Strategi Manajemen Pemasaran Jasa Kesehatan dalam Membangun Loyalitas Pasien di RSUD Karawang
Studi Kasus pada Rumah Sakit Publik BLUD
DOI:
https://doi.org/10.59680/anestesi.v4i3.2568Keywords:
Marketing, National Health Insurance, Patient Loyalty, Public Hospitals (BLUD), Relationship MarketingAbstract
Background: The transformation of Indonesia's healthcare system following the National Health Insurance (JKN) implementation since 2014 has compelled public hospitals under Regional Public Service Agency (BLUD) status to navigate dual pressures between financial independence and social service obligations. Despite the global paradigm shift toward relational marketing, a significant literature gap persists regarding public hospitals in developing countries operating under national health insurance schemes. Objective: This study aims to describe health service marketing management strategies in building patient loyalty at RSUD Karawang as a BLUD institution. Methods: A qualitative approach with a single instrumental case study design grounded in constructivist interpretivism following Yin (2018) was employed. Data were collected through in-depth interviews with 18 purposively selected informants, comprising 8 management and staff informants and 10 patient informants, conducted from April to May 2026. Results: Three intertwined main constructs were identified: (1) adaptive-contextual relational marketing strategies, (2) patient loyalty built through the accumulation of institutional trust via consistent service interactions and perceived equity of access, and (3) organizational culture as a critical mediator between management-level strategy formulation and frontline service implementation. Conclusion: The health service marketing ecosystem at RSUD Karawang is shaped by an inseparable configuration of three constructs, constituting a unique pattern that transcends conventional commercial marketing models. These findings provide policy recommendations for sustainable patient loyalty management in public BLUD hospitals.
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