Business Strategy for Private General Hospital in Universal Health Coverage Era

• Main Author: Septriana Rosady - 29116244, Dony
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26762
• Institution: Institut Teknologi Bandung

Mitra Anugerah Lestari General Hospital is one of the private hospitals that provide health services in Cimahi City. Post-implementation of the National Health Insurance in 2014, the health care system is changing. Public access to health is increasing. The health financing pattern follows the rules applicable to the Universal Health Coverage Era. The hospital's business strategy is encouraged to adapt to external environmental changes. The condition is to prevent the hospital from any financial or non-financial losses that may occur. <br /> <br /> <br /> <br /> <br /> This research helps the Anugerah Lestari Hospital to analyze internal factors and external factors. Factor analysis is done to provide the right business strategy input to be applied in facing the National Health Insurance Era. Internal factors are analyzed using the analysis of business functions namely marketing, operations, human resources, and finance. External analysis is conducted on political, economic, social, technological, environmental and legal aspects. Then the analysis of internal and external factors using the SWOT matrix to determine the position of the hospital. Fishbone analysis is done to unravel the problems encountered and find the root of the problem. Analytical hierarchy process is used to analyze proposed business alternatives. Alternative strategies are structured according to the priority scale. Program risk management is mapped based on the level of likelihood and magnitude of impacts on hospital targets. A risk mitigation program is prepared as an alternative solution. Budget for implementation of business strategy of Mitra Anugerah Lestari Hospital is prepared. Estimated earnings are calculated to then assess Return on Investment (ROI). The implementation schedule is prepared as a reference for the stages of the implementation of the business strategy program. <br /> <br /> <br /> <br /> <br /> Obtained result value IFAS -40 with value EFAS 20. Position of Mitra Anugerah Lestari Hospital by using Cartesian diagram is in quadrant of weakness and opportunity. Based on analysis using Analytical Hierarchy Process found that the priority of strategic program is to develop marketing program, operational efficiency and cooperation with primary health care facility. Funding requirement of Rp 289,300,000 with an estimated income of Rp 1,497,450,000 or an increase of 21.25% of revenues in 2017. Schedule of early business strategy implementation is conducted for 7 months from June 2018 to December 2018. <br />