NHS International Hospital Branding Image Strategy Through Integrated Marketing Communication

  • Niken Sasadhara Sasmita S2 Media Komunikasi Universitas Airlangga
  • Santi Isnaini Communication Studies, Universitas Airlangga
  • Irfan Wahyudi Communication Studies, Universitas Airlangga
Keywords: Brand Image, National Hospital Surabaya, Integrated Marketing Communication, Health Services, Industrial and Business

Abstract

This article results from research on the brand image strategy carried out by the National Hospital Surabaya (NHS) through integrated marketing communications. This study is on health services bases in the community currently entering the industrial and business era. The main problem arises in-hospital services, which have developed into an industry and are profit-oriented. This problem puts pressure on hospital managers and owners, especially on the cost dimension in private hospitals. Private hospitals must continue to improve management capabilities in carrying out hospital operations with good quality standards to the best compared to other hospitals. The research uses a case study research method with a qualitative approach. Data collection and analysis techniques use observation and in-depth interviews so that they can be analyzed exploratively. The results of this study are the first are there are many reasons why the marketing department of NHS adopts Integrated Marketing Communication (IMC) in their sales strategy. It also happens in the healthcare industry, namely hospitals. One of the reasons that become the basis is that marketers understand and recognize strategies integrating into various communication functions rather than running these communication functions alone. Second,  marketing communication theory becomes the rationale for processing data and analyzing the phenomenon of problems regarding strategic concepts in policy determination to the direction of marketing communication strategies carried out by NHS hospitals. This research concludes that the main problem arises in hospital services, which have developed into an industry and are profit-oriented.  Strategic management skills will become more critical as pressure increases to find future revenue and growth opportunities. These opportunities will come through various combinations of new healthcare products and services, increasing penetration into high-priority market segments, or accessing new markets that are not serving currently.

References

Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit organizations. Pearson/Prentice Hall Upper Saddle River, NJ.

Andrologi, F., & SUGIARTO, Y. (2014). Analisis Pengaruh Brand Image dan Brand Awareness Terhadap Brand Loyalty dan Dampaknya Terhadap Brand Equity. Fakultas Ekonomika dan Bisnis.

Anholt, S. (2010). Definitions of place branding–Working towards a resolution. Springer.

Belch, G., & Belch, M. (2014). The role of new and traditional media in the rapidly changing marketing communications environment. International Journal of Strategic Innovative Marketing, 1(3), 130–136.

Belch, M. A., & Belch, G. E. (2008). Integrated Marketing Communications. The International Encyclopedia of Communication.

Berry, L. L., & Bendapudi, N. (2007). Health care: a fertile field for service research. Journal of Service Research, 10(2), 111–122.

Chahal, H., & Bala, M. (2012). Significant components of service brand equity in healthcare sector. International Journal of Health Care Quality Assurance.

Cindya Yunita, C. Y. P. (2020). Marketing Communication Strategy in Building Awareness Environmental Friendly Products in PT. Virtus Venturama: ( Studi Kasus Pada PT.Virtus Venturama). Jurnal Spektrum Komunikasi, 8(2), 149-158. https://doi.org/10.37826/spektrum.v8i2.89

Dafny, L. (2014). Hospital industry consolidation—still more to come. N Engl J Med, 370(3), 198–199.

Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.

DONAHUE, K. T., & Vanostenberg, P. (2000). Joint Commission International accreditation: relationship to four models of evaluation. International Journal for Quality in Health Care, 12(3), 243–246.

Fan, Y. (2010). Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, 6(2), 97–103.

Gowrisankaran, G., Nevo, A., & Town, R. (2015). Mergers when prices are negotiated: Evidence from the hospital industry. American Economic Review, 105(1), 172–203.

Hermawati, T., Utari, P., & Arifin, H. (2013). Strategi Komunikasi Pemasaran Rumah Sakit Sebagai Upaya Peningkatan Publisitas. J Spirit Publik, 1–16.

Hoskisson, R. E., Wan, W. P., Yiu, D., & Hitt, M. A. (1999). Theory and research in strategic management: Swings of a pendulum. Journal of Management, 25(3), 417–456.

Hughes, G., & Fill, C. (2007). Redefining the nature and format of the marketing communications mix. The Marketing Review, 7(1), 45–57.

Kotler, P., Shalowitz, J. I., & Stevens, R. J. (2008). Strategic marketing for health care organizations: building a customer-driven health system. John Wiley & Sons.

Kristiyono, J. (2019). KOMUNIKASI GRAFIS Dilengkapi Panduan Teknis Desain Layout dengan Aplikasi Software Grafis InDesign.

Kristiyono, J., Patriagama, M. R., Atma, A., Septyan, I., Hanafi, R., & Asrori, H. S. (2021). Pengembangan Digital Branding Kampung Hidropononik Medokan Ayu Surabaya. Prapanca: Jurnal Abdimas, 1(1), 46–59.

Lipiäinen, H., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business and Industrial Marketing, 30(6).

Nabilah, R. Z. G., Bintoro, D. K., Indrawan, Y. R., & Hariyanti, N. (2020). Gastrodiplomasi Sebagai Strategi Pengembangan Potensi Pariwisata Yogyakarta. CHANNEL: Jurnal Komunikasi, 8(1), 37–42.

Neuman, W. L. (2014). Basics of social research. Pearson/Allyn and Bacon.

Teisberg, E. O., Brown, G., & Porter, M. E. (1994). The Key to Health-Care Reform: Innovation, Information, and Competition. Antitrust L. & Econ. Rev., 25, 63.

Varey, R. J. (2002). Marketing communication: Principles and practice. Psychology Press.

Vinodhini, Y., & Kumar, B. M. (2010). Brand equity in hospital marketing. International Journal of Management Prudence, 1(2), 89.

Yin, R. K. (2011). Applications of case study research. sage.

Yin, R. K. (2012). Case study methods.

References

Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit organizations. Pearson/Prentice Hall Upper Saddle River, NJ.

Andrologi, F., & SUGIARTO, Y. (2014). Analisis Pengaruh Brand Image dan Brand Awareness Terhadap Brand Loyalty dan Dampaknya Terhadap Brand Equity. Fakultas Ekonomika dan Bisnis.

Anholt, S. (2010). Definitions of place branding–Working towards a resolution. Springer.

Belch, G., & Belch, M. (2014). The role of new and traditional media in the rapidly changing marketing communications environment. International Journal of Strategic Innovative Marketing, 1(3), 130–136.

Belch, M. A., & Belch, G. E. (2008). Integrated Marketing Communications. The International Encyclopedia of Communication.

Berry, L. L., & Bendapudi, N. (2007). Health care: a fertile field for service research. Journal of Service Research, 10(2), 111–122.

Chahal, H., & Bala, M. (2012). Significant components of service brand equity in healthcare sector. International Journal of Health Care Quality Assurance.

Dafny, L. (2014). Hospital industry consolidation—still more to come. N Engl J Med, 370(3), 198–199.

Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.

DONAHUE, K. T., & Vanostenberg, P. (2000). Joint Commission International accreditation: relationship to four models of evaluation. International Journal for Quality in Health Care, 12(3), 243–246.

Fan, Y. (2010). Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, 6(2), 97–103.

Gowrisankaran, G., Nevo, A., & Town, R. (2015). Mergers when prices are negotiated: Evidence from the hospital industry. American Economic Review, 105(1), 172–203.

Hermawati, T., Utari, P., & Arifin, H. (2013). Strategi Komunikasi Pemasaran Rumah Sakit Sebagai Upaya Peningkatan Publisitas. J Spirit Publik, 1–16.

Hoskisson, R. E., Wan, W. P., Yiu, D., & Hitt, M. A. (1999). Theory and research in strategic management: Swings of a pendulum. Journal of Management, 25(3), 417–456.

Hughes, G., & Fill, C. (2007). Redefining the nature and format of the marketing communications mix. The Marketing Review, 7(1), 45–57.

Kotler, P., Shalowitz, J. I., & Stevens, R. J. (2008). Strategic marketing for health care organizations: building a customer-driven health system. John Wiley & Sons.

Kristiyono, J. (2019). KOMUNIKASI GRAFIS Dilengkapi Panduan Teknis Desain Layout dengan Aplikasi Software Grafis InDesign.

Kristiyono, J., Patriagama, M. R., Atma, A., Septyan, I., Hanafi, R., & Asrori, H. S. (2021). Pengembangan Digital Branding Kampung Hidropononik Medokan Ayu Surabaya. Prapanca: Jurnal Abdimas, 1(1), 46–59.

Lipiäinen, H., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business and Industrial Marketing, 30(6).

Nabilah, R. Z. G., Bintoro, D. K., Indrawan, Y. R., & Hariyanti, N. (2020). Gastrodiplomasi Sebagai Strategi Pengembangan Potensi Pariwisata Yogyakarta. CHANNEL: Jurnal Komunikasi, 8(1), 37–42.

Neuman, W. L. (2014). Basics of social research. Pearson/Allyn and Bacon.

Teisberg, E. O., Brown, G., & Porter, M. E. (1994). The Key to Health-Care Reform: Innovation, Information, and Competition. Antitrust L. & Econ. Rev., 25, 63.

Tresnawati, Y. (2021). Cinema XXI Brand Activity Using Instagram Social Media in Pandemic Era. Jurnal Spektrum Komunikasi, 9(1), 105 - 116. https://doi.org/10.37826/spektrum.v9i1.161

Varey, R. J. (2002). Marketing communication: Principles and practice. Psychology Press.

Vinodhini, Y., & Kumar, B. M. (2010). Brand equity in hospital marketing. International Journal of Management Prudence, 1(2), 89.

Yin, R. K. (2011). Applications of case study research. sage.

Yin, R. K. (2012). Case study methods.

Published
2021-12-29
How to Cite
Sasadhara Sasmita, N., Isnaini , S., & Wahyudi, I. (2021). NHS International Hospital Branding Image Strategy Through Integrated Marketing Communication. Jurnal Spektrum Komunikasi, 9(2), 180-194. https://doi.org/10.37826/spektrum.v9i2.194