ANALISIS PENETAPAN PASAR SASARAN RUMAH SAKIT STELLA MARIS MAKASSAR TAHUN 2008

Backgrounds: The increasing of quality competition in serviceof hospital health, driving management of Stella Maris Hospitalin Makassar to design business strategy which can be costeffective and improve the earnings. Strategy of target marketingis one of the accurate alternatives because hospital will getsome benefit namely: 1) more efficient resource allocation 2)can chosen the more interesting target, 3) more comprehendingof requirement and market desire 4) progressively narrow thescope market served, and 5) progressively understand thehospital to its market behavior.Objectives: The aim of this research is to find out the hospitalmarket segment based on: the consumer characteristics, theinterest of market segment, and the profile of Stella MarisHospital in Makassar.Methods: The research was carried out in the inpatient unitof Stella Maris Hospital in Makassar. The data were obtainedby survey and questionnaire to 115 patients or patients’ familyin the inpatient unit of Stella Maris Hospital in Makassar fromApril 15 to May 15, 2008.Results: The result shows that based on customers’characteristics, there were three market segments namelysegment I consisting of 30 people (26.09%); segment IIconsisting of 25 people (21.74%); and segment III consistingof 60 people (52.17%). Based on the interest of market segment,segment III is determined as the target market by Stella MarisHospital in Makassar and labeled as health care maximize.Based on the profile of Stella Maris Hospital in Makassar whichis viewed from potential market size, market compartment, thenumber of closest competitors, substitution attendance,geographical accessibility, and relationship between segmentwith partner companies or insurance, segment III is determinedas the target market by Stella Maris Hospital in Makassar, andlabeled as health care maximize.Conclusions: Viewed from the segment interest and theprofile of Stella Maris Hospital in Makassar, segment III whichlabeled as health care maximize is determined as the targetmarket of Stella Maris Hospital in Makassar in 2008.Keywords: target market, segmentation, hospital marketin