PROPOSED BUSINESS STRATEGY FOR PURWODADI ISLAMIC HOSPITAL

• Main Author: Fiqri Fadiah, Almira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67281
• Institution: Institut Teknologi Bandung

The human population continues to increase, human health needs change so that it requires the development of technology and science in the fields of medicine, infrastructure, and market growth. The number of hospitals also increases every year. The private sector dominates the composition of the growing number of hospitals, thereby increasing competition between hospitals. To be able to compete in the quality of clinical services and cost-effectiveness of production, every hospital must provide excellent health services supported by effective administration. As one of the class D private hospitals in Grobogan, Central Java, Purwodadi Islamic Hospital experienced problems with BOR that never reached the standard (60-85 percent) and at the end of 2019, the emergence of a new virus, COVID-19, which caused a decrease in BOR. and patient visits. In fact, one indicator of the fulfillment of health services to the community, especially in hospitals, is the calculation of the Bed Occupancy Rate (BOR). This research was carried by collecting data at the Purwodadi Islamic Hospital using interviews, journals, and direct observation. This study's objective was to analyze the external and internal conditions of Purwodadi Islamic Hospital, which was accompanied by a SWOT analysis so that a strategy could be formulated and poured into a strategy map to increase the hospital's competitive advantage, thereby enhancing BOR efficiency and attracting more patients. Based on the results of the analysis, the cause of the low BOR at the Purwodadi Islamic Hospital was due to the lack of qualified medical personnel and no aggressive marketing carried out by the Purwodadi Islamic Hospital. Therefore, the proposed solution is to increase the competence of human resources and create a marketing team to carry out hospital promotions through digital and conventional marketing.