Patient Segmentation: An Analysis Based on Demographic Characteristics, Geography, and Patient Behavior
Abstract
Market segmentation is one of the strategies to understand the target market that can be controlled by the hospital so that the hospital can design the right program to maximize the health services provided to patients. This study aims to analyze hospital market segmentation based on the demographic, geographic, and behavioral characteristics of patients. This study used a descriptive survey approach involving 155 outpatients at Royal Prima Medan Hospital. Data were collected using a questionnaire consisting of closed-ended questions. Data were analyzed by calculating the proportion of patient characteristics to obtain a market segmentation picture. The results of the analysis show that majority of patients who utilize health services are female, 31-40 years old, married, college educated, work as private employees and earn between Rp. 2,500,000 to Rp. 5,000,000 per month. Majority of respondents spent less than Rp. 500,000 per month on healthcare and were from Medan City. Majority of patients take more than 60 minutes of travel time and travel more than 15 km to reach hospital. Majority of respondents showed a loyal attitude and stated that they would choose the hospital if they needed to seek treatment again and recommend health services at the hospital to others.
Abstrak: Segmentasi pasar menjadi salah satu strategi untuk memahami pasar sasaran yang bisa dikuasai oleh rumah sakit, sehingga rumah sakit dapat merancang program yang tepat dalam memaksimalkan pelayanan kesehatan yang diberikan pada pasien. Studi ini bertujuan untuk menganalisis segmentasi pasar rumah sakit berdasarkan karakteristik demografi, geografi, dan perilaku pasien. Studi ini menggunakan pendekatan survey descriptive yang melibatkan sebanyak 155 pasien rawat jalan di Rumah Sakit Royal Prima Medan. Pengumpulan data menggunakan kuesioner yang terdiri dari pertanyaantertutup. Data dianalisis dengan menghitung proporsi karakteristik pasien sehingga diperoleh gambaran segmentasi pasar. Hasil analisis menunjukkan mayoritas pasien yang memanfaatkan layanan kesehatan adalah berjenis kelamin perempuan, berusia 31-40 tahun, sudah menikah, berpendidikan perguruan tinggi, bekerja sebagai pegawai swasta, dan berpenghasilan antara Rp. 2.500.000 hingga Rp. 5.000.000 per bulan. Mayoritas responden mengeluarkan biaya kesehatan kurang dari Rp. 500.000 per bulan dan berasal dari Kota Medan. Mayoritas pasien membutuhkan waktu perjalanan lebih dari 60 menit dan menempuh jarak lebih dari 15 km untuk mencapai Rumah Sakit Royal Prima Medan. Mayoritas responden menunjukkan sikap loyal dan menyatakan akan memilih rumah sakit tersebut jika perlu berobat kembali dan merekomendasikan jasa pelayanan kesehatan di rumah sakit tersebut kepada orang lain. Informasi ini dapat membantu penyedia layanan kesehatan dalam menyusun strategi layanan yang lebih efektif.
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