• Mardiah Mardiah Hospital Administration Postgraduate Program, Faculty of Public Health, Universitas Indonesia
  • Sulistiadi Wahyu Hospital Administration Postgraduate Program, Faculty of Public Health, Universitas Indonesia


Background: The significant growth of hospital both of private and public hospital, additions requiring productive marketing strategy to sustained and increase consumers. Concept of 7p was developed from concept of 4p to create transparent communication between hospital and its customers. The given information will become the reason for customers to make their health related decision. This review is to see the role of each 7p concepst (person, place, promotion, physic, price, product and proses) in marketing and maintaining of hospitals.

Methods: Full articles available at PubMed and Google Scholar, published from 2010-2018, and the student thesis were considered to explore the hospital marketing with mix marketing approach.

Results: Of 412 full articles available at the searching tools, 10 articles have been selected for further discussion and analysis. From the results, it is noted that the 7p concepts of the costumer satisfactions present significant effects to the customers’ trust to the hospital.

Conclusion: This systematic review even only answer four out of seven P concept including proses, promotion, person and product, the findings may present the references to the hospital marketing in delivering the significant result for increasing customers’ satisfaction.

Keywords: Marketing mix, hospital marketing, customers’ satisfaction.


Radulescu Violeta, Health Marketing Contribution to the Sustainable Development of Society, the International Journal of Academic Research in Business and Social Sciences, 2012 ;2 (11)1, 351-358

Trisnantoro Laksono and Listyani E, Jumlah Rumah Sakit Perkembangan Rumah Sakit Umum (Total of Hospital In Indonesia and Growth Of Public Hospital), Acces from https:// >rsi, at June 30, 2019.

Ala Edin Muhamad Khalaf, et all. The Impact of Marketing Mix Strategies on Hospital Peformance Measured by Patient Satsfaction, Analysis Empirical Investigation on Jedah Privat Sector. Hospital Senior Manager Perspective, International Journal of Marketing Studies , 2013: 5 (6), 210-227.

Chen Chuan-Biau , Effect of the Hospital Marketing Promotion on Costumers' Choice of Hospitals Consumers, the Journal of Human Resources and Advertise Learning, 2011 ; 7,( 2), 156 - 167

Ekrich Donald W , Sclesinger Warren, An Application of the Marketing Concept in Health Care Services Planing Case Report, Journal of Management and Marketing Research, Vol. Pp. 1-9

Bahskar Lakshmi , Naga Satish Kumar, et all, Relationship Marketing - A Lucratif Hospital Marketing Strategy, IOSR of Business and Management, 2012 ; 3, (6), 46-48

Julie George, Manita D Shah, The Marketing Mix For Low Cost Health Care, International Journal Research Granthaalayah , 2017 ; 5, 1-8.

Bobeica , Marketing Planing in Health Care Industry, Annals of the Constantinism University of Targu Jiu , Economic Series, 2013 ; 2, 1-7

Herni JA, , Patient Loyalty to Health Care Organizations: Relationship Marketing and Satisfaction, International Journal of Management and Marketing Research, 2014 ; 7, (2), 39- 56.

Srenivas, T , Srinivasaro B, Srinivas a Rao, An Analysis on Mix Marketing in Hospitals, in International Journal on Advanced Research in Management and Social Sciences, 2013; 2, (4), 1-21.

Rafferty Joe A, Marchand Gerry, Reed Allison, Independent Factor to Increase Access to Hospital Role . Journal of Management & Marketing in Health, 2016 , 2-12

Purvitasari Diana, Pengaruh Bauran Pemasaran Terhadap Kepuasan Pasien Rumah di Rumah Sakit Menggala Kabupaten Tulang Bawang Lampung Program Manajemen Fakultas Ekonomi dan Bisnis Universitas Lampung, Tesis, 2018. (Influence Marketing Mix To Satisfaction of Patients in Menggala Hospital Tulang Bawang Distric, Lampung Province, Post Graduate of Manajement Economics and Bussines Faculty, Lampung University, Thesis, 2018)



How to Cite

Mardiah, M., & Wahyu, S. (2019). THE ROLE OF HOSPITAL MARKETING MIX TO THE SELECTION OF THE HOSPITAL CONSUMER. Proceedings of the International Conference on Applied Science and Health, (4), 1065–1071. Retrieved from