The fast growth of hospital industry in Indonesia, particularly in the capital city of Jakarta, makes it imperative for ATMA JAYA HOSPITAL to carry out improvements and adjustments in order to maintain its self-reliance without denying its characteristics and the mission it carries as a Catholic hospital. One of the improvements to be performed by the ATMA JAYA HOSPITAL is the idea of provisioning Medical Care for elderly people.
To guarantee the success of this idea, a feasibility study should be carried out.
The scope of this study covers only a part of the feasibility study, it is the market aspect. This study aims at finding out whether there is a possibility for a potential market for the development of medical care for elderly people in ATMA JAYA HOSPITAL.
It is a descriptive, analytical study of secondary data on medical visits made by residential and non-residential patients aged 55 years and above to the medical ward of the ATMA JAYA HOSPITAL during 1993.
The result of the study indicates that there is potential market on Penjaringan District in North Jakarta, and Grogol Petamburan, Tambora and Cengkareng Districts in West Jakarta. The strengths and opportunities of ATMA JAYA HOSPITAL enable the potential market to expand to the other districts of Jakarta.
Based on the result, a conclusion is derived that the market aspect supports the idea of developing a medical care for elderly people in ATMA JAYA HOSPITAL.
To determine its realization, it is suggested that thorough investigation into the other aspects of the feasibility study , viz. : the financial, technical, organizational, managerial, environmental, legal / governmental regulation, social political and cultural aspects be carried out.
If all the supporting aspects contribute the idea of developing a medical care for elderly people in ATMA JAYA HOSPITAL , the next step to be taken is to develop the marketing mix with the consumer target. |