1. tn. bambang - merangkul hati pelanggan - strategic marketing for doctors 7 mei 2016

8/17/2019 1. TN. BAMBANG - Merangkul Hati Pelanggan - Strategic Marketing for Doctors 7 Mei 2016

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Merangkul HatiPasien - Bambang ImanSantoso, Mei 2016

Merangkul

H ti PasienStrategic Marketing for Doctors



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Bagaimana pelayanan

Dokter hari ini?


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Apa yang paling Anda

sukai dan tidak sukai dari

pelayanan Dokter

sekarang?


5/40Merangkul HatiPasien - Bambang ImanSantoso, Mei 2016Merangkul HatiPasien - Bambang ImanSantoso, Mei 2016


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Merangkul HatiPasien - Bambang ImanSantoso, Mei 2016Merangkul HatiPasien - Bambang ImanSantoso, Mei 2016

Kriteria Dokter ideal yang

seperti apa Anda

harapkan ke depannya?


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Perubahan & Kabar Baiknya

Production

Concept

Operation Oriented

Product

Concept

Product Oriented

Selling

Concept

Sales Volume

Oriented

Marketing

Concept

Market OrientedCust

Con

Custome

Consum

PerTek

Inf

Plastisitas Otak:

• Brain Plasticity

• Neuroplasticity

• Synaptic Plasticity

Bagaimana

menyikapi

perubahan


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Dampak Kemajuan Teknologi

• Teknologi Informasi

– Perubahan lingkungan bisnis berlangsung terus dan

semakin cepat. Terutama kemajuan teknologi informasi

yang mempengaruhi perubahan layanan, bisnis, dan

industri.

• Pelanggan Semakin pintar

– Kedudukan pelanggan (pasien) semakin sejajar dengan

penyedia jasa (dokter/rumah sakit) jaga keseimbangan

(lead by doctor).

• Pemasaran Terbaru

– Cara-cara baru pemasaran seperti Digital Marketing dan

lainnya perlu dicoba dengan bijak.

• Medical Electronic Devices

– Pemanfaatan kemajuan teknologi.


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Kearifan Pemasaran

Product

Price

Promotion

Placement

Customer

Cost

Communication

Channel

Co

C

Con

Commu

People Process

Physical Evidence Power

Politics Segmentation

Target Positioning

Differentiation Communitization

Confirmation Clarification

Codification Value

Strategy Tactic

Selling

Marketing Mix

Brand

Service Value

Content

Context

Creation

Capture

Ma

Mind-Share Heart-Share

Corporate Marketing

Strategic Marketing

Marketing Strategy

Service Marketing

Marketing Channel

Direct Marketing

Consumer Marketing

Community Marketing

Marketing PR

Social Marketing

Political Marketing

Green Marketing

Advertising

Brand Management

Product Development

Marketing Research

Pricing Strategy

IMC

Loyalty Program

Customer Satisfaction

Customer Loyalty

Customer Care

CRM

Internal Marketing

External Marketing

Interactive Marketin

Digital Marketing

Mobile Marketing

Neuromarketing

Relationship Marketi

Emotional Marketin


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Melibatkan Pasien

Thinking points:• What have been your exp

involving patients in teaching

(either as a teacher or as a learn• Have you had any formal e

training in involving patients i

and if so, what are some

principles you remember?

• What do you think are the mai

need to think carefully about

and whether we involve patien

teaching and learning?

• What are your main reasons

this module? i.e. what are y

needs?

• What aspects of your teachinpractice are you hoping to impr


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Moms !• Para istri sekarang cend

banyak tahu dan punya

banyak perhatian keseh

keluarga ketimbang suaterlalu sibuk bekerja.

• Mereka sangat penting d

oleh dokter, dan mereka

terlihat pintar (bagian d

hidup).

• Para ibu akan merekome

dokter mana yang lebih

• Melalui mereka juga ket

dan kebencian terhadap

dokter tertentu beredar

•Gosip dokter ganteng pudi antara moms ini


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Jaga Perasaan Pasien

“Cek PersepsiKualitas Layanan

dengan Harga yang

dirasakan !!!”


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Kemudahan-Kemudahan

• UGD menjadi favorit (tanpa ngantri)

• Ketersediaan obat di rumah sakit

• Persamaan obat (generik atau tidak)

• Layanan apotik 24 jam

• Kemudahan pembayaran sbb:

– Database dan Membership Card

– Cash, Debet, Credit Card, serta Internet & M-Banking

– BPJS, Asuransi dll.., termasuk TPA (third party

administration)


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Personal Branding & Strategic Brand Management

• Kesan pertama sangatlah penting

• Tentukan

– Segmen yang dituju.

– Menggunakan channel apa untuk m

segmen tersebut.

– Apa yang membedakan (jaga keseim

poin of parity & point of differenc e

• Branding

– personal branding

– product branding

– service branding

– corporate branding

–

city branding – dll.


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Pemasaran via Handphone

• Use a variety of marketing

channels.

• First impressions count.

• Get found via search and a

high App & Play Store rank.

•

Be data-driven: track andoptimize your ad campaigns.


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Dokter Online• www.dokter.id

•

www.klikdokter.com

• dokterindonesiaonline.com

• www.tanyadok.com

• www.hellodoctor.co.id


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Hospitality?• Bisnis ‘horeca’ dan mall

menerapkan konsep

‘hospitality’.

• Sebagai konsultan signage,

pengalaman kami dari

beberapa rumah sakit

menunjukan – pasien

membutuhkan: – familiar

– feeling homy

– comfortable

– secure

www.gagasnava.com


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Komunikasi Dokter Ke Pasien

• Komunikasi Persuasif

•

Interaktif (tatap mata)• Kedekatan Sensorik Motorik (>90% bawah sadar), misal: dengan

sentuhan, aroma yang wangi, kelembutan berbicara, dstnya.

• Menggali Kebutuhan dan Keinginannya (yang sebenarnya)

• Tetap beretika

• Harus meyakinkan

• Dokter Pintar namun pasien minder

• Dokter harus sebagai motivator yang baik

• Humoris = merupakan tingkat kecerdasan berkomunikasi paling ting


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Konsep Pemasaran Jasa

goods

comidity

brandservice

experience

Intangible

Values


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Service, Service, Service

Medan Pekanbaru Sura

BalikpMakassarJakarta

Bandung Batam B

Berdasarkan

pengalaman roadshow

talkshow kesehatan di9 kota, sbb:

1) Kesadaran kesehatan

masyarakat ternyata

sudah bertumbuh.

2) Permintaan

pelayananan meningkatseiring kemampuan

daya beli yang naik (BPJS

& Asuransi).

3) Hak memperoleh

pelayananan kesehatan

terbaik.


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Amal dan Komersiil

A good charity works like a good doctor, treating the cause to find the cure. A bad doctor and a bad

charity both treat the symptoms, and end up doing more harm than good.


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Acquisition

Cross-Selling

Up-Selling

Retention

Advocac

O

C

• Database

•

Customers• Members

• Other Devices &

System

• Other Products’

Megatronix

• Upgrading

• Expansion

• Development

• Member Since

• Seniority Privilege

• Member Get MProgram

•Developing thMarketing Pla

Rp. Join program Rp. Buying or using

other products(seminars,

merchandising, etc)

Rp. Increasing

volume &

frequency

Rp. Stay along

Rp. Satisfied,

other fr

Program Loyalitas Pasien - ACURA

ASOSIASI KOMUNITAS


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(6) Communal

Activation

(5) Marketing

Channel

Development

(2) Customer Database

Management

Acquisition(3) Contact Center

Mem

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Treatment & Activation

• Acquiring Data

• Acquiring Customer (end users/channels)

• Acquiring Member

• Data Entry• Validation• Updating• Treatment• Persuasive Selling• Consumer Insight

• Benefit D

• Registrati

• Point Rew

• Welcome• Merchand

• Birthday P

• Program S

• Monthly CRM Activation• Yearly CRM Activation• Direct Selling Activities

- campus to campus, office to office, mall to mall, etc.

(1) Loyalty Program

(4) Direct Marketing

• SMS blast, e-newsletter (email blast), mobile cont• Instant Messenger (BBM, WA, etc)• Social Media (Facebook, Twitter, Path, Youtube, I• Mobile Apps• Direct Mail, newsletter, brochure, flyers

SCRM (Social Customer Relationship Management)

CRM Marketing PR


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Bermula Dari Lingkungan Terdekat

• Mengejar

peluang

denganberbagai

macam

strategi.

Sementara

peluang di

depan mata

terabaikan.

• Case:

RSPI & SOS.


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“Pemasaran Tradisional” (berbagi pengalaman)


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Dokter Juga Manusia

Tersanjung

• is given social status

•pekerjaan mulia

• terhormat

• comfort zone

Kalau sakit ke dokter

Kalau besar mau jadi dokter

Rigid, prosedural, seperti robot

Kalau ada perilaku dokter yang tak pantas?

Dokter pacaran, dokter selingkuh?

Dokter ikut demo?

Dokter harus selalu berpenam

• rapih,

• dan harus kelihatan

• (meya

Berbicara h

• khari

• berw

• terlihat

•

• membuat orang n

Tulisan dokter jelek old s

Keren terlihat “ gaol ” kalau punya akun facebook, path, instagram, whatsapp, sms,


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Dokter Ideal

PSIKOLOGI

KOMUNIKASI

MARKETING

POLITIK

HUKUM

& ETIKA

SOSIAL

DIGIT

MARKET

AGAM

BUD

“ Tidak mudah menjadi seorang dokter unggulan.Harus menguasai juga di luar ilmu kedokteran”.


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Memasarkan Tanpa Iklan (media elektronik)*1) Send Birthday Cards To Your Patients Every

Year

2) Change Your Parking Place To The Worst One

On The Lot

3) Call Patients To See How They Are Doing

4) Do You Have Website?

5) Collect Your Patients’ Email Address

6) Build A Database Of Your Clients

7) Create A Simple With Patient Success Stories

8) Conduct Patient Focus Group

9) Send Patients A Flower While In The Hospital

10) Create A Patient “Wall Of Fame”

11) Send “Thank You” Notes To Patients Who

Other Patients

12) Convert Your Waiting Room Into A “Learni

Center”

13) Be On Time!

14) Slot For New Patients Each Day (Set Aside

Appointment)

15) Hire A Smiling Face At The Front Desk

16) Put A DVD Player In Every Patient Exam Ro

17) Conduct Educational Seminars In Your Fac

18) Send Patients “Take Out” Dinners After Th

Leave The Hospital

19) Invite Local Office Managers To A Luncheo

Assess Your Service

20) Create A “Happy Patient” List

Source: www.youtube.com

Published on Apr 10, 2013

Dr. John P. Barrett, Jr. and Alan Gassman are the presenters in this 30 minute webinar

k kl


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Memasarkan Tanpa Iklan (media elektronik)*

Source: www.youtube.com

Published on Apr 10, 2013

Dr. John P. Barrett, Jr. and Alan Gassman are the presenters in this 30 minute webinar

21) Send Patients A Copy Of Their Office Notes After Each

Visit

22) Host A Golf Tournament For Patients

23) Hire A “Mystery Shopper”

24) Offer Early Morning And Early Evening Hours Once Per

Week

25) Create A Brochure That Highlights Your Patient

Satisfaction Outcomes

26) Use A Lobby Video To Market Your Services

27) Remove The Frosted Glass Window From Your

Reception Area

28) “Flag” All New Patient Charts So Everyone Makes A

Fuss

29) Institute A “No Gum Chewing” Policy In Your Office

30) Remove All Clocks From Your Waiting Room

31) Recognize And Reward Staff Who Exh

Extraordinary Customer Service

32) There Is No Music So Sweet… As Your

Name

33) Get Away Refrigerator Magnets With

Name And Phone Number

34) If You Must Have Magazines in Your Lo

35) Train Staff To Use A Consistent Phone

Greeting

36) Send Satisfaction Survey To Your PatieAnd Act On The Results!

37) Keep Your Act Clean!

38) Have Staff Wear Team Shirts And Nam

39) Hire A “Door Knocker”

40) Print “Credo Cards” And Have Your St

Carry Them Each Day

J k K d k


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Jokes Kedokteran


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REMINDING:

“Meyikapi Perubahan Sangatlah Penting!”

P b h I d t i Bi i


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Perubahan Industri Bisnis

(OTT

(long lasting)

(best LED te

P b h L i


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Perubahan Lainnya

* linear changes

* non-linear changesbefore after

K l h P Y L l


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Kelemahan Pemasaran Yang Lalu

“Pemasaran adalah proses sosial dan

manajerial dengan mana seseorang ataukelompok memperoleh apa yang mereka

butuhkan dan inginkan melaluipenciptaan dan pertukaran produk dan

nilai.” (Kotler, 1986 : 5)

Apa yang

mereka

butuhkan dan

inginkan?

? X

Ternyata Marketetahu apa yang m

butuhkan dan ing

KARENA mereka m

TIDAK SESUAI den

yang mereka lak

sebenarnya

Yang Kita Tah Sekarang


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• Old Paradigm – Rational Model :

Yang Kita Tahu Sekarang…

• New Paradigm – 4 ways we use

Penggunaan Neuromarketing


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Penggunaan Neuromarketing (negara-negara maju)

Product & ServicesBrand Advertising

Shopping Online Entertainment

Inovasi & Pengembangan Produk


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Inovasi & Pengembangan Produk

Gojek Google iPhone

April Mop - 2016


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Contact Us:

Sinkrohouse

Jl. RS Fatmawati No 14-15

Cilandak Barat, Jakarta Se

P: +62 81 1960 5136

F: +62 21 7590 3422

www.sinkromark.com

M: +62 811 899 574

1. tn. bambang - merangkul hati pelanggan - strategic marketing for doctors 7 mei 2016

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