BAURAN PROMOSI RUMAH SAKIT UMUM DAERAH DALAM MENINGKATKAN BRAND AWARENESS

Abstract

Hospital marketing communication is crucial for promoting hospitals to achieve profit and ensure business sustainability. Marketing in hospitals is challenging as it must adhere to rules and professional codes of ethics while also considering business aspects. Therefore, hospital marketing approaches need to be adapted from general business marketing concepts, requiring unique promotional strategies to provide distinctive value compared to competitors. Effective marketing communication strategies will enhance a hospital's brand awareness. This study aims to examine the implementation of promotional mix elements by RSUD Ciawi Kabupaten Bogor in improving brand awareness. Using a qualitative descriptive method through structured interviews, the study finds that RSUD Ciawi employs five promotional mix elements: Advertising, Sales Promotion, Personal Selling, Direct Marketing, and Public Relations.

Keyword: Brand Awareness, Hospital Marketing Communication, Mix Promotion