Development of Marketing Strategies with Digital Enhancements to Increase Patients’ Buying Decision in a Fertility Center
Journal Title: International Journal of Current Science Research and Review - Year 2024, Vol 7, Issue 06
Abstract
Infertility is a significant global concern, affecting a substantial portion of the adult population. Defined as the inability of a married couple to achieve pregnancy after 12 months of regular unprotected intercourse, its prevalence is increasing worldwide. According to the World Health Organization’s 2023 data, one in six adults experiences infertility, with notable variations across income brackets. Indonesia also faces this issue, affecting 10–15% of reproductive-age couples. This research examines the critical role of marketing strategies, specifically the 7Ps marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process), in influencing consumer buying decisions in fertility centers. The study aims to identify key factors that significantly impact patient choices and propose strategic improvements to enhance patient acquisition and retention. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), this research evaluates the relationship between marketing mix components and patient decisions. The findings highlight the importance of competitive pricing, effective promotion, high-quality staff, and efficient service processes in attracting patients. Additionally, it underscores the need for facility improvements, continuous service quality enhancement, and ensuring access to fertility centers. Furthermore, the role of digitalization in enhancing marketing strategies is critical. Incorporating digital tools and AI can significantly improve patient engagement, streamline administrative processes, and provide personalized care. By leveraging digital platforms for promotions, virtual consultations, and patient follow-ups, fertility centers can enhance their reach and service efficiency. This integration of digital solutions is crucial for staying competitive in a rapidly evolving healthcare market. This study provides actionable insights for fertility centers to refine their marketing strategies, including digitalization to improve patient acquisition and retention.
Authors and Affiliations
Aurelia Puspaningrum, Prawira Fajarindra Belgiawan, Mohammad Hamsal,
Keywords
Related Articles
- EP ID EP736961
- DOI 10.47191/ijcsrr/V7-i6-30
- Views 74
- Downloads 0
Strategic Business Adaptations and Growth Opportunities for Cahya Bali Resort in Bali’s Competitive Coastal Environment
This research analyzes the strategy adaptation and growth opportunities for Cahya Bali Resort in a high-competitive property industry in Bali. The research focuses in identifying factors that influence customers’ purchas...
The Shift of Philippine Architectural Media toward Digitalization (2018-2023)
This research examines how Philippine architectural communication experienced a renewal after the pandemic crisis. First, through a shift from the country’s flagship architectural magazine, BluPrint, toward a personally...
Data Analytics for Decision-Making in Evaluating the Top-Performing Product and Developing Sales Forecasting Model in an Oil Service Company
This study addresses the strategic challenges faced by a company specialising in the manufacture of oil and gas equipment. Following organisational restructuring, which involved the dissolution of one business unit and t...
Quality Control and Quality Assurance of The BPK’s Audit of Regional Government Financial Statements Fiscal Year 2022 (Case Study at AKN VI)
The Audit Board of the Republic of Indonesia (BPK) is a state institution mandated to audit management and accountability of state finances. One of the objects of Audit’s BPK is the Financial Statements of Regional Gover...
Approaching the ASSURE Model and Proposing a Teaching Process for Mathematics Using AI Chatbots Combined with Gamification in a Self-Regulated Learning Framework
The ASSURE model is a method for designing and implementing lessons developed to optimize the teaching and learning process, particularly in integrating educational technologies. This model assists teachers in creating h...