

https://doi.org/10.31004/jkt.v6i1.38494

Keywords:

bauran pemasaran, medical check-up, pasca pandemi, pemasaran rumah sakit, strategi pemasaran

Abstract

Pandemi COVID-19 membawa perubahan signifikan dalam gaya hidup masyarakat, termasuk peningkatan kesadaran terhadap kesehatan. Medical Check-Up (MCU) sebagai bagian dari pemeriksaan kesehatan rutin memiliki peran penting dalam deteksi dini penyakit dan meningkatkan kualitas hidup, sekaligus sebagai potensi pendapatan rumah sakit. Penelitian ini bertujuan untuk menganalisis strategi pemasaran layanan MCU di rumah sakit di Indonesia pada era pasca-pandemi COVID-19. Penelitian ini menggunakan metode scoping review berdasarkan panduan PRISMA. Data dikumpulkan dari tiga basis data (Google Scholar, Portal Garuda, PubMed) menggunakan kata kunci "medical check-up", "rumah sakit", dan "pemasaran". Kriteria inklusi mencakup penelitian primer, dilakukan di Indonesia, dan dipublikasikan sejak tahun 2022. Dari 370 artikel awal, enam studi memenuhi kriteria dan dianalisis secara mendalam. Strategi pemasaran berbasis media sosial efektif meningkatkan brand awareness dan niat menggunakan layanan MCU. Namun, tantangan seperti keterbatasan infrastruktur dan sumber daya manusia menjadi kendala utama dalam pengembangan layanan MCU di beberapa rumah sakit. Penerapan bauran pemasaran 7P (produk, harga, tempat, promosi, orang, bukti fisik, proses) dinilai relevan untuk meningkatkan utilisasi layanan. Selain itu, peningkatan kualitas layanan berkontribusi pada kepuasan pasien yang selanjutnya meningkatkan niat untuk melakukan MCU. Strategi pemasaran berbasis teknologi, peningkatan kualitas layanan, dan edukasi kesehatan menjadi kunci utama dalam mengoptimalkan layanan MCU. Rumah sakit perlu berinvestasi pada infrastruktur dan SDM untuk memenuhi kebutuhan masyarakat yang terus berkembang.

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Published

2025-03-14

Issue

Vol. 6 No. 1 (2025): MARET 2025

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Articles

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Copyright (c) 2025 Muhammad Tsany Saadi, Nadya Adina Zuhdi, Revita Anisa Pertiwi, Wahyu Sulistiadi

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