Using the Balanced Scorecard for Performance Management

in Digital Marketing
DR. QURRATUL AINI, M.KES
Integrating Traditional and Digital Marketing
Suistainable Marketing Enterprise
PCS CIRCLE

• We should continuously balance our value propositions to our

three main stakeholders: people, customers and shareholders.
That is why we also call it the PCS Circle.
• Once you design our architecture, we should market it to the
right targets. We should identify, acquire and keep the right
people in the competency market, the right customer in the
commercial market and the right shareholder in the capital
market.
PCS CIRCLE

•PEOPLE VALUE
•CUSTOMER VALUE
•SHARE VALUE
The Scorecard of Superior Value

• The Scorecard is needed to ensure that you have delivered a

superior value to your main stakeholders.
• It is a controlling and monitoring tool to guarantee your excellent
value.
• We strongly argue that by controlling and monitoring the
scorecard continuously, the sustainability of your stakeholders’
value will be optimally managed.
4 PERSPEKTIF BSC
01 Perspektif Finansial
 Growth (tumbuh berkembang),
 Sustain (bertahan),
 Harvest (panen).

02 Perspektif Customer
 Kelompok inti
 penunjang.

03 Perspektif Bisnis Internal

 Inovasi
 Proses operasi
 Proses penyampaian produk atau jasa

04 Perspektif Leaning&Growth
 Kepuasan karyawan
 Kemampuan sistem informasi.
Building a strategy map
Tujuh Langkah Pembuatan BSC
Tolok Ukur Kinerja
Balanced Scorecard
Hospital Marketing Unit
Contoh Rencana
Pemasaran klinik
dengan pendekatan
BSC
Contoh Rencana Pemasaran klinik
dengan pendekatan BSC
2 METODE SURVEI

•SURVEI NPS
TRANSAKSIONAL
•SURVEI RELASIONAL
 THANK YOU
Penggunaan pendekatan BSC dalam rencana operasional diharapkan dapat
memotivasi personil untuk berpikir dan bertindak strategis, serta
menghasilkan sasaran strategis yang terukur