In today's competitive health care industry, hospital administrators and marketers must determine how important various product/service attributes are to potential consumers and how those attributes influence consumer choice decisions.

Market positioning theories and applications have increased in importance in the marketing community. Positioning has always been present to some degree in the health care field but was done in a relatively unconscious manner -by accident rather than by design. Now with intense competition and the need to define and redefine the image and mission of health care organizations and to add and drop product lines, hospitals must consciously seek to position themselves correctly. Otherwise, their competition may do it.

In this report, positioning strategy is viewed as a strategic tool, which hospitals use to create specific perceptions of their unique attributes and benefits in relation to their competitors. The GFP team extend the process of market positioning in the health care service by utilizing a new research method called Analytic Hierarchy Process (AHP) in order to generate perceptual maps. A marketing mix strategy based on the study findings is then recommended.



Reseach Location: PT. Siloam Gleneagles Health Care Tbk.

Supervisor: Yandhi Mathovani, MM.

Accepted: 16 December 1999.



For IPMI Internal -- Read at library only