DAFTAR ISI

Halaman

KATA PENGANTAR ........................................................................................................................... i

DAFTAR ISI ........................................................................................................................................... iii
DAFTAR TABEL ................................................................................................................................... vi
DAFTAR GRAFIK ................................................................................................................................ vii
RINGKASAN EKSEKUTIF ................................................................................................................ viii

BAB I PROFIL ORGANISASI ................................................................................................... 1

A. Latar Belakang .......................................................................................................... 1
1. Sejarah Singkat ................................................................................................. 2
2. Landasan Hukum ............................................................................................. 3
3. Tujuan Menjadi Badan Layanan Umum Daerah ....................................... 5
B. Visi .............................................................................................................................. 7
C. Misi ............................................................................................................................. 7
D. Nilai - Nilai ................................................................................................................ 7
E. Hubungan Strategis ................................................................................................ 8
F. Resiko ......................................................................................................................... 9
G. Produk / Jasa ............................................................................................................. 9
H. Fasilitas Tersedia ..................................................................................................... 10
I. Cara Menjual Produk .............................................................................................. 11
J. Kekayaan Intelektual .............................................................................................. 11
K. Lokasi ......................................................................................................................... 12
L. Lingkungan ............................................................................................................... 12

BAB II ANALISISI LINGKUNGAN BISNIS ........................................................................... 14

A. Analisis Lingkungan Eksternal ............................................................................. 14
1. Profil Pasar ......................................................................................................... 14
2. Peta Persaingan ................................................................................................. 15
3. Anggaran Pemerintah Daerah untuk RS dr. Sobirin ................................ 16
4. Analisis Ketersediaan Tenaga Medis ........................................................... 17
B. Analisis Lingkungan Internal ................................................................................ 18
1. Aktivitas Pelayanan ......................................................................................... 18
a. Pelayanan Gawat Darurat ..................................................................... 18
b. Pelayanan Rawat Jalan .......................................................................... 19
c. Pelayanan Rawat Inap ........................................................................... 21
d. Pelayanan Bedah/Operasi ...................................................................... 22
e. Pelayanan Penunjang ............................................................................. 23
1. Pelayanan Farmasi ........................................................................... 23
2. Pelayanan Radiodiagnostik ............................................................ 23
3. Pelayanan Laboratorium ................................................................ 24

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 4. Pelayanan Rehabilitasi Medis ....................................................... 25
5. Pelayanan Gizi .................................................................................. 26
6. Pelayanan Hemodialisa ................................................................... 26
2. Aktivitas Pendukung ....................................................................................... 27
a. Budaya Organisasi .................................................................................... 27
b. Struktur Organisasi .................................................................................. 28
c. Sumber Daya Keuangan .......................................................................... 29
d. Sumber Daya Manusia ............................................................................. 30
e. Sumber Daya Teknologi .......................................................................... 30
f. Sumber Daya Fisik .................................................................................... 31
1. Gedung ................................................................................................ 31
2. Sarana ................................................................................................... 32
C. Analisa SWOT ......................................................................................................... 32
1. Kekuatan (Strenght) ....................................................................................... 32
2. Kelemahan (Weakness) ................................................................................. 33
3. Peluang (Opportunity) ................................................................................... 33
4. Ancaman (Threat) ............................................................................................ 33
D. Isu Strategis .............................................................................................................. 34
E. Strategi ....................................................................................................................... 35
F. Potensi Pasar ............................................................................................................. 37

BAB III RENCANA PEMASARAN ............................................................................................. 40

A. Strategi Memasuki Pasar ....................................................................................... 40
B. Identifikasi Pasar Sasaran ...................................................................................... 41
1. Demografi ........................................................................................................... 42
2. Pendidikan ......................................................................................................... 42
3. Ceruk Pasar ....................................................................................................... 43
4. Geografi .............................................................................................................. 43
5. Sosial Ekonomi ................................................................................................. 44
6. Budaya ................................................................................................................ 44
7. Politik ................................................................................................................. 44
8. Teknologi ........................................................................................................... 44
C. Analisa Pesaing ......................................................................................................... 45
1. Pesaing Pemberi Pelayanan Kesehatan ...................................................... 45
2. Peluang Pasar ................................................................................................... 45
3. Daya Tarik Pesaing Terhadap Konsumen ................................................. 46
4. Daya Tarik RS dr. Sobirin Terhadap Konsumen ..................................... 46
5. Analisa Kecenderungan ................................................................................. 47
D. Metode Pelayanan .................................................................................................. 47
E. Kebijakan Tarif ....................................................................................................... 48
F. Strategi Pemasaran ................................................................................................ 49

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BAB IV TUJUAN, SASARAN, PROGRAM DAN KEGIATAN ............................................ 50
A. Tujuan .......................................................................................................................... 50
B. Strategi ........................................................................................................................ 50
C. Sasaran Strategis ....................................................................................................... 51
D. Program ....................................................................................................................... 51
E. Kegiatan dan Target .................................................................................................. 52
F. Matrik Program, Kegiatan dan Target Kinerja ................................................... 54
G. Pengukuran Pencapaian Kinerja ............................................................................ 60
1. Indikator Kinerja Keuangan ............................................................................ 61
2. Indikator Kinerja Pelayanan ........................................................................... 64
3. Indikator Kinerja Mutu Pelayanan dan Manfaat Bagi Masyarakat ....... 66
4. Cara Perhitungan ............................................................................................... 68

BAB V DOKUMEN KEUANGAN ............................................................................................. 82

A. Aset Rumah Sakit dr. Sobirin ................................................................................. 82
B. Biaya Operasional ...................................................................................................... 83
C. Kesehatan Keuangan ................................................................................................ 84
D. Neraca .......................................................................................................................... 84
E. Proyeksi Keuangan ................................................................................................... 86

BAB V PENUTUP .......................................................................................................................... 87

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 DAFTAR TABEL

Nomor Nama Tabel Halaman

1 Indikator Pelayanan Kesehatan Tahun 2005 2009 ........................................................ 20

2 Jenis Peralatan Medis RS dr. Sobirin .................................................................................... 30
3 Grafik SWOT ............................................................................................................................. 34
4 Strategic Growth RS dr. Sobirin ............................................................................................ 37
5 Strategic Cost RS dr. Sobirin .................................................................................................. 37
6 Estimasi Jumlah Pasien Umum Tahun 2011 - 2015 ............................................................ 38
7 Estimasi Jumlah Pasien Askes Sosial Tahun 2011 - 2015 ................................................... 38
8 Estimasi Jumlah Pasien Keluarga Miskin Tahun 2011 - 2015 .......................................... 39
9 Perbandingan Peluang Pasar RS dr. Sobirin dan Pesaing ................................................. 45
10 Daya Tarik Pesaing terhadap Konsumen ............................................................................. 46
11 Daya Tarik RS dr. Sobirin terhadap Konsumen ................................................................. 46
12 Program dan Kegiatan Tahun 2011 2015 ............................................................................ 51
13 Matrik Program, Kegiatan dan Indikator Kinerja Tahun 2011 2015 ........................... 54
14 Indikator Kinerja Keuangan .................................................................................................... 61
15 Indikator Kinerja Pelayanan ................................................................................................... 64
16 Indikator Kinerja Mutu Pelayanan dan Manfaat bagi Masyarakat ............................... 66
17 Daftar Aset RS dr. Sobirin Tahun 2009 ................................................................................ 82
18 Kesehatan Keuangan Rumah Sakit dr. Sobirin tahun 2009 ............................................ 84
19 Neraca Rumah sakit dr. Sobirin Tahun 2009 ...................................................................... 84

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 DAFTAR GRAFIK

Nomor Nama Tabel Halaman

1 Anggaran RS dr. Sobirin Tahun 2006 2009 ...................................................................... 17

2 Utilisasi Instalasi Gawat Darurat Tahun 2005 - 2009 ...................................................... 19
3 Utilisasi Rawat Jalan Berdasarkan Cara Bayar Tahun 2005 2009 ............................... 20
4 Utilisasi Rawat Inap Berdasarkan Cara Bayar Tahun 2005 - 2009 ................................ 21
5 Utilisasi Pelayanan Tindakan Bedah/Operasi Tahun 2005 - 2009 ................................. 23
6 Utilisasi Pelayanan Radiodiagnostik Tahun 2005 - 2009 ................................................ 24
7 Utilisasi Pelayanan Laboratorium Tahun 2005 - 2009 ..................................................... 25
8 Utilisasi Pelayanan Rehabilitasi Medis Tahun 2005 - 2009 ............................................ 25
9 Utilisasi Pelayanan Konsultasi Gizi Tahun 2005 - 2009 .................................................. 26
10 Utilisasi Pelayanan Hemodialisa Tahun 2007 - 2009 ........................................................ 27

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