Studi Segmentation, Targeting, Positioning (STP) pada Bauran Pemasaran Produk Klinik Eksekutif Rumah Sakit Gigi Mulut pada Masa Pandemi COVID-19

This study aims to analyze segmentation, target market and position in the product marketing mix of executive clinic Oral Dental Hospital (RSGM) X Jakarta City. The method used is descriptive quantitative. results showed that segmentation analysis, most visits were women productive age, predominantly from outside DKI area, dominant payments out pocket insurance, type service was service. Targeting analysis shows best determination strategy for RSGM multi-targeting. Strengthening positioning at can be done by prioritizing superior products, brand attributes quality services provided. In conclusion, prioritizes with adjustments health protocols through strategies concepts supported right mix.
 Keywords: Market Position, Segmentation, Target