Research Paper
Year: 2022 | Month: September | Volume: 9 | Issue: 9 | Pages: 48-62
DOI: https://doi.org/10.52403/ijrr.20220906
Hospital Business Strategy in the Era of National Health Insurance at Asysyifaa Leuwiliang Hospital
Eka Yusniawati, Arif Imam Suroso, Amzul Arifin
School of Business, IPB University
Corresponding Author: Eka Yusniawati
ABSTRACT
This research was conducted at Asysyifaa Hospital, Leuwiliang, Bogor Regency and in general this study aims to determine the right business strategy so that the hospital business can continue to grow and develop amid its support for the successful implementation of the National Health Insurance (JKN). BPJS Kesehatan is part of JKN which is a government policy in the health sector and aims to realize the implementation of providing decent health insurance for all Indonesians. The strategy that has been implemented by Asysyifaa Hospital Bogor needs to be developed based on the Business Model Canvas (BMC), IE Matrix, SWOT Analysis, and the four framework approach on the Blue Ocean Strategy, so that a new business model is obtained. Data were collected by interviews with informants. The selection of informants is determined through purposive sampling techniques. In addition data were obtained through questionnaires with the same informants, and a study of the literature. Several new strategies were successfully formulated and outlined in several elements of the business model of asysyifaa Hospital. Such improvements need to be developed and maintained in accordance with current conditions.
Keywords: SWOT analysis, business model canvas, hospital industry, National Health Insurance (JKN), business strategy, blue ocean strategy.
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