Strategi pemasaran program TB Dots terpadu di RSD dr. H. Koesnadi Bondowoso berdasarkan analisis minat dan SWOT

SUWARJITO, Agus, drg. Dibyo Pramono, SU.,MDSc

2004 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar belakang: Penelitian ini merupakan studi kasus terhadap program TB DOTS yang dilaksanakan secara terpadu sejak bulan Januari 2003 di RSD Dr.H.Koesnadi Bondowoso, yang merupakan rujukan tertinggi bagi pelayanan kesehatan di Kabupaten Bondowoso, selama ini penderita TB yang berobat cukup banyak, akan tetapi pelayanan yang diberikan belum paripurna, dari hasil evaluasi ternyata peran RS terhadap program ini masih kecil sekali, pelayanan yang diberikan belum sesuai standar starategi DOTS. Tujuan: Mengidentifikasi seberapa jauh minat stakeholders internal RS dalam memanfaatkan pengembangan program TB DOTS, serta untuk mengetahui strategi pemasarannya baik kedalam maupun keluar RS dalam jangka pendek dan jangka panjang Metode: Metode yang digunakan adalah dengan wawancara mendalam dan diskusi kelompok terarah terhadap 20 stakeholders internal RS yang terkait program TB DOTS terpadu, data dianalisa secara deskriptif kualitatif untuk menentukan minat berdasarkan sikap, norma subyektif dan pengalaman masa lalu subyek, serta dianalisa secara SWOT untuk menentukan strategi pemasarannya di masa yang akan datang. Hasil dan pembahasan: Dari hasil analisa sikap, norma subyektif dan pengalaman masa lalu semua responden menyatakan berminat tehadap program TB DOTS, penilaian terhadap lingkungan pemasaran program ternyata belum berjalan dengan baik, dari analisa SWOT program ini sangat mungkin dikembangkan dimasa yang akan datang, dan akan dikembangkan dengan membentuk poli paru dan unit DOTS. Kesimpulan dan saran: Manajemen program TB DOTS belum dilaksanakan secara utuh di RS, RS masih menganggap dirinya bagian atau pelaksana dari Dinas Kesehatan dalam menjalankan program ini, dengan bekal minat stakeholders internal RS dan kekuatan lain yang ada diharapkan pelaksanaanya akan lebih baik lagi.saran penelitian strategi pemasaran program ini dapat dikembangkan kepada konsumen eksternal

Background: This research was a case study toward TB DOTS program which was implemented simultaneously since January 2003 in Dr.H.Koesnadi Bondowoso regional hospital which considered as the highest referral for health service in the district of Bondowoso, there were many TB patients who looked for treatment nowadays, and from the result of evaluation it seems that the role of hospital toward this program still very low, as well as the given service was not yet fulfilled the standard of DOTS strategy. Objective: This research was aimed to identify how was the interest of hospital in the development of TB DOTS program, as well as to find out the marketing strategy into or out of hospital in short and long term periods. Method: The method being used in this research was in-depth interview and focus group discussion toward 20 hospital internal stakeholders who were related with integrated TB DOTS program, data was analyzed with qualitative descriptive which aimed to determine interest based on attitude, subjective norms and subject’s past experience, as well as analyzed by using SWOT in order to determine marketing strategic in the future. Result: The result of attitude, subjective norm and past experience analysis showed that all respondents stated interest toward program of TB DOTS, measurement toward program marketing scope was not yet well implemented, and seen from the SWOT analysis; this program could be developed in the future, and will be developed by forming polyclinic of lung and DOTS unit. Conclusion and suggestion: Marketing strategy of TB DOTS program was not yet entirely implemented in Dr.H.Koesnadi Bondowoso regional hospital. This hospital still considered itself as a part from Health District Office of Bondowoso in implementing this program, and with the interest of hospital internal stakeholders and other strengths, it is expected that the implementation of the program will be much better. It is suggested that the program marketing strategy could be developed to the external consumer.

Kata Kunci : Manajemen Rumah sakit, Strategi Pemasaran, Minat dan SWOT