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All Journal Proceedings of the International Conference on Applied Science and Health Jurnal ARSI : Administrasi Rumah Sakit Indonesia
Puspita, Dewi Citra
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Decision Sciences, Operations Research & Management Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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STRATEGY FORMULATION FOR HOSPITALS IN REMOTE AREAS: CASE STUDY OF X HOSPITAL, WEST BORNEO PROVINCE, INDONESIA, 2019 Puspita, Dewi Citra; Bachtiar, Adang
Proceedings of the International Conference on Applied Science and Health No 4 (2019)
Publisher : Yayasan Aliansi Cendekiawan Indonesia Thailand (Indonesian Scholars' Alliance)

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Abstract

Background: Located in remote area, X Hospital is facing various challenges as a private non-profit class C hospital. Therefore, it needs to develop an appropriate strategic plan for the year 2020-2024 to overcome challenges and achieve its vision. This study is aimed at identifying the strengths, weaknesses, opportunities and threats from internal and external strategic factors, determine strategic positioning, and formulate alternative strategies for X Hospital.  Method: This is a preliminary study with qualitative - exploratory design. Data were collected through in-depth interviews, group discussions and observation. The interviews were conducted with 7 key informants holding strategic management positions. This study was conducted in two in-depth stages using Consensus Decision Making Group (CDMG) method to avoid bias. Data were analyzed using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrixes at the input stage and Internal External (IE) and Threat Opportunity Weakness Strength (TOWS) matrixes at the matching stage. This study was conducted at X Hospital, West Borneo Province, Indonesia, from March to April 2019. Results: The IFE final score was 2.38 with strength (1.68) greater than weakness (0.70) and EFE score of 2.16 with threats (1.10) greater than opportunities (1.06). Such input stage results indicate that X Hospital has average response in utilizing its internal and external strategic factors where strengths are more prominent than weaknesses but the threats are still overshadowing its opportunities. Consequently, the results of matching stage place X Hospital on the position of hold or maintain strategies and formulate 11 alternative strategies that focus on market or product development. Conclusions: X Hospital is currently on a strategic position to develop its services as the basis for the five-year strategic planning. A new policy should be made to encourage the establishment of a network with private hospitals to promote healthcare in remote areas. 
Analisis Pengaruh Bauran Pemasaran Terhadap Rumah Sakit Publik dan Privat: Systematic Review Edithia, Tiara; Ditya, Tantri Puspa; Puspita, Dewi Citra
Jurnal ARSI : Administrasi Rumah Sakit Indonesia
Publisher : UI Scholars Hub

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The types of healthcare services available to patients in general may be divided into two categories – public and private hospitals. Mix-marketing element is a marketing approach that may be used to evaluate factors that affect patient tendency to choose one type of healthcare service. Aims: identify factors that affect patient tendency to choose public and private hospitals. This study implemented the Preferred report items for systematic reviews and meta-analysis (PRISMA) method. Literature search in PubMed and Google Scholar using the keywords mix-marketing element, private hospital, and public hospital resulted in six studies that use the mix-marketing element with a combination of the 7 P factors (7P), including Product, Price, Promotion, Place, People, Process, and Physical Evidence. One research found two categories of factors patient tendency to choose a hospital, including People and Product. Meanwhile, the second study showed the relationship between price and physical evidence with the tendency to choose public hospitals, whereas the tendency to choose private hospital is affected by product, place, promotion, and personnel. In general, the elements people, process, and healthcare services from the mix-marketing method affects patient tendency to choose both, public and private hospitals, though all seven factors in the mix-marketing method showed to influence the tendency to choose public and private hospitals.
Co-Authors Adang Bachtiar Ditya, Tantri Puspa Edithia, Tiara