SCENARIO PLANNING FOR HOSPITAL BUSINESS IN THE MIDDLE OF TELEMEDICINE DISRUPTIONS AND DILEMMA ON BALANCING BUSINESS AND SOCIAL FUNCTIONALITY

• Main Author: Pribadi, Adi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49245
• Institution: Institut Teknologi Bandung

Indonesia, the land for 269 million people, is currently enjoying the digital economy growth through startups bloom. Almost every touch point of Indonesian has been “digitalized,” including the healthcare industry. Digital health services through telemedicine are challenging traditional hospital services, especially outpatient service. The superiority of telemedicine ability even more appreciated during the pandemic coronavirus disease or COVID-19, in which physical meetings were limited. With a contribution to the hospital’s revenue around 30%-45%, the disruption to outpatient services cannot be underestimated. Hospital management needs to develop an adaptive business strategy in uncertain situations. One of the practical strategy frameworks is scenario planning. Using the critical findings in the World Health Organization (WHO) publication, as critical issues for hospital businesses, the results of the research show that the political and legal aspects related to regulations for financing healthcare services, as well as the social aspects regarding disparities of the availability of practicing doctors between large cities and rural areas, are the most important and most uncertain things for the hospital business in the next 5-10 years. The combination of these two aspects becomes the driving force that needs to be taken into account in scenario planning for hospital business. The supportive political and legal issues in financing hospital can be used by hospital business to focus on cost restructuring. Meanwhile, unsupportive political and legal conditions will encourage hospitals to look for new sources of revenue. On the social factors, the disparities of availability practicing doctors will decide the level of competition between hospitals and telemedicine services. A higher gap of disparities will strengthen the advantage of telemedicine, and a lower difference creates equal opportunity for both for becoming the first choice of outpatient services.