Abstract :

Infertility is a significant global concern, affecting a substantial portion of the adult population. Defined as the inability of a married couple to achieve pregnancy after 12 months of regular unprotected intercourse, its prevalence is increasing worldwide. According to the World Health Organization’s 2023 data, one in six adults experiences infertility, with notable variations across income brackets. Indonesia also faces this issue, affecting 10–15% of reproductive-age couples. This research examines the critical role of marketing strategies, specifically the 7Ps marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process), in influencing consumer buying decisions in fertility centers. The study aims to identify key factors that significantly impact patient choices and propose strategic improvements to enhance patient acquisition and retention. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), this research evaluates the relationship between marketing mix components and patient decisions. The findings highlight the importance of competitive pricing, effective promotion, high-quality staff, and efficient service processes in attracting patients. Additionally, it underscores the need for facility improvements, continuous service quality enhancement, and ensuring access to fertility centers. Furthermore, the role of digitalization in enhancing marketing strategies is critical. Incorporating digital tools and AI can significantly improve patient engagement, streamline administrative processes, and provide personalized care. By leveraging digital platforms for promotions, virtual consultations, and patient follow-ups, fertility centers can enhance their reach and service efficiency. This integration of digital solutions is crucial for staying competitive in a rapidly evolving healthcare market. This study provides actionable insights for fertility centers to refine their marketing strategies, including digitalization to improve patient acquisition and retention.

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Keywords :

7Ps, Consumer Buying Decisions, Fertility Centers, Healthcare, Marketing Mix Strategies

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References :

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