p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 9 September 2024 http://jist.publikasiindonesia.id/
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3727
SWOT Analysis of the Marketing Mix Strategy of Integrated
Heart Services of PKU Muhammadiyah Gamping Hospital in
the Era of National Health Insurance
Muhammad Aditya Pratama
1*
, Syamsu Hidayat
2
, Rosyidah
3
Universitas Ahmad Dahlan, Indonesia
Email:
[email protected]
1*
, [email protected]
2
,
[email protected]
3
*Correspondence
ABSTRACT
Keywords: marketing
mix strategy, integrated
heart service, SWOT
analysis.
The referral system in the National Health Insurance policy
is a challenge for class B hospitals. This research aims to
analyze the marketing mix strategy for Integrated Heart
Service carried out by the PKU Muhammadiyah Gamping
Hospital in the National Health Insurance era. The research
approach used is qualitative with a case study type of
research. The subjects of this research are internal hospital
informants and were selected based on purposive sampling
criteria, namely those related to the marketing strategy of the
hospital's superior services. Based on the results of the
SWOT analysis, an alternative strategy was obtained,
namely a growth-oriented strategy. This strategy maximizes
the strengths you have to take advantage of existing
opportunities or can also be called an SO (strength-
opportunity) strategy. The strategies resulting from the
SWOT analysis are improving human resources, adding
services, developing facilities and infrastructure, increasing
promotions, collaborating, improving IT systems, providing
HR training and studies, and providing appropriate
remuneration. It is hoped that the results of this research can
be used as a consideration for strategic decisions for the
Cardiac Vascular Center at PKU Muhammadiyah Gamping
Hospital and for other researchers to make strategic priorities
according to hospital needs.
Introduction
The external environment of the business is one of the things that must be
considered because it will be able to affect the growth of an organization such as a
hospital. In Indonesia, hospitals experience global competition with various competitive
and challenging situations, such as government policies, namely the implementation of
National Health Insurance (JKN), national/international accreditation, and the
development of information technology such as digital hospitals that require hospitals to
continue to make changes. In 2015, the World Health Organization (WHO) at its Geneva
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3728
meeting announced that by 2030 the world community will be covered by the health
insurance of each country.
Health insurance is a means of financing expenses for a person's health care.
(Berchick et al., 2019). In the JKN era that began in 2014, hospitals in Indonesia must
continue to improve themselves so that they remain the hospital of choice for people who
need health services. (Karmawan, 2016).
The implementation of the overall health insurance policy on the one hand will have
a positive impact, namely increasing access and the number of public visits to health care
facilities, but on the other hand, this policy has also drained large resources and requires
intensive supervision. (Irwandy & Sjaaf, 2018). For hospitals, the JKN program has had
an impact on major changes in the service and financing system. (Indupurnahayu et al.,
2021). One of the changes to the service system is the implementation of a patient referral
system in stages from primary health services to referral health services.
The implementation of JKN is a challenge for hospitals. This is because there are
rules in the implementation of JKN that must be followed by hospitals that collaborate
with BPJS Kesehatan. One of the rules that is a challenge for hospitals is the tiered referral
system. The implementation of this referral system is an effort to implement quality
control and cost control to reduce unnecessary service costs by increasing the feasibility
and efficiency of services to obtain quality services at an efficient cost. (Ratnasari, 2017).
In addition, the purpose of the tiered referral system is also to strengthen primary health
services that prioritize promotive and preventive, the goal is to realize health-oriented
development through community empowerment, Germas culture, and cross-sector
movements (Ministry of Health of the Republic of Indonesia, 2020).
In its implementation, this tiered referral system starts from primary health services
and is passed on to the secondary and tertiary service levels which can only be provided
if there is a referral from primary or secondary services. (Primasari, 2015). According to
BPJS Kesehatan, class D hospitals are included in the first-level (primary) health services
(BPJS Kesehatan, 2022). Meanwhile, class C hospitals are included in second-level
(secondary) referral facilities and class B and A hospitals are included in advanced
(tertiary) referral health facilities (Fitriadi et al., 2023).
In the era of National Health Insurance, class B hospitals as advanced referral
hospitals experienced a decrease in visits of JKN patients because JKN patients will be
referred to hospitals with classes below them, namely class D or C first (Nugroho et al.,
2017). This is experienced by class B hospitals such as Dr. Pringadi Hospital which has
experienced a decrease in the number of patients by up to 40 percent and Haji Medan
Hospital which has experienced a decrease in revenue of up to Rp1.5 billion due to the
existence of a tiered referral system (Indonesian Health Policy, 2019). This is also
experienced by Bangil Hospital, which has experienced a decrease in patients by 40-50
percent since the increase in hospital class from class C to class B. With these conditions,
class B hospitals must continue to make efforts to increase the number of patients so that
hospital income does not decrease.
Muhammad Aditya Pratama, Syamsu Hidayat, Rosyidah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3729
To face the JKN era, hospital marketing is needed that increase hospital revenue by
increasing the number of patient visits. The purpose of hospital marketing is to learn and
understand the needs and desires of prospective patients to meet these needs with the
highest standards. (Radu et al., 2017).
Marketing strategy is the main approach that will be used by business units in
achieving what has been determined in advance, which contains the main decisions
regarding the target market, product placement, the market of the marketing mix, and the
level of marketing costs required. Likewise with hospitals, to be able to compete in the
present and the future, they must be able to make the right marketing strategy. This
strategy is needed to be able to increase competitiveness among similar companies. The
marketing mix is included in one of the marketing strategies. A marketing mix strategy is
important for a company because the marketing mix is a main consideration for
consumers in making decisions about whether to buy or rent a product or service offered
by the company. (Saleh & Miah Said, 2019). The determination of the strategy requires
planning aspects that include assessing the strengths, weaknesses, opportunities, and
threats that an organization has. (Saputro et al., 2014). According to (Zia et al., 2018),
one of the efforts to find the right marketing strategy for hospitals is to conduct a SWOT
analysis.
The general purpose of this study is to examine the marketing mix strategy of
integrated heart services carried out at PKU Muhammadiyah Gamping Hospital.
The specific objectives of this study are:
1. Examining the strength of integrated heart services at PKU Muhammadiyah Gamping
Hospital.
2. Examining the weaknesses of integrated heart services at PKU Muhammadiyah
Gamping Hospital.
3. Examining the opportunity of integrated heart services at PKU Muhammadiyah
Gamping Hospital.
4. Examining the threat of integrated heart services at PKU Muhammadiyah Gamping
Hospital.
Method
This type of research is qualitative research with a case study design where this
research aims to reveal in detail the phenomenon of strengths, weaknesses, opportunities,
and threats that exist in the Integrated Heart Service of PKU Muhammadiyah Gamping
Hospital today so from the results of the analysis it will be concluded about how the
marketing strategy that should be carried out by PKU Muhammadiyah Gamping Hospital
Integrated Heart Service in the era of National Health Insurance. Qualitative research is
research that tries to understand phenomena in their natural order and context (the real
world is not a laboratory) and does not try to manipulate the observed phenomena one of
its characteristics is that it must involve humans as participants or respondents, the goal
is to explore and understand the meaning of different truths by different people (Sarosa,
2021). Research with a case study design is an empirical inquiry research that delves into
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3730
a phenomenon in real life (Yusriani, 2022). The purpose of the case study research is to
study intensively the background of the current situation of a social unit and
environmental interactions.
Location and Time of Research
This research will be carried out at PKU Muhammadiyah Gamping Hospital. The
implementation of the research will begin in February 2024.
Research instruments and tools
The instrument that will be used in this study is in the form of interview guidelines
and recorded using a recording device. Interview guidelines are used as a reference to
explore information through in-depth interviews. The interview guidelines are created by
the researcher himself. The research tool that will be used to record the interview is a
recording tool.
Data Collection Techniques
The data collection technique used in this study is interviews. Information was
obtained by conducting in-depth interviews conducted by researchers with selected
internal informants of PKU Muhammadiyah Gamping Hospital. The informants were
selected using purposive sampling as the research subject. In qualitative research,
researchers prioritize the selection of samples that are expected or suspected to be able to
provide data and information relevant to the research conducted (purposive). The
purposive sampling criteria used to select informants are related to the marketing strategy
of Integrated Heart Service PKU Muhammadiyah Gamping Hospital and are permanent
employees who have worked for one year. The marketing strategy of the Integrated Heart
Service of PKU Muhammadiyah Gamping Hospital is not only the marketing part but
also involves the service, finance, and also the part related to BPJS Kesehatan, namely
the medical record section. Informants also include various ranks of positions. In addition,
to maintain the quality of qualitative research (including validity and reliability),
triangulation needs to be carried out. The triangulation carried out is data triangulation
where data is collected and used from various sources. In this study, triangulation of data
was obtained from several patients/families of patients.
Data Validity
One of the techniques for checking the validity of qualitative data is by testing
credibility. In qualitative research, the data is declared credible if there is a similarity
between what the researcher reports and what happens to the object being studied.
(Mekarisce, 2020). One of the credibility tests is by triangulation. Triangulation is defined
as data-checking activities, one of which is through various sources. In this study,
triangulation was carried out with various sources, and triangulation of data was obtained
from several patients/patients' families.
Results and Discussion
In the findings of the study, the results of research that have been carried out by
researchers are explained regarding the SWOT Analysis of the Marketing Mix Strategy
of Integrated Heart Services of PKU Muhammadiyah Gamping Hospital in the National
Muhammad Aditya Pratama, Syamsu Hidayat, Rosyidah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3731
Health Insurance Era. The researcher conducted interviews with respondents using a
recording tool on a smartphone and conducted them in various locations or rooms
according to the respondents' agreement. Some prospective patient-waiting respondents
refused to be interviewed, but in the end, the researcher still got five patient-waiting
respondents by offering to other patient-waiting respondents. Respondents were able to
cooperate well with researchers. Able to provide clear, complete, and open information
so that researchers are very helpful in the process of compiling research results. From the
results of the interview, the researcher obtained data that will be analyzed using SWOT
Analysis.
SWOT Analysis
Furthermore, from the findings of the marketing mix above, the strengths,
weaknesses, opportunities, and threats of the Integrated Heart Service of PKU
Muhammadiyah Gamping Hospital can be analyzed. SWOT analysis was carried out to
identify various factors systematically to formulate the Integrated Heart Service strategy
of PKU Muhammadiyah Gamping Hospital. The following are the strengths, weaknesses,
opportunities, and threat factors:
1) Strength
a) Product variables have strengths, namely quality human resources, complete
services, the image of an Islamic hospital and gaining the trust of patients, primary
PCI services, cooperation with BPJS, and 24-hour telephone access services for
referrals from other hospitals.
b) Price variables have the strength of affordable prices, discounts on certain events,
there are various ways to pay.
c) The place variant has strengths, namely the strategic location of the hospital and the
centralized Integrated Heart Service area.
d) Promotional variables have the power of digital promotion and establishing
relationships with other institutions.
e) The physical evidence variant has strength, namely interior design that meets the
aspects of beauty and safety, as well as the appearance of officers by hospital rules.
f) The variables of people have strengths, namely expert and certified human
resources, training for officers, and remuneration by the level of risk and expertise.
g) Process variables have the strength, namely the same patient service process and IT
support, namely the EMR system and mobile link programming.
2) Weakness
a) The product variability has weaknesses, namely the service of the Integrated Heart
Service PKU Muhammadiyah Gamping Hospital has no different service between
one officer and another, especially in the ICCU section there are still those who
have not provided post-service information.
b) The price variable has a weakness, namely the price list that is only explained when
going to perform service actions so that patients cannot access the price list.
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3732
c) The promotion variable has a weakness, namely that it still has not developed
promotions outside of Muhammadiyah Charity and hospitals and first-level health
facilities around PKU Muhammadiyah Gamping Hospital.
d) Process variables have a weakness, namely IT system support that still needs
improvement/development.
3) Opportunity
a) The number of hospitals that have integrated cardiac services is still small in the
Special Region of Yogyakarta and its surroundings
b) no hospital with Integrated Heart Services has access close to major roads and on
the intercity route (Jogja-Central Java) other than PKU Muhammadiyah Gamping
Hospital
c) The number of patients with heart problems in the Special Region of Yogyakarta is
high.
d) The high number of heart patients at Sardjito Hospital creates an opportunity for
PKU Muhammadiyah Gamping Hospital due to the insufficient capacity of Sardjito
Hospital.
e) Many class C and D hospitals and first-level health facilities around the PKU
Muhammadiyah Gamping Hospital area can become referral hospitals for
Integrated Heart Services of PKU Muhammadiyah Gamping Hospital.
f) The number of Muhammadiyah residents and charities in Yogyakarta provides
many opportunities for Integrated Heart Services of PKU Muhammadiyah
Gamping Hospital to promote its services.
4) Threat
a) The number of class B hospitals in the Special Region of Yogyakarta can grow so
that other class B hospitals can have Integrated Heart Services as well.
b) Cooperation with BPJS Kesehatan can be a threat to the Integrated Heart Service
RS. PKU Muhammadiyah Gamping because the policy may change at any time.
c) The low purchasing power of the people of Yogyakarta is a threat to the Integrated
Heart Service PKU Muhammadiyah Gamping Hospital to get general patients.
Alternative strategies resulting from SWOT analysis are presented in Table 1
below.
Table1 SWOT Matrix
SW
Strength
1. Quality human resources
2. Complete service
3. Islamic image of the
hospital
4. Collaborate with BPJS
Health
5. Affordable prices
6. Strategic location and
centralized area
Weakness
1. Services at Integrated
Heart Service are the
difference between one
officer and another
2. Patients cannot access the
price list
3. Promotion for the public
has not yet been carried
out, limited to
Muhammadiyah Charity
Muhammad Aditya Pratama, Syamsu Hidayat, Rosyidah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3733
OT
7. Digital promotion and
establishing relationships
with other agencies
8. Interior design that meets
aspects of beauty and
safety, as well as the
appearance of the staff that
meets hospital standards
9. Expert human resources,
providing training to
officers, and providing
remuneration based on
expertise and level of risk
10. Has IT system support,
namely EMR and mobile
pumping
Business and hospitals and
health facilities around the
PKU Muhammadiyah
Gamping Hospital
4. IT system support that still
needs improvement and
development
Opportunity
1. The number of
Integrated Heart
Services in DI
Yogyakarta is still
small
2. There are no hospitals
with Integrated Heart
Service located on
major inter-city roads
(Yogyakarta-Jateng)
3. The number of heart
patients is high in the
Yogyakarta area
4. The carrying capacity
of RSUP Dr. Sardjito is
lacking
5. There are many class C
and D hospitals as well
as one health facility
near PKU
Muhammadiyah
Gamping Hospital
6. The number of
Muhammadiyah
residents and charities
in DI Yogyakarta
SO Strategy
1. Improve the quality and
quantity of human resources
2. Increase the number of
services and expand the
Integrated Heart Service area
3. Adding facilities and
infrastructure in the
Integrated Heart Service area
4. Increase digital promotions
and direct promotions
5. Collaborate with private
insurance companies and
establish relationships with
large institutions, not only
Muhammadiyah-owned
institutions.
6. Improve the existing IT
system and develop mobile
links and the hospital
website.
7. Conduct training and provide
study opportunities for HR
8. Provide remuneration by HR
responsibilities, risks, and
expertise
WO Strategy
1. Provide a price list that is
easily accessible to
patients
2. Increase promotions
3. Improve IT systems
Threat
1. Class B hospitals in
DIY that can develop
and have new
Integrated Heart
Services.
2. BPJS Health policies
can change at any time
ST Strategy
1. Improve the quality and
quantity of Integrated Heart
Services
2. Create service differentiation
3. Improve good relations and
coordination with BPJS
Health
WT Strategy
Establish relationships with
hospitals and health facilities
around PKU Muhammadiyah
Gamping Hospital.
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3734
ST Strategy
1. Improve the quality and quantity of
Integrated Heart Services
2. Create service differentiation
3. Improve good relations and coordination
with BPJS Health
4. Establish good relationships with the
surrounding community so that loyal
patients can choose Integrated Heart
Service PKU Gamping
3. The low purchasing
power of the people of
DI Yogyakarta poses a
threat to the Integrated
Heart Service of PKU
Muhammadiyah
Gamping Hospital
getting general patients.
4. Growth of hospitals in
DI Yogyakarta
4. Establish good relationships
with the surrounding
community so that loyal
patients can choose
Integrated Heart Service
PKU Gamping
The situation of the position of Integrated Heart Service of PKU Muhammadiyah
Gamping Hospital can be seen in the following Figure 1.
WO Strategy
1. Provide a price list that is easily
accessible to patients
2. Increase promotions
3. Improve IT systems
SO Strategy
1. Improve the quality and quantity of
human resources
2. Increase the number of services and
expand the Integrated Heart Service area
3. Adding facilities and infrastructure in the
Integrated Heart Service area
4. Increase digital promotions and direct
promotions
5. Collaborate with private insurance
companies and establish relationships
with large institutions, not only
Muhammadiyah-owned institutions.
6. Improve the existing IT system and
develop mobile links and the hospital
website.
7. Conduct training and provide study
opportunities for HR
8. Provide remuneration in accordance with
HR responsibilities, risks and expertise
Strength
Threat
Weakness
Opportunity
Figure 1 SWOT analysis diagram
Muhammad Aditya Pratama, Syamsu Hidayat, Rosyidah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3735
Based on the results of the SWOT analysis above, it can be compared that there are
more strengths than weaknesses and opportunities more than threats. The position of the
Integrated Heart Service of PKU Muhammadiyah Gamping Hospital is in Quadrant 1
where this situation is advantageous for Integrated Heart Service Muhammadiyah
Gamping Hospital because it has opportunities and strengths so that it can take advantage
of the existing opportunities. The strategy that must be implemented in this condition is
to support aggressive growth policies (growth-oriented strategy).
Based on this situation, the Integrated Heart Service of PKU Muhammadiyah
Gamping Hospital determines a strategy that can take advantage of existing opportunities
from outside by considering its strengths. The strength of the Integrated Heart Service of
PKU Muhammadiyah Gamping Hospital can be used as a variable that can be controlled
by hospitals in taking advantage of opportunities. The following are alternative strategies
that can be carried out by the Integrated Heart Service of PKU Muhammadiyah Gamping
Hospital, which are as follows:
Improving the quality and quantity of Human Resources
Human Resources (HR) is an important player for services. The strategy for
strengthening a company must increase its human resources. In research conducted by
(Elvana et al., 2022), the most important aggressive growth strategy is to consider human
resources such as adding HR standardization strategies to realize competent human
resources, maintain the competence of hospitals, maintain and improve human resources
by conducting education and training periodically, optimizing reliable human resources
(Elvana et al., 2022).
There are still few hospitals that have Integrated Heart Services and Integrated
Heart Services PKU Muhammadiyah Gamping Hospital has human resources with
specialist doctors, subspecialists, and nurses who have met the number of available beds,
so a strategic effort that can be carried out by Integrated Heart Service PKU
Muhammadiyah Gamping Hospital to take advantage of the existing opportunities,
namely by increasing the number of doctors and nurses as well as non-medical officers.
However, to be able to continue to improve the quality of services, it is not only increasing
the number of human resources but also improving the quality of human resources,
namely by providing further study opportunities for specialist doctors and nurses. In
addition, routinely provide training for officers so that the services provided are even
better. According to Suyadi (2014), improving the quality of services with strategies to
improve and develop existing facilities and infrastructure, as well as holding training
specifically for doctors, nurses, and other workers to improve the quality of human
resources (Fentiana & Ginting, 2020).
Increase the number of services and expand the Integrated Heart Service area.
The high number of heart patients in the Special Region of Yogyakarta and the
insufficient capacity of patients at Dr. Sardjito Hospital can be used for the Integrated
Heart Service of PKU Muhammadiyah Gamping Hospital in getting patients. The strategy
that can be done is to increase the number of services that are more varied and expand the
Integrated Heart Service service area so that the capacity can meet the needs of patients.
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3736
In research conducted by (Dewi, 2023), one of the aggressive growth strategies carried
out is to develop telemedicine services by involving doctors.
Developing facilities and infrastructure in the Integrated Heart Service area
The increase in the number of services and service areas of Integrated Heart Service
PKU Muhammadiyah Gamping Hospital should be balanced with the improvement of
facilities and infrastructure as physical evidence to support these services. The purpose
of developing these facilities and infrastructure will be satisfaction for patients and
visitors. Research conducted by (Mulyasari et al., 2020), an aggressive development
strategy or SO (strength-opportunity) strategy, one of which is optimizing the
infrastructure facilities owned by the hospital, this will foster customer satisfaction with
the services provided and of course will also have an impact on customer loyalty to the
hospital.
Improving digital promotion and in-person promotion
The dissemination of information about the Integrated Heart Service service of
PKU Muhammadiyah Gamping Hospital must be improved. This strategic step is sought
so that the service remains superior to other competitors. Digital promotion that has been
carried out through social media is a good thing to do in the current digital marketing era
and needs to be developed such as optimizing the website so that customers or patients
can access information more easily. The existence of digital promotions makes potential
customers will see the image of the hospital. According to (Dewi, 2023), one of the SO
strategies carried out for promotion is to develop marketing digitalization by utilizing the
hospital's brand image.
Strategies in promotion are not only digital but also need to be promoted in person.
There is an opportunity, namely many class C and D hospitals and health facilities near
PKU Muhammadiyah Gamping Hospital can be used as a purpose to promote Integrated
Heart Services of PKU Muhammadiyah Gamping Hospital so that the hospital and health
facilities can refer patients to the Integrated Heart Service PKU Muhammadiyah
Gamping Hospital. The large number of Muhammadiyah residents and charities in DI
Yogyakarta and its surroundings can also be an opportunity that can be used to become a
customer for Integrated Heart Service PKU Muhammadiyah Gamping Hospital. The
dissemination of information through WhatsApp groups that has been carried out by PKU
Muhammadiyah Gamping Hospital must continue to be carried out.
Cooperate with private insurance companies and establish relationships with large
institutions, not only Muhammadiyah-owned agencies.
According to research conducted by (Elvana et al., 2022), the SO strategy carried
out is to strengthen cooperation and establish cooperation with the government and
private companies where this strategy is a market penetration strategy that aims to achieve
the mission of building networks or alliances. By strengthening and establishing
cooperation with Integrated Heart Services, PKU Muhammadiyah Gamping Hospital can
build a network. Insurances that have collaborated with PKU Muhammadiyah Gamping
Hospital must continue to maintain their relationship and start collaborating with other
private insurances to attract patients who use other private insurance. This is so that the
Muhammad Aditya Pratama, Syamsu Hidayat, Rosyidah
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3737
Integrated Heart Service PKU Muhammadiyah Gamping Hospital does not only depend
on patients who use BPJS Kesehatan. In addition, the Integrated Heart Service PKU
Muhammadiyah Gamping Hospital also needs to improve relations with other
government and private institutions, not only Muhammadiyah agencies, the goal is to
expand the network of Integrated Heart Service PKU Muhammadiyah Gamping Hospital
so that there will be more patients who come.
Improve the existing IT system and develop mobile links and hospital websites.
The IT system supporting the Integrated Heart Service of PKU Muhammadiyah
Gamping Hospital has become an advantage for this service because the IT system in the
form of EMR makes it easier for officers to update the patient's health status because this
system is integrated it can be easily accessed by hospital officers. This system needs to
be continuously improved and developed because it still often experiences errors in data
input and internet connections that are sometimes problematic. In addition, the
development of IT systems, websites, and mobile links also need to be developed to make
it easier for users to access them. Mastari's research (2020), the aggressive growth
strategy carried out is to provide and support technology-based infrastructure
development. For this reason, the importance of today's technology needs, so that a
company will excel, one of which is with the support of technology.
Conduct training and provide study opportunities for HR.
The Integrated Heart Service of PKU Muhammadiyah Gamping Hospital is
currently the only superior service owned by PKU Muhammadiyah Gamping Hospital.
For this reason, as a superior service, human resource development needs to continue to
be carried out so as not to lose to other competitors. So it is necessary to carry out routine
training that will continue to improve the quality of human resources. Study opportunities
also need to be carried out for doctors so that they will be more expert and the ability that
can be done by Integrated Heart Service PKU Muhammadiyah Gamping Hospital is also
increasing.
Provide remuneration according to the responsibilities, risks, and expertise of HR.
An aggressive growth strategy not only focuses on increasing customers but also
needs to maintain and retain good human resources. Remuneration is one of the things
that can increase human resource loyalty to hospitals. Remuneration that is by
responsibilities, risks, and expertise will make the staff feel more valued and will create
a good relationship with the hospital.
Some of these alternative strategies have been determined by previous researchers
by the findings of the SWOT analysis conducted by previous researchers. The situation
and conditions faced by the Integrated Heart Service of PKU Muhammadiyah Gamping
Hospital are almost the same as the previous researchers' research place, but there are new
things that have not happened in previous studies. This means that research on marketing
mix strategies with SWOT analysis is still an interesting topic to research.
The strength of this study is the topic of corporate strategy analyzed with SWOT
analysis is a topic that always brings new things because events in the company's exterior,
in this case, the hospital's condition are constantly changing. Meanwhile, to be able to
SWOT Analysis of the Marketing Mix Strategy of Integrated Heart Services of Pku
Muhammadiyah Gamping Hospital in the Era of National Health Insurance
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3738
survive, hospitals must understand their strengths and weaknesses to be able to take
advantage of existing opportunities and avoid existing threats. So that the results of this
study can be a reference for hospitals with similar conditions, especially for hospitals that
have integrated cardiac services as the hospital's flagship service.
Conclusion
The conclusion that can be drawn from the results of this study is that the Integrated
Heart Service of PKU Muhammadiyah Gamping Hospital has several strengths,
weaknesses, opportunities, and threats that need to be considered for future development.
Its strength factors include quality human resources, complete services, an Islamic
hospital image, cooperation with BPJS Kesehatan, affordable prices, strategic locations,
effective digital promotion, and beautiful and safe interior facilities. In addition, support
from information technology systems such as EMR and mobile applications is also an
advantage in itself.
However, several weaknesses need to be improved, such as the lack of uniform
service between officers, the inability of patients to access the price list, promotions that
are still limited to the Muhammadiyah environment, and IT support that still needs further
development. Based on the SWOT analysis, strategies that can be carried out include
improving the quality and quantity of human resources, expanding Integrated Heart
Service, developing facilities and infrastructure, increasing promotions both digital and
direct, expanding cooperation with private insurance, and improving IT systems. Training
and study opportunities for human resources, as well as the provision of remuneration by
responsibilities, risks, and expertise also need to be considered to improve the quality of
services in the future.
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