Market Segmentation Analysis of Non-Mental Outpatient Health Services at Menur Mental Hospital East Java Province

Abstract

Introduction: Nowadays it is increasingly difficult for hospitals to rely solely on word of mouth to attract patients. It is important for hospitals to segment their markets to choose the most appropriate marketing strategy and suit the interests of each segment. However, market segmentation is one of the things that hospitals know least about. Purpose of the study: to determine market segmentation based on the characteristics of health service users in the non-mental outpatient clinic of Menur Mental Hospital, East Java Province. Research Methods: This type of research is quantitative research with a cross sectional approach. The population is non mental outpatients at Menur Mental Hospital, East Java Province. The sample was 99 respondents. The sampling technique is purposive sampling. The data collection technique uses a questionnaire. Data analysis used a non hierarchical cluster test. Research Results: shows that market segmentation in the non-life outpatient clinic of Menur Mental Hospital is divided into three segments. Segment I is hospital care maximizer, segment II is hospital care minimizer, segment III is hospital care aversion. Conclusion: The market segmentation at Menur Mental Hospital, East Java Province which has high motivation and perception is segment II.