SWOT Analysis as the Basis for Marketing Strategy Formulation at RSIA YPK Mandiri Jakarta to Increase Patient Visits in 2016

This study examines the SWOT analysis conducted at RSIA YPK Mandiri Jakarta to develop effective marketing strategies aimed at increasing patient visits. Facing stiff competition within Jakarta’s healthcare sector, the hospital needs to strengthen its position to sustain its operations and growth. By focusing on internal strengths, such as specialized healthcare services in maternity and pediatric care and strategic infrastructure, the hospital can address some of the challenges posed by external factors like low public perception and economic fluctuations. The analysis identifies key weaknesses, including a limited service range and underutilization of hospital resources. Opportunities for collaboration with insurance providers like BPJS and the possibility of expanding service offerings to appeal to a broader demographic are also highlighted. Recommendations include service diversification, digital marketing strategies, and enhancing patient satisfaction through improved care quality. By leveraging its strengths and mitigating threats, RSIA YPK Mandiri is better positioned to boost patient engagement and meet evolving healthcare demands.