The Role of Marketing Mix in Increasing Interest 0f Patient Visit to Hospital in Indonesia: A Systematic Review

Arvita Ajeng Pramushinta,Wahyu Sulistiadi


Health Policy Administration, Faculty of Public Health, Universitas Indonesia



Background: Health services marketing is an integrated approach which consists of mar­­keting principles based on scientific strategies mainly focus on health promotion and service recipients satisfaction. Hospitals need to adopt a market-based model cen­ter­ed on transparency, accountability for outcomes, and customer choice. A useful frame­­work is drawn from the world of retail sales, and incorporates what are known as the 7 P’s of the marketing mix. This study aimed to review systematically  the role of mar­­ket­ing mix in increasing interest and preference of patient visit to hospital in Indo­nesia.

Subjects and Method: This systematic review was a conducted through six steps: (1) Framed a question (based on a theory); (2) Ran a search (on PubMed and BMC, which published articles from 2014 to July 2016); (3) Read the abstract and title of the in­di­vidual papers; (4) Abstract information from the selected set of final articles; (5) De­termined the quality of the information in these articles. This was done using a judgment of their internal validity but also using the GRADE criteria; (6) Determined the extent to which these articles were heterogeneous. The dependent variables were preference and interest visits of patients. The independent variables were product, price, promotion, place, people, process and physical evidence. The inclusion criteria were review, systematic review, clinical review and guidelines. After review process 6 articles were included in this review.

Result: Marketing mix variables including product, price, promotion, place, people, pro­cess and physical evidence were associated with the interest of visiting patients at the hospital.

Conclusion: The optimal application of marketing mix strategies can increase patient in­terest and visit to the hospital.

Keywords: marketing mix, interests, preferences, patients, visiting at the hospital

Correspondence: Arvita Ajeng Pramushinta. Health Policy Administration, Faculty of Public Health, Universitas Indonesia. Email: Mobile: 08995930017.


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