New Wave Marketing and Reutilization of Out patient Services at “G” Clinic

Nafra Aziza; Rani Tiyas Budiyanti; Nurhasmadiar Nandini

doi:10.14710/jphtcr.v8i2.28194

DOI: https://doi.org/10.14710/jphtcr.v8i2.28194

New Wave Marketing and Reutilization of Out patient Services at “G” Clinic

Nafra Aziza¹, Rani Tiyas Budiyanti¹, Nurhasmadiar Nandini²

¹Faculty of Public Health, Universitas Diponegoro, Semarang, Jawa Tengah, Indonesia

²Faculty of Public Health,Universitas Diponegoro, Semarang, Jawa Tengah, Indonesia

Received: 26 Jun 2025; Published: 31 Aug 2025.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{JPHTCR28194,
    author = {Nafra Aziza and Rani Budiyanti and Nurhasmadiar Nandini},
    title = {New Wave Marketing and Reutilization of Out patient Services at “G” Clinic},
    journal = {Journal of Public Health for Tropical and Coastal Region},
  volume = {8},
    number = {2},
    year = {2025},
    keywords = {New Wave Marketing, Dimensions, Outpatient Services, Reutilization, Patient Decision.},
    abstract = {   Introduction :   In the competitive healthcare industry, G Clinic has demonstrated successful marketing practices through the New Wave Marketing (NWM) approach, resulting in a 17.4% increase in repeat visits from self-paying general patients. This study aimed to analyze the correlation between NWM dimensions and reutilization of outpatient services at the G Clinic.      Methods  :   A quantitative cross-sectional study was conducted from March to June 2025 at G Clinic, Bekasi City. A total of 110 respondents were selected using accidental sampling. Data were collected through direct interviews (80%) and self-administered questionnaires (20%). Data were analyzed using the chi-square test, with NWM as the independent variable and decision to reuse outpatient services as the dependent variable.       Results  : Most   respondents were young adults (40.9%) and female (65.5%). The majority attained a higher level of education (98.2%). The most common employment status was private sector employment (27.3%). The predominant range of total family income was IDR 5,000,000–IDR 7,999,999 (30.9%).   T  here was a significant relationship between patients' decisions to return and all the NWM dimensions: strategy (p=0.000), tactics (p=0.000), and value-added (p=0.000). This finding highlights the importance of each element in building patient loyalty.    Conclusion  : The three dimensions of New Wave Marketing—strategy, tactics, and value-added— are associated with the decision to reutilize outpatient services at the G Clinic. It is recommended to develop engaging social media content, design service flow infographics, use the WhatsApp Business API, and launch a Patient Experience Highlight program. Other clinics should also showcase service catalogs on social media, monitor digital reviews, and apply consistent brand guidelines.  },
   issn = {2597-4378},   pages = {199--211}  doi = {10.14710/jphtcr.v8i2.28194},
    url = {https://ejournal2.undip.ac.id/index.php/jphtr/article/view/28194}
}

Citation Format:

Abstract

Introduction: In the competitive healthcare industry, G Clinic has demonstrated successful marketing practices through the New Wave Marketing (NWM) approach, resulting in a 17.4% increase in repeat visits from self-paying general patients. This study aimed to analyze the correlation between NWM dimensions and reutilization of outpatient services at the G Clinic.

Methods : A quantitative cross-sectional study was conducted from March to June 2025 at G Clinic, Bekasi City. A total of 110 respondents were selected using accidental sampling. Data were collected through direct interviews (80%) and self-administered questionnaires (20%). Data were analyzed using the chi-square test, with NWM as the independent variable and decision to reuse outpatient services as the dependent variable.

Results: Most respondents were young adults (40.9%) and female (65.5%). The majority attained a higher level of education (98.2%). The most common employment status was private sector employment (27.3%). The predominant range of total family income was IDR 5,000,000–IDR 7,999,999 (30.9%). There was a significant relationship between patients' decisions to return and all the NWM dimensions: strategy (p=0.000), tactics (p=0.000), and value-added (p=0.000). This finding highlights the importance of each element in building patient loyalty.

Conclusion: The three dimensions of New Wave Marketing—strategy, tactics, and value-added— are associated with the decision to reutilize outpatient services at the G Clinic. It is recommended to develop engaging social media content, design service flow infographics, use the WhatsApp Business API, and launch a Patient Experience Highlight program. Other clinics should also showcase service catalogs on social media, monitor digital reviews, and apply consistent brand guidelines.

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Keywords: New Wave Marketing, Dimensions, Outpatient Services, Reutilization, Patient Decision.

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In Vol 8, No 2 (2025): Journal of Public Health for Tropical and Coastal Region

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