Perumusan strategi RSUD. Dr. Moewardi Surakarta untuk membangun keunggulan daya saing dalam industri rumah sakit
SUHARYONO, Harsono, Dr.,M.Sc
2005 | Tesis | Magister ManajemenLingkungan industri rumah sakit terus mengalami perubahan dari sisi lingkungan eksternal maupun internal. Dalam perkembangannya pesaing – pesaing dari luar negeri semakin diberi keleluasaan oleh pemerintah untuk menjalankan usaha di sektor ini, sehingga industri rumah sakit di Indonesia menjadi semakin kompetitif. Rumah Sakit Umum Daerah (RSUD) Dr. Moewardi Surakarta, Propinsi Jawa Tengah sebagai sebuah institusi pelayanan kesehatan milik Pemerintah Propinsi tida k lepas dari pengaruh lingkungan yang sifatnya menekan dan sangat kompetitif tersebut. Untuk mempertahankan keberadaannya, RSUD Dr. Moewardi perlu membangun keunggulan daya saing sebagai penyedia jasa pelayanan kesehatan di industri rumah sakit. Studi ini bertujuan untuk mencari strategi utama serta strategi alternatif bagi RSUD Dr. Moewardi di Surakarta yang dapat diterapkan untuk menghadapi persaingan dan merebut keunggulan daya saing di industri rumah sakit. Penelitian dilakukan dengan melakukan analisis internal yang berupa analisis visi misi, tujuan rumah sakit, analisis struktur organisasi, dan analisis resource/competence bidang keuangan, pemasaran, operasional, sumber daya manusia dan organisasi serta manajemen mutu dan analisis rantai nilai. Analisis eksternal dilakukan melalui analisis karakteristik industri pelayanan kesehatan, analisis key success factors, analisis driving forces industri, analisis strategi group map serta analisis lingkungan industri. Analisis lingkungan industri rumah sakit dilakukan dengan menggunakan five forces of competition dari Michael E. Porter. Hasil penelitian menunjukkan bahwa dari analisis internal dan eksternal, RSUD Dr. Moewardi Surakarta memiliki sumber daya (resource) yang dapat diandalkan dalam usaha mengembangkan pelayanan kesehatan di wilayah Surakarta dan sekitarnya pada khususnya dan Jawa Tengah pada umumnya. Dari formulasi strategi dihasilkan dua strategi generik yang dapat dilakukan sekaligus yaitu strategi kepemimpinan biaya untuk diterapkan pada pengelolaan kelas III dan strategi diferensiasi dapat diterapkan di kelas Paviliun. Selain itu ada beberapa alternatif strategi yang dapat diterapkan yaitu strategi-strategi penetrasi pasar, pengembangan produk, pengembangan pasar , aliansi dengan rumah sakit lain, aliansi dengan laboratorium klinik serta aliansi dengan instansi atau perusahaan lain. Strategi tersebut dapat dipergunakan oleh RSUD Dr. Moewardi Surakarta sebagai dasar guna membangun keunggulan daya saing dalam industri rumah sakit untuk mencapai visi menjadi rumah sakit rujukan pelayanan kedokteran akademik terkemuka di Jawa Tengah pada tahun 2010.
The environment of the hospital industry is changing rapidly, including its external and internal environment. Competitors from overseas welcomed by Indonesian government to investing in this health care business. Indonesian’s hospital industry is getting more competitive to gain the market share. RSUD Dr. Moewardi Surakarta as one of government’s hospitals locates at Surakarta needs the strategy formulation to gain its competitive advantage as a healthcare services provider in hospital industry. This paper planned to find the effective strategy and alternatives that can be implemented by RSUD Dr. Moewardi Surakarta in order to deal with competition and gaining competitive advantage in hospital industry. This research was carried out by asses the company's internal environment whic h are vision, mission and objectives analysis, organizational structure analysis, resources/ competences analysis such as financial, marketing, operational, human resources, organization, quality management and value chain analysis. The external assess was carried out by making analysis to general business environment such as economic aspect, demography, politic, regulations, technology, social and culture, ethic and social responsibilities, and ecology aspect. The hospital industry analysis was carried out by using Porter's Five Forces Analysis, Strategic Group Map , Key Success Factors and Driving Forces Analysis. External and Internal assessment needed to know the key success factors and source of the competitive advantage of RSUD Dr. Moewardi Surakarta in order to formulate the fit and effective strategy in the future. The strategy was formulated by using SWOT analysis. The result of this research showed that RSUD Dr. Moewardi Surakarta has excellent resources to develop the healthcare services into the region of Surakarta and Jawa Tengah. Its has a stabile economic performance, conductive politic atmosphere, support by the government and legislative, a set of clear regulation in forming the hospital, open minded social and culture to the changing environment. Industry assessment showed that hospital industry is highly regulated, labor intensive and sophisticated technology know-how. They are two generic strategic which can be implemented simultaneously, first is cost leadership (low cost producer) strategy that implemented in Class III (economical class) and the second is differentiation strategy that implemented in Paviliun Cendana (VIP class). Besides that, there are many strategies which can be implemented such as market (concentric) penetration, product development, market development and alliance strategy. These strategies can be used by RSUD Dr. Moewardi Surakarta as a basic point for building the competitive advantage in hospital industry in order to gain the vision as an outstanding referral and teaching hospital in Jawa Tengah by the year 2010.
Kata Kunci : Strategi Bersaing,Rumah Sakit,SWOT Analysis, Hospital industry , SWOT Analyis , Porter’s Five Forces, value chain analysis , generic strategy
