Experiential Marketing Analysis in Shaping Patient Revisits: A Qualitative Study at Asa Medika Kademangan Clinic
DOI:
https://doi.org/10.58174/ijqmr.v1i4.43Keywords:
Experiential Marketing; Patient Revisits; Health Services; Qualitative Analysis.Abstract
This study aims to analyze how Experiential Marketing elements shape patient revisits at Asa Medika Clinic, South Tangerang. With almost 98.3% of Indonesia's population covered by BPJS Kesehatan, patients now have greater freedom in choosing first-tier health facilities. The overall patient experience is an important factor in shaping revisits. This study uses an exploratory descriptive qualitative approach with thematic analysis following the framework. Data were collected through in-depth interviews with 15 informants, observations. The results of the study identified 7 main themes that show that the five dimensions of Experiential Marketing (Sense, Feel, Think, Act, Relate) play a significant role in shaping repeat visits. Dimension Sense creates a positive first impression through the cleanliness and comfort of the facility which is rated very well by all informants. Dimension Feel is the main value driver with the friendliness and empathy of the staff that builds strong emotional bonds. Dimension Think promotes trust through clear medical communication and comprehensive health education. Dimensity Relate shows good service efficiency with responsive digital services, despite the challenges of waiting time during crowded conditions. Dimensi Relate strengthens long-term relationships through a very strong personal and word-of-mouth approach. The intention of revisits reached 100% with all informants expressing their willingness to return and recommending the clinic
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