Implementation of the Marketing Mix Clinic Fertility (IVF) Strategy with the Assurance System in the Kamala Clinic

Suharyati Shafiyyah, Tantri Yanuar Rahmat Syah, Rhian Indradewa, Ratna Indrawati Lestariani

Abstract


Currently, Indonesia has many fertility clinic-based health facilities that provide various kinds of affordable price offers. The Kamala Clinic is present as one of the clinics that offers a success guarantee system for patients who want to have children or add children. The Kamala Clinic is a premier clinic that is a network of private clinics providing fertility and gynaecology services. The Kamala Clinic is under PT. Medika Sehat Utama and has committed to developing fertility and gynaecology clinics and as well as offering an in vitro fertilization (IVF) program with a guarantee (self-insurance). Thus, study aimed to discuss the application of the NICE concept (Networking, Interaction, Common Interest, Experience) on marketing mix strategy at the IVF clinic. Here we use a SWOT (Strength, Weakness, Opportunity, and Threat) analysis to achieve the result with assign Segmenting, Targeting, and positioning over classify the market. In addition, Marketing mix implementation at The Kamala Clinic is expected to optimize the company’s internal strengths and minimized threats from the outside. The results of this study are expected to apply the marketing concept so that it has superior, competitive, and profitable capabilities to become a new rule business model for other IVF clinics.

Keywords


Marketing Mix, IVF Clinic, Kamala Clinic.

Full Text:

PDF

References


McKinsey & Company. (2018). Digital Sales & Analytics: Driving above-market growth in B2B. (May).

Yulianti, N., Rahmat, S., Deddy, D., Research, I. R.-I. A., &. U, (2018). Marketing Strategy Business to Customer (B2C) Maternity Clinic Industry. International Advanced Research Journal in Science, Engineering and Technology, Vol 05, No. 07, 49–53.

https://doi.org/10.17148/IARJSET.2018.579

Zolkiewski, J., Story, V., Burton, J., Chan, P., & Gomes. (2019). A Strategic B2B customer experience management : the importance of outcomes-based measures Abstrak Teks Lengkap. The Journal of Services Marketing, Vol 31, No. 02, 172–184. https://doi.org/10.1108/JSM-10-2016.

Ambari, A. K., Syah, T. Y. R., Indradewa, R., & Pusaka, S. (2020). Marketing Strategy and Business Model Canvas at Jeeva Works Corporation. Journal of Multidisciplinary Academic, Vol. 04, No. 02, 82–85.

Erisha, Y., Indradewa, R., Syah, T. Y. R., & Lestariani, R. I. (2021). Implementation of Medical and Non-Medical Risk Management Infertility and Gynecology Over Kamala Clinics. Journal of Multidisciplinary Academic, Vol. 05, No.01, 36–40.

Fristanto, L., Syah, T. Y. R., Indradewa, R., & Fajarwati, D. (2020). The Implementation of Marketing Mix Strategy for Medical Hazardous Waste Processing Companies During Competition Existing Companies over PT. Kelola Lingkungan Kita. Journal of Multidisciplinary Academic, Vol. 04, No. 06, 426–430.

Imam, D. P. P., Syah, T. Y. R., Indradewa, R., & Pusaka, S. (2019). Duck Nugget Frozen Food Market Analysis and Marketing Strategy as a Startup Business Plan in Indonesia. Journal of Multidisciplinary Academic, Vol. 03, No. 04, 65-70.

Kurniawan, M., Syah, T. Y. R., Pusaka, S., & Indradewa, R. (2020). Marketing Analysis over Start-up Business in Lifestyle (Combining Barbershop and Coffee shop) at PT. Jeeva Work Corporation. Journal of Multidisciplinary Academic, Vol 04, No. 01, 52-55.

Nuh, A., Syah, T. Y. R., Indradewa, R., & Fajarwati, D. (2020). Implementation Marketing Mix Strategy for Local Minimarket. Journal of Multidisciplinary Academic, Vol. 04, No. 03, 183–186.

Prihambodo, F. P., Syah, T. Y. R., Indradewa, R., & Fajarwati, D. (2020). Investment Feasibility Analysis in Financial Aspects of Noor Halal Minimarket Business Development Over Islamic Schools. Journal of Multidisciplinary Academic, Vol. 04, No. 03, 190–193.

Sutjiadi, A., Syah, T. Y. R., Indradewa, R., & Fajarwati, D. (2020). Working Capital Planning at PT Kelola Lingkungan Kita as an Effort to Increase Probability. Journal of Multidisciplinary Academic, Vol. 04, No. 06, 421–425.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.


Supported by :







Indexed by :