NEW BUSINESS STRATEGY OF HOSPON HEALTH CARE BASED ON ADOPTION FACTOR OF CARE AT HOME SERVICES IN INDONESIA

• Main Author: Naufal Syafrun, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71633
• Institution: Institut Teknologi Bandung

The demand for value, shifts in consumer behavior, patients' needs, and a highly competitive market are driving many healthcare providers to seek new, more effective methods of improving care delivery. It involves making services easier to access by caring at home. Several factors might influence the adoption rate of Care at Home. Which home-based services can best meet the patient's physical, behavioral, and social requirements must first be determined. However, numerous barriers to the current use of home healthcare developments in Indonesia exist. The goal of this study is to identify critical adoption factors for patients who want to use services and to create a strategic positioning for HOSPON to gain a competitive advantage. This conceptual research framework is done using the Analysis, Formulation, and Implementation (AFI) framework of strategic management. This research method uses qualitative and quantitative methods, with data collection carried out online and offline using in-depth interviews and questionnaires. The data was analyzed using content analysis and the Analytical Hierarchy Process (AHP) to determine the critical adoption factor of home healthcare services using four and sixteen criteria, respectively. The AHP is a methodical framework that establishes a hierarchical structure with interdependent layers, analyzes the weight of various aspects, and evaluates potential courses of action depending on the structure already in place. The AHP has been used to prevent contradictory situations in medical research. As a result, the interview data should be presented in quantitative form, which is how AHP ensures the consistency of its findings because the statements in qualitative interviews may be weighted. Home healthcare services are identified as having four main stakeholders, i.e., patients, providers, policymakers, and payers. Integrating these four stakeholders is the most important thing to do to determine what factors should be developed and implemented to increase the adoption factor. Economic viability and law, professional capabilities, patient needs, and breadth of services are some of the factors that influence patient awareness and trustworthiness in using home healthcare services. From this research, it is determined that the insurance payment scheme, clear regulation, and fulfilling the patient's needs are the most important factors in the adoption of the services. Third-party reimbursement payments, patient protection, efficiently delivered care, comprehensive health services, and clear regulation are the most important sub-criteria factors in adoption. The differentiation strategy, which is explained in the five major elements of the strategy diamond model in its application and focuses on health preventive care, health maintenance care, and post-acute care to operate in the high geographic mobility area to target the premium market with patients who are aware of their medical needs, is the business solution from the research-based strategy formulation and the generic business strategy that is implemented. This is accomplished by leveraging the ecosystem's work effect to ensure payment and patient protection while also increasing value creation. The strategy's goal is to maximize existing organizational capabilities to create a comprehensive, end-to-end consumer experience that will accelerate the adoption of care-at-home services. From the results of this study, each stakeholder can use this research as a basis for making decisions to determine organizational steps to increase the adoption rate of care at-home services, dissect regulations, and implement the most effective payment schemes for home healthcare services.