manajemen pemasaran apoteker 2014

7/25/2019 Manajemen Pemasaran Apoteker 2014

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Manajemen Pemasaran

Pelayanan Farmasi-Prodi Apoteker

Angga Prawira [email protected]

2014
mailto:[email protected]:[email protected]


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Tujuan Pembelajaran

Mahasiswa mampu:

1. Memahami penggunaan dan praktik

pemasaran dalam pelayanan kesehatan.

2. Memahami tujuan dari pola pikir dan

perencanaan pemasaran dalam organisasi

pelayanan kesehatan.


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Pendahuluan

Pemasaran digunakan dalam usaha penjualan

obat, alkes dan lain-lain (bidang farmasi

industri).

Pemasaran tidak hanya untuk organisasi profit

Bagaimana pemasaran di UKM/P dasar dan

lanjutan????

Di bidang kerja farmasi lainnya???


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Contoh

Virtually every hospital places ads in newspapers

and magazines to tout its facilities and services.

Some hospitals run community health programs.

Some hospital CEOs appear on talk shows. All ofthese efforts go toward building their brand.

Managed care organizations (MCOs) develop

health insurance products and use marketingtools to vie with other companies inpromoting

themselves to employers and their employees.


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New physicians seeking to open their own practices

use marketing to help determine good locations,

attractive office designs, and practice styles that will

attract and retain new patients. The American Cancer Society, American Heart

Association, and other associations turn to social

marketing to encourage more people to adopt

healthier life styles, like quitting smoking, cutting

down on saturated fats in their diet, and increasing

exercise.


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Definisi

Pemasaran = marketing (to market)

Pemasaran adalah Menurut William J.Stanton, pemasaran adalah suatu sistem

keseluruhan dari kegiatan-kegiatan bisnis yangditujukan untuk merencanakan, menentukanharga, mempromosikan, dan mendistribusikanbarang dan jasa yang memuaskan kebutuhanbaik kepada pembeli yang ada maupunpotensial.


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Pemasaran merupakan semua proses

(planning, pricing, promoting, distributing,

dan selling) yang digunakan untuk

menentukan dan memenuhi kebutuhan

pelanggan dan perusahaan. (American

Marketing Association (AMA))


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Marketing is an organizational function and a

set of processesfor creating, communicating,

and delivering value (CCDV) to customers

and for managing customer relationships in

ways that benefit the organization and its

stakeholders


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Contoh

A physician puts out an advertisementdescribing his

practice in the hope of attracting new patients.

A hospital builds a state-of-the-art cancer centerto

attract more patients with this affliction. A health maintenance organization (HMO) improves

the benefitsof its health plan to attract more

patients.

A pharmaceutical firm hires more salespeopleto

gain physician acceptance and preferencefor a new

drug.


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The American Medical Association lobbies

Congress to gain support for a new bill.

The Centers for Disease Control and

Prevention (CDC) runs a campaignto get more

peopleto get an annual flu shot.

Health Canada develops a campaignto

motivate more Canadians to exercise more

and eat healthy foods.


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Hasil yang Dicapai

Pembelian (a purchase of a product or service)

Perubahan kesadaran (an increased

awareness, interest, or preference toward an

offering or supplier)

Perubahan perilaku (a change in behavior)

Perubahan pilihan (a vote or expression of

preference of some kind)


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Tools

1. STP

2. CCDVTP

3. Marketing mix4. 4As


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`


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Segmenting

An organization first discovers different

needs and groups in the marketplace.


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Second, it targets those needs and groups

that it can satisfy in a superior way.


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Then it positions its offering so that thetarget market recognizes the organizations

distinctive offering and image.


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Jenis Segmentasi

1. Demografis

2. Psikologi

3. Perilaku4. Business market

5. Sequential


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(Kotler, 2012)


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Sumber Data Demografis


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Di Indonesia??


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Psychographics is the science of using

psychology and demographics to better

understand consumers.

In psychographic segmentation, buyers are

divided into different groups on the basis of

1. Lifestyle

2. Personality

3. Values


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VALS type you are by going to SRIC-BIs Web

site (www.sric-bi.com).


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In behavioral segmentation, buyers are

divided into groups on the basis of their

1. Knowledge of

2. Attitude toward

3. Use of

4. Response to a product


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Many marketers believe that behavioral

variablesoccasions, benefits, user status,

usage rate, loyalty status, buyer-readiness

stage, and attitude

are the best startingpoints for constructing market segments.


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Caranya??

Data primerKuesioner

Teori dari:

Satisfaction Brand loyalty

Activity

Attitude

behavior


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Targeting

Once the firm has identified its market segment

opportunities, it has to decide how many and

which ones to target


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Positioning

Positioning is what you do to the mind of the

prospect

How??

Do differentiation!


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Tugas 1

Diskusi Kelompok1. Bahan bacaan eBook Social marketing for public health :

global trends and success stories, hal 279-304

2. Satu kelompok tentang peran farmasis menggunakan

pemasaran sbg alat dalam menyelesaikan masalah Hepatitis

(presentasi)

3. Satu kelompok lainnya tentang peran farmasis menggunakan

alat/teori lainnya dalam menyelesaikan masalah Hepatitis

(presentasi)

4. Kelompok yg menggunakan alat pemasaran melakukan:

1. SWOT analysis

2. STP analysis

3. Marketing mix analysis


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Rencana Pemasaran


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Capability

People Skills

Money

Facilities

Market

Systems

Buatlah analisis tentang pesaing


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Bauran Pemasaran

Alat yang digunakan pemasar dalam

memperkenalkan nilai dari objek

pemasarannya


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T


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Tugas

Diskusi Kelompok1. Bahan bacaan eBook Social marketing for public health :

global trends and success stories, hal 107-125

2. Satu kelompok tentang peran farmasis menggunakan

pemasaran sbg alat dalam menyelesaikan masalah TB

(presentasi)

3. Satu kelompok lainnya tentang peran farmasis menggunakan

alat/teori lainnya dalam menyelesaikan masalah TB

(presentasi)

4. Setiap kelompok melakukan:1. SWOT analysis

2. STP analysis

3. Marketing mix analysis


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TERIMA KASIH


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Pustaka

1. Holford, David A. 2003. Marketing for

Pharmacists. American Pharmaceutical

Association. Washington DC.

2. Hong Cheng, Philip Kotler, Nancy R. Lee.

2009. Social marketing for public health :

global trends and success stories.

3. Kotler, Philip. 2008. Strategic marketing forhealth care organizations: building a

customer-driven health system. United

manajemen pemasaran apoteker 2014

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