Strategi survival :: Studi kasus RSUD Tanjung di Segitiga Emas Kalteng-Kaltim dan Kalsel
SUSENO, Agus, dr. Mubasysyir H., MA
2004 | Tesis | S2 Ilmu Kesehatan MasyarakatLatar belakang penelitian: RSUD Tanjung adalah rumahsakit tipe C dikabupaten Tabalong yang terletak dipertengahan segitiga emas Kalteng-Kaltim dan Kalsel, memiliki potensi yang cukup untuk dikembangkan. Posisi geografis yang strategis, dukungan sumber daya manusia yang memadai, dukungan pemerintah daerah dan ditunjang juga oleh pasar potensial adalah peluang yang sangat besar. Peluang yang ada saat ini masih belum ditangkap dengan baik oleh RSUD Tanjung. Tujuan: Tujuan penelitian ini meneliti survival rumahsakit Tanjung guna memahami seberapa besar kemampuan RSUD Tanjung dalam menangkap peluang tersebut dengan memberdayakan seluruh potensi yang ada. Metode: penelitian ini melalui penelitian kualitatif dengan wawancara mendalam dengan key persons dan stakeholder, focus group discussion, observasi dan didukung data sekunder, penulis ingin memotret kondisi RSUD Tanjung dari berbagai sisi termasuk internal dan analisis SWOT, memotret kondisi serta dinamika stakeholders, dan memotret kondisi pasar (konsumen dan kompetitor) dalam rangka mengetahui dan mempelajari strategi survival organisasi RSUD Tanjung, dan memahami mengapa strategi survival organisasi RSUD Tanjung seperti itu? Dengan melihat kebijakan yang diambil serta keterlibatan kondisi dinamika paradigma stakeholder (Pemda dan DPRD Tabalong) pada saat yang sama. Hasil: Hasil penelitian menunjukan bahwa survival rumahsakit Tanjung masih rendah dan perlu ditingkatkan. Rendahnya survival rumahsakit Tanjung dipengaruhi oleh internal dan enacted perception of environment, regulatory environment serta market environment. Rekomendasi: Pihak yang terkait seperti stakeholders, direktur RSUD Tanjung, key person perusahaan dan tokoh masyarakat duduk bersama untuk membicarakan permasalahan dan mencari solusi serta pengembangan RSUD Tanjung ke depan, khususnya dalam rangka survival dan pemenangan pasar.
Background: Tanjung district hospital is C-class hospital which locates in golden triangle of Center, East, and South Kalimantan that has many developing potential. The strategic position, well supported of human resources, local government, and potential market are huge opportunity for the hospital but not been captured yet. Purpose: This study was aimed to understand the survival strategy of Tanjung district hospital by picturing the condition of hospital from any aspects, i.e. internal perception and SWOT analysis, stakeholders dynamic, and market condition (consumer and competitor) in order to find out and study survival strategy of hospital, and to understand the strategy of hospital. Methods: This was qualitative method with case study design. Analysis unit were Local Government and DPRD of Tabalong district. The Subjects were functionary of Local Government and DPRD’s member of Tabalong district. Data were gathered through in-depth interview with guided by open questionnaire to stakeholders, focus group discussion with the director and staf of Tanjung district hospital, and deep interview with key person in company trough Tabalong distrct. Besides interview, data were gathered from policy documents made by the subject (director and stakeholders). Result: The result of the study showed that Tanjung district hospital survival was low and need to be increased. The low survival of hospital was influenced by internal and enacted perception, regulatory, and market environment. Recommendation: The party that involved in hospital, such as stakeholders, director, key person of the company, and society figure have to discuss the problem and find the best solution for developing Tanjung district hospital in the future, especially for survival and market winning.
Kata Kunci : Manajemen umah Sakit,Strategi,Pemasaran, survival, golden triangle, environment
