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Pengorganisasian Pemasaran

Pengorganisasian Pemasaran. Prepared by Amila Megraini. Pokok Bahasan. Issues in current health care industry Product oriented orgn vs Market oriented orgn Pemasaran : Struktur dan manajemen Perluasan fungsi pemasaran Kunci sukses pengorganisasian pemasaran. Health Care is Changing.

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Pengorganisasian Pemasaran

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  1. Pengorganisasian Pemasaran Prepared by Amila Megraini

  2. Pokok Bahasan • Issues in current health care industry • Product oriented orgn vs Market oriented orgn • Pemasaran : Struktur dan manajemen • Perluasan fungsi pemasaran • Kunci sukses pengorganisasian pemasaran

  3. Health Care is Changing • Government to Private • Doctor centric to patient centric • Local to global • Physical to virtual

  4. We live in different world today • Google to search for information • Ecommerce to search for product • Skype to communicate • Card to pay

  5. What services to offer??? • Best quality of services • ??????

  6. Good Medical Care Good Nursing Care Less Waiting Time Excellent Hospitality Personal Attention Courteous Behavior Affordable Charges Cleanliness Good Coordination Cooperation among the Staff Discipline Communication & Information Transparency in charges and procedures Patient Expectations

  7. How to organize?

  8. Dua model orgn fungsi pemasaran • Product oriented Orgn • Market oriented Orgn

  9. PRODUCT-ORIENTED ORGANIZATION Produk 1 Produk 2 Produk 3 Keperawatan Farmasi Laboratorium Departemen PASAR 1 PASAR 2 PASAR 3

  10. Product Oriented Karakteristik • Fokus pada produk yang dihasilkan oleh organisasi ( strategi mrkt mainly on product) • Pendekatan manajer adalah menentukan nilai ‘keunikan’ sebuah produk dibanding produk lainnya • Umumnya dilakukan ‘share staff’, mis: marketing research dan staff operasional, dst

  11. MARKET- ORIENTED ORGANIZATION Pasar 1 Pasar 2 Pasar 3 Spes Anak Spes Jantg Other Keperawatan Farmasi Laboratorium Departemen

  12. Pros - Cons • Pros • Staff yg ditunjuk bertanggung jawab pada semua aspek yang berkaitan dengan pelayanan untuk memberikan kepuasan kepada pelanggan • Continuous Planning • Cons • Seringkali manajer produk tidak mempunyai direct control terhadap operasionalisasi • Inefficient marketing strategy

  13. Market Oriented • Karakteristik • Fokus pada pelanggan • Approach  setiap customer memilki kebutuhan dan keinginan yang berbeda??? • Aktivitas pendukung dilakukan oleh manajer/staf pada masing-masing area pemasaran

  14. Pros - Cons • Pros • Taylor mate • Perubahan yang cepat • Cons • Mahal

  15. Orgn Marketing Success • Pressure to be market-oriented • value to be shared • Capacity to be market oriented • # SDM, $$, Facility…. • Shared vision of market • Clear vision  who the customers? What are the needs? How react?? • Action plan to respond to market • Detailed marketing plan: strategy  markt mix

  16. Pressure to be Market Oriented Capacity to be Market Oriented A Clear shared Vision of the Market Actionable First Steps = + + + Developing Effective Market Orientation Ability to be More Market Oriented

  17. Pressure to be Market Oriented Capacity to be Market Oriented A Clear shared Vision of the Market Bottom of “In” box Actionable First Steps = + + + Pressure to be Market Oriented Capacity to be Market Oriented A Clear shared Vision of the Market Anxiety Frustration Actionable First Steps = + + +

  18. Pressure to be Market Oriented Capacity to be Market Oriented A Clear shared Vision of the Market A Fast Start Actionable First Steps = + + + Haphazard Efforts, False Start Pressure to be Market Oriented Capacity to be Market Oriented A Clear shared Vision of the Market Actionable First Steps = + + +

  19. ?????? Bagaimana bentuk struktur organisasi pemasaran?

  20. Dwn Komisi ceo Kom Medis Marketing Dir PR COO Marketing VP Finance Clinical Serv Manajer PR General Serv mkt mkt HRD Perencanaan Operation dst

  21. Tanggung Jawab bgn Pemasaran • Mengumpulkan informasi yang berkaitan dengan produk, pasar, industri, distribusi, dll • Menganalisis informasi pemasaran • Mengimplementasikan strategi-strategi pemasaran

  22. Organisasi Pemasaran Umum : Dir Admin Mkt Mgr FIN Mgr HRD Mgr Oprs Mgr Purch Mgr Markt Function Mgt Prodct mgt Market Mgt Territorial Mgt

  23. Menciptakan orgn yg berorientasi pemasaran • Dukungan manajemen puncak • Pelatihan pemasaran • Penghargaan pd anggota staf yg berorientasi pasar • Perekrutan yang lebih baik • Penghargaan pd anggota stf yg berorientasi pd pasar • Merencanakan pengembangan pasar

  24. Tugas: • Investigasi 2 RS dengan model fungsi orgn pemasaran yang berbasis Product Oriented dan Market Oriented? Hints: Lakukan wwcr pada kolega anda di 2 RS • Mengapa RS tersebut merepresentasi 2 klasifikasi orgn yang dimaksud dalam product dan market oriented? • Jelaskan argumentasi anda?

  25. TERIMA KASIH

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