Marketing Strategies to Achieve Competitive Advantage and Increase Patient Visits at the Kidang Rangga Clinic

Abstract

The phenomenon occurring at Kidang Rangga Clinic, located in Rengasdengklok, Karawang, is a consistent decline in the number of patient visits over the past three years. Internal marketing mix constraints, such as prolonged patient waiting times, sub-optimal utilization of digital systems, and limited parking facilities, pose major challenges for the clinic. This study aims to analyze the internal and external environments, formulate appropriate and efficient marketing strategies, and increase patient visits at Klinik Kidang Rangga. This research employs a qualitative approach with a case study design. Eight key informants were selected through purposive sampling, consisting of management executives, administrative staff, the head of outpatient care, patients, and patients' families. Data were collected through field observations, in-depth interviews, and documentation studies. Data analysis utilized the Miles and Huberman interactive model combined with matrix tools, including the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), Internal-External (IE) Matrix, SWOT Matrix, and Grand Strategy Matrix. The IFAS evaluation yielded a score of 2.97 and the EFAS scored 2.85, reflecting a strong internal position prepared to navigate a competitive external environment. Based on the synthesis of the SWOT and Grand Strategy matrices, the strategic action formulation falls into Quadrant I, which dictates a growth strategy executed through market penetration, product development, and market development. By regularly optimizing internal strengths and capturing external market potential, Klinik Kidang Rangga can strengthen its competitive advantage and increase patient visit trends in the Rengasdengklok, Karawang region.