Market Segmentation and Buyer Readiness Stage Analysis to Determine Suitable Hospital Marketing
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 5, Pages 317-322
AbstractChanging the status of the hospital froma particular type such as Maternity Hospital to General Hospital has the consequence of adding several new services such as internal medicine, dental treatment, general surgery, etc. Internal medicine as a new service has the lowest visit in the past two years. Itmight happensince the public does not yet know its existence, so it needs to be promoted more. This study aims to analyze the market segmentation and buyer readiness stage of the community around the hospital.This studyemployed descriptive research through cross-sectionaldata collection. A total of 101 respondents were identifiedwith simple random samplingfrom a population living within a radius of 3 km from the hospital. Then this study used primary data obtained by utilizingquestionnaires consisting of several questions about the characteristics of respondents, psychographic, and buyer readiness stage. The results indicatedthat the market segment characteristics were people who arehighlyeducated, work as civil servants and entrepreneurs, and those with a middle economic level. Then the medical service center that was frequently visited was the clinic/primary health service. The purchase readiness was at the awareness level, meaning that the respondents are still in the early stage of being aware of the hospital existence.Promotion is needed to increase purchase readiness to the level of knowledge to generate conviction and purchase. Understanding market segments and purchase readiness level couldhelp hospitals to determine the suitable promotional methods for marketing campaigns.
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