ABSTRACT
Hospitals undergo changes that were formerly social-based became social-business activities at present. As a result of financial difficulty of donors as well as of rapid technological development so that the hospital operation requires high cost. Therefore, hospitals need to be managed professionally. Here the role of marketing is very important and it should always be relevant to the current condition.
Panti Waluyo hospital is a private hospitals with 114 beds and its management is run by YAKKUM social institution. This study was conducted to evaluate effectiveness of marketing in Panti Waluyo hospital so that it could provide inputs for the hospital management in deciding its marketing system.
This study was conducted at Panti Waluyo hospital using Kotler-model questionnaires. Primary data were obtained using questionnaires while secondary data were obtained from the medical records. Data were analyzed using Kotler\u27s criteria, namely, answers of the questionnaires graded between 0 to 30 and the grades showed the marketing effectiveness.
The result included five attributes such as customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation and operational efficiency. The result showed that the marketing effectiveness at Panti Waluyo hospital was still poor as seen from the questionnaires\u27 answers that iri average were scored 11 in the medium category.
Keywords: evaluation â effectiveness â hospital marketing
