TUGAS MATA KULIAH

MANAJEMEN PEMASARAN JASA

“STRATEGI DAN PROGRAM PEMASARAN RUMAH SAKIT”

Rizka Nurul Firdaus

20131030033

MAGISTER MANAJEMEN RUMAH SAKIT

UNIVERSITAS MUHAMMADIYAH YOGYAKARTA

2013

RINGKASAN KASUS

Mayo Clinic has developed one of the most powerfulservices brands in the world and, arguably, theleading healthcare brand in the United States. In a2003 national study, primary decision-makers in UShouseholds were asked what healthcare institutionthey would choose for themselves or a family memberif insurance or finances would enable them to goanywhere for a serious medical problem such ascancer treatment, heart surgery, or neurosurgery.Responses were unaided and Mayo Clinic was notidentified as the study sponsor. As shown in Table 1,Mayo Clinic was mentioned by nearly 19% of respondents

Mayo Clinic dikenal sebagai salah satu penyedia jasa pelayanan kesehatan terbaik dan paling terintegrasi di dunia, terutama di United States of America. Pada studi yang dilakukan di tahun 2003, beberapa survey di lakukan di masyarakat dan

Mayo Clinic profileMayo Clinic is the first and largest integrated,not-for-profit medical group practice in theworld. Doctors from every medical specialtywork together to care for patients, joined bycommon systems and a philosophy of “theneeds of the patient come first.” More than2500 physicians and scientists and 42,000allied health staff work at Mayo Clinic, whichhas sites in Rochester, Minnesota, Jacksonville,Florida, and Scottsdale/Phoenix, Arizona.Collectively, the three locations treat more thanhalf a million people each year. Total revenue in2005 totaled $5.8 billion, with net revenuefrom current activities of $275 million.Medical education and research programscomplement Mayo Clinic's primary focus onclinical medicine. The Mayo Clinic College ofMedicine is composed of five schools, includingthe Mayo Medical School with 190students; Mayo Graduate School, whichoffers doctoral degrees in medical-relatedsciences to 250 students; and the MayoSchool of Graduate Medical Education, whichprovides advanced training to more than2200 resident physicians and clinical fellowseach year.Biomedical research at Mayo Clinic spans thespectrum from basic science to clinical research,with the primary focus on translationalresearch that takes the findings of basicresearch into clinical practice. Most MayoClinic physicians participate in some researchactivity. More than 7000 research projects areunderway at any time; in 2005, more than5000 new research proposals were reviewed.Annual research funding is over $400 million,

with a third of that from Mayo Clinic fundsand donors, and just over half from theNational Institutes of Health and other governmentsources.