OPTIMALISASI PENGELOLAAN RUMAH SAKIT MELALUI PENDEKATAN PEMASARAN INTI: SEBUAH TINJAUAN LITERATUR SISTEMATIS TENTANG PENINGKATAN PENGALAMAN PASIEN
DOI:
https://doi.org/10.58268/eb.v5i1.247Kata Kunci:
pemasaran inti, PENGELOLAAN RUMAH SAKIT, PENGALAMAN PASIEN, KEPUASAN PASIEN, TINJAUAN LITERATUR SISTEMATIS, Core Marketing; Hospital Management; Patient Experience; Patient Satisfaction; Systematic Literature Review.Abstrak
Di tengah sengitnya persaingan di dunia layanan kesehatan, rumah sakit kini dituntut untuk tidak hanya berfokus pada aspek klinis semata, melainkan juga merangkul pendekatan holistik yang menempatkan pasien sebagai pusat perhatian. Tinjauan literatur sistematis ini hadir untuk mengupas tuntas, menganalisis, dan menyatukan berbagai literatur yang menyoroti peran strategis pemasaran inti dalam mengoptimalkan pengelolaan rumah sakit demi peningkatan pengalaman pasien. Dengan panduan PRISMA, kami melakukan pencarian komprehensif pada basis data Semantic Scholar, PubMed, Scopus, dan Google Scholar untuk artikel yang diterbitkan antara Januari 2016 hingga Januari 2026. Sebanyak 35 studi memenuhi kriteria inklusi dan data-datanya kami ekstrak. Hasil penelitian ini jelas menunjukkan bahwa pemasaran inti, yang meliputi orientasi pasien, manajemen hubungan, pengelolaan reputasi, pemasaran internal, dan segmentasi pasar, secara signifikan berkontribusi pada peningkatan komunikasi, empati, efisiensi proses, lingkungan fisik yang mendukung, serta kepuasan dan loyalitas pasien. Beragam metode pengukuran pengalaman pasien, seperti survei kepuasan, SERVQUAL, dan PREMs, terbukti krusial untuk memantau seberapa efektif strategi ini berjalan. Meskipun penerapan pemasaran inti dihadapkan pada berbagai tantangan, seperti resistensi budaya dan keterbatasan sumber daya, namun peluang yang dibukanya, terutama melalui pemanfaatan teknologi digital dan personalisasi layanan, sungguh sangat menjanjikan. Tinjauan ini secara tegas menyoroti betapa mendesaknya bagi para manajer rumah sakit untuk mengadopsi filosofi pasien-sentris dan berinvestasi dalam pelatihan staf serta teknologi guna menciptakan pengalaman pasien yang superior. Untuk penelitian di masa depan, kami menyarankan fokus pada studi intervensi, perbandingan lintas budaya, dan dampak teknologi baru.
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Hak Cipta (c) 2026 Imam Sutrisno, I Nyoman, Hanna Maria, Irwanda Irwanda, Ivana Yolanda, Acep Rohendi
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