CREATING OF THE FIRST DEGREE HEALTH CARE SERVICES AT RUMAH SAKIT UMUM CIBABAT CIMAHI USING CANVAS STRATEGY AND FOUR ACTION FRAMEWORK FROM BLUE OCEAN STRATEGY

• Main Author: Edyaningsih (NIM 291 04 175), Triniyanti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6852
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Cimahi, a six-year-old city (established in 2001), has only three districts, but it has 335 companies with 36,798 labors. This makes Cimahi a city of industry. One of the facilities provided by the companies is health care services for employees and their family covering a husband or a wife and two children. It means that the companies have obligation to provide health care services for 147,192 people. If the sickness rate is 15%, 22,078 people are supposed to get sick every month, and 5% of them are supposed to be hospitalized due to their sickness. Providing health care services for company employees is enormous business opportunity. Rumah Sakit Umum Cibabat Cimahi is, in fact, the only public hospital, but there are two private hospitals and one military hospital. As a result, the competition is tough. Nowadays the hospitals basically provide second degree health care services, that is, services which are conducted by specialized doctors, and hospitalized patients as a result of referral from private general practice doctors who conduct first degree health care services ( Red Ocean ). There are two kinds of first degree health care services for company employees. Firstly, health care services conducted by private general practitioners who make cooperation directly with company, and secondly health care services for company employees trough insurance company. Seeing the enormous opportunity in first degree health care services for company employees, Rumah Sakit Umum Cibabat Cimahi intends to make breakthrough in providing services which have never been offered by any other hospitals. In this final project, using Blue Ocean Strategy, research is conducted to determine costumer satisfaction level on first degree health care services provided by private general practitioners and by insurance company. The result will be used to create a strategic plan, how Rumah Sakit Umum Cibabat Cimahi should give health care services to company employees, and to observe how companies react on health care services for company employees offered by Rumah Sakit Umum Cibabat Cimahi. Research conducted in two stages. Stage I is a qualitative research. In this stage, explorative data congregation is conducted to explore variables used by companies to determine what kind of first degree health care services for company employees they desire. In stage II, quantitative research is conducted to determine customer satisfaction level on the existing first degree health care services for company employees. The result is used to create a new kind of first degree health care services for company employees by removing, decreasing, increasing and creating frame work to establish customer needs in detail. First degree health care services for company employees based on customer preferences will win the competition, and create a new market space without competition in it. Based on the analysis, nine essential variables are found. The companies believed these variables are very important in selecting first degree health care services for company employees. These variables are: (1) Medicine availability on service location. (2) Duration of services. (3) Locations. (4) Examinations promptness. (5) Examiner capability. (6) Hospitality. (7) Payment assurance. (8) Companys effortlessness in monitoring the services. (9) Issuing of doctors note. From canvassing result, two competitors, first degree health care services for company employees provided by the private general practitioners and insurance company, are found to have the same strategic profile ( Red Ocean ). Therefore, if Rumah Sakit Umum Cibabat Cimahi is eager to win the competition, and create new market space without competition ( Blue Ocean ), it shall put those nine variables at the highest level of services. Moreover, it shall also add new services such as services for pregnancy, dental care, comfortable waiting room and place of services. Furthermore, it shall provide place of registrations separated from common patients, various medicine, laboratory examination, X-ray, dispersion of the service locations. 24-hour service will also be preferable.