HUBUNGAN KOMUNIKASI PEMASARAN DAN PROMOSI DENGAN KEPUTUSAN MEMILIH JASA LAYANAN KESEHATAN (STUDI PADA RUMAH SAKIT ISLAM LUMAJANG)

Sari

Competition in the business world becomes more intense, confronts the uncertain situation. not a few companies out of business because no longer able to maintain the viability of their business. This phenomenon occurs as a result of the competitive business world competition and each company would like to win the competition. The company's core competition need to be explored in order to create competitive advantage by using the right marketing communication strategy. Companies also need to use your strengths and minimize kelemahana to seize market opportunities. the existence of many rivals in the business world will be able to become a benchmark for the company. in a sense can be a motivation in running the business. it also applies to those businesses in the health services industry, whether it be hospitals, health centers and private practitioners, in order to live and develop the necessary skills and knowledge in strategic marketing communications. Health is one of the basic human needs. Healthy itself is a state of optimal physical, mental and social, and not just limited to the state of being free of any disease or infirmity. the hospital is one part of the health service.

Keywords: marketing communication, promotion, healthcare environment