26,27
Keuangan RS defisit
Gambar 1. Problem tree strategi pemasaran rumah sakit pasca COVID-19 belum optimal
Tabel 1. Rancangan solusi dan analisis stake holder strategi pemasaran rumah
sakit pasca COVID-19 belum optimal
Daftar Pustaka
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https://doi.org/10.25122/jml-2019-1003
ANALISIS KUALITAS PELAYANAN DI RUMAH SAKIT “X” YANG BELUM OPTIMAL
dr. Sandry Tri Sumarni
5-6
Angka Kunjungan Rendah Cash Flow Terganggu
4 1-2
1-3 1-2
Kinerja Dokter Spesialis Kinerja Tenaga Kesehatan Sarana dan Prasarana Tidak adanya monitoring Rendahnya Komunikasi Efektif
Tidak Optimal Tidak Optimal Kurang Memadai evaluasi pada semua Penanganan Komplain Belum Berjalan Baik
aspek
7-8 18 10 10-11
19
Gambar 1. Problem tree kualitas pelayanan di Rumah Sakit “X” belum optimal
Tabel 1. Rancangan solusi dan analisis stake holder kualitas pelayanan di RS
“X” belum optimal
1, 3, 9, 10 9, 10
12 13
6, 8 6, 8, 11 6, 8 11, 12
Pada tahun 2004, sebanyak 1.2 juta pasien yang berasal dari Indonesia
melakukan perjalanan wisata ke India, 1.1 juta pasien ke Thailand, 130 ribu
orang ke Malaysia, dan semuanya untuk tujuan mendapatkan pelayanan
kesehatan. Jumlah ini terus meningkat sebanyak 25-30% tiap tahunnya.2
Perjalanan wisata medis dari Indonesia ke luar negeri ini menyebabkan
Indonesia kehilangan devisa sebesar 100 triliun rupiah setiap tahunnya. 3
Kemandirian RS
semakin rendah
1-4
Penundaan perluasan
5-8 Cost Recovery 1-4 bangunan RS
PHK Karyawan Rate turun
1-4
5-8 5-8
Gambar 1. Problem tree analisis rendahnya BOR kamar rawat inap kelas eksekutif di RS “X”
Tabel XX. Rancangan Solusi dan Analisis Stakeholder Rendahnya BOR
Kamar Rawat Inap Kelas Eksekutif Di RS. “X”
LI (low interest)
keep satisfied
Manajer Penunjang LP (low power)
Medis HI (high interest)
keep informed
Melakukan Direktur HP (high power)
pembelian alat HI (high interest)
penunjang seperti Manage closely
MRI (key player)
Wadirum HP (high power)
HI (high interest)
Manage closely
(key player)
Manajer Penunjang LP (low power)
Medis HI (high interest)
keep informed
Manajer Pelayanan LP (low power)
Medis HI (high interest)
keep informed
Pemasaran kurang Melakukan rencana Direktur HP (high power)
optimal marketing jangka HI (high interest)
pendek, menengah Manage closely
dan panjang (key player)
Wadiryanmed HP (high power)
HI (high interest)
Manage closely
(key player)
Manajer Marketing HP (high power)
HI (high interest)
Manage closely
(key player)
Manajer yanmed LP (low power)
HI (high interest)
keep informed
Kepala Instalasi LP (low power)
Rawat Inap HI (high interest)
keep informed
Kepala Instalasi LP (low power)
Rawat Jalan HI (high interest)
keep informed
Masalah Potensi Solusi Stakeholders terkait Analisis Mendelow
Matrix
ANALISIS STRATEGI PEMASARAN DI BAGIAN KEBIDANAN DAN KANDUNGAN RS “X”
dr. Putri Halley Sari Hadi, BMedSc
Performa RS menurun
4, 5
4 4
Bed Occupancy Rate menurun Kunjungan pasien menurun Kesadaran untuk menjangkau masyarakat sekitaran RS lemah
2, 3 1, 9 11
10 3, 8, 9 9, 11 11 20
11
SDM 11 Kurangnya target
Bauran pemasaran belum dikembangkan Bukti fisik tidak Rendahnya
kurang pasar yang baru
dikelola dengan baik monitoring dan
9, 10
evaluasi belum
11 11, 12 14-16 19
dilakukan secara
berkala
Retensi Produk Belum 17 Kurangnya kerjasama
karyawan layanan kurang adanya Promosi kemitraan
rendah variatif & penilaian terbatas
Kurangnya
harga belum kepuasan anggaran RS 18,19
bersaing pelanggan
17 Sasaran pasar masih terfokus pada pasien BPJS
dan rujukan bidan sekitar
Gambar 1. Problem tree strategi pemasaran di bagian kebidanan & kandungan rumah Sakit “X” belum optimal
Tabel 1. Rancangan solusi dan analisis stakeholder strategi pemasaran di bagian
kebidanan & kandungan RS “X” belum optimal.
Stakeholder Analisis Mendelow
Masalah Potensi Solusi s terkait Matrix
Retensi Meningkatkan komitmen SDM dan Direktur RS High Power (HP),
karyawan peningkatan kesejahteraan karyawan High Interest (HI),
rendah untuk menekan turn over Manage Closely
(Key-player)
Manager Low Power (LP),
Pelayanan High Interest (HI),
Medis Keep Informed
Pegawai Low Power (LP),
High Interest (HI),
Keep Informed
Peningkatan kompetensi SDM di Direktur RS High Power (HP),
semua lini pelayanan secara High Interest (HI),
berkesinambungan melalui Manage Closely
pendidikan dan pelatihan (Key-player)
Manager Low Power (LP),
Pelatihan service excellent Pelayanan High Interest (HI),
Medis Keep Informed
Pegawai Low Power (LP),
High Interest (HI),
Keep Informed
Belum adanya Evaluasi bagian humas / pemasaran Direktur RS High Power (HP),
SDM High Interest (HI),
pemasaran Manage Closely
yang fokus (Key-player)
terhadap Manager Low Power (LP),
pemasaran Pelayanan High Interest (HI),
Medik Keep Satisfied
Merekrut SDM khusus bagian Direktur RS High Power (HP),
pemasaran (Sales Marketing / Public High Interest (HI),
Relation / Social Marketing) Manage Closely
(Key-player)
Bagian Low Power (LP),
Keuangan High Interest (HI),
Keep Informed
Manager Low Power (LP),
Pelayanan High Interest (HI),
Medis Monitoring
Bauran (Product) Modifikasi layanan, Direktur RS High Power (HP),
pemasaran pengembangan produk unggulan / High Interest (HI),
Stakeholder Analisis Mendelow
Masalah Potensi Solusi s terkait Matrix
belum jasa baru yang sesuai kebutuhan Manage Closely
dikembangka konsumen (Key-player)
n Kepala High Power (HP),
Bagian High Interest (HI),
Kebidanan Keep Satisfied
&
Kandungan
Manager High Power (HP),
Pelayanan High Interest (HI),
Medik Monitoring
Humas / Low Power (LP),
pemasaran High Interest (LI),
Keep Satisfied
(Price) Penetapan harga yang Bagian High Power (HP),
bersaing Keuangan High Interest (HI),
Penentuan harga Manage Closely
(Key-player)
berdasarkan analisis
Kepala High Power (HP),
terhadap sensitivitas harga Bagian High Interest (HI),
pada target sasaran dan Kebidanan Keep Satisfied
tingkat permintaan &
Kandungan
Humas / Low Power (LP),
pemasaran High Interest (HI),
Keep Satisfied
(Place) Menyediakan layanan yang Direktur RS High Power (HP),
mudah untuk pasien mengakses RS High Interest (HI),
kapan saja Manage Closely
Mengoptimalkan layanan (Key-player)
poliklinik (penambahan Humas / Low Power (LP),
Pemasaran High Interest (HI),
jam operasional) Keep Satisfied
Call Center 24 jam ke Manager Low Power (LP),
layanan RS & Responsive Pelayanan Low Interest (LI),
Website Medik Monitoring
6 5
Mencari pengobatan
Sulit mencari tenaga Cost recovery rate Tidak membawa
dengan jarak tempuh
dokter tetap menurun rujukan FKTP
lebih jauh
7 4
Implementasi visi&misi Strategi pengembangan Rendahnya kunjungan Beban biaya operasional Jumlah karyawan Minimnya promosi
pemimpin dan unit RS antara pemilik dan pasien ke RS RS yang besar yang tidak adekuat RS
terkait belum maksimal pemimpin tidak sejalan
4
1,2,5,6,11 2,6,7,10
Pembiayaan gaji Sistem rekrutmen Pemanfaatan
Peran pimpinan RS tidak Adanya dominasi dan Infrastruktur RS masih karyawan dan belum terstandar teknologi yang
fokus karena bekerja di 3 peran ganda pemilik dalam belum lengkap maintenance secara kurang
tempat berbeda penetapan kebijakan mandiri 1,7
1
5,9 4 1
15
Belum tercipta SOP yang Kebijakan manajemen
Pendapatan belum Pembenahan RS RS tidak bisa Belum ada tim
sesuai standar dan belum optimal
memenuhi standar belum menyeluruh menerapkan humas dan
terintegrasi 1
1,2 1 subsidi silang 5 marketing RS
Pelatihan
Pengelolaan anggaran Sistem kerja antar peningkatan performa
belum memadai unit belum optimal SDM minim
Penurunan
Cash flow tidak Pendapatan RS kunjungan pasien Biaya
stabil 5,6,7 Menurun 5,6,7 rawat jalan maupun 5,6,7 Pengembangan Mutu RS Menurun
Berkurang 5,6,7
inap
Analisis
Masalah Potensi Solusi Stakeholders terkait
Mendelow Matrix
Pasien takut Sosialisasi bahaya covid HP (high power)
berkunjung ke RS terhadap masyarakat Pegawai RS LI (low interest)
Keep Satisfied
HP (high power)
Masyarakat LI (low interest)
Keep Satisfied
HP (high power)
Kementrian
LI (low interest)
kesehatan
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
Membuat program HP (high power)
edukasi yang Pegawai RS LI (low interest)
berkesinambungan Keep Satisfied
terhadap masyarakat HP (high power)
akan bahaya covid Masyarakat LI (low interest)
maupun penyakit Keep Satisfied
menular lainnya HP (high power)
Kementrian
LI (low interest)
kesehatan
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
Calon pasien Membuka layanan HP (high power)
lebih memilih telemedicine RS Komite Mutu HI (high interest)
pengobatan via Manage Closely
online HP (high power)
Komite Medik HI (high interest)
Manage Closely
HP (high power)
Pegawai RS HI (high interest)
Manage Closely
HP (high power)
Bid ICT HI (high interest)
Manage Closely
Vendor IT HP (high power)
HI (high interest)
Manage Closely
Analisis
Masalah Potensi Solusi Stakeholders terkait
Mendelow Matrix
HP (high power)
Bid. Pelayanan RS LI (low interest)
Keep Satisfied
HP (high power)
Tata Usaha RS LI (low interest)
Keep Satisfied
Komite Keperawatan HP (high power)
LI (low interest)
Keep Satisfied
HP (high power)
Direktur LI (low interest)
Keep Satisfied
LP (low power)
Bid. Perencanaan RS LI (low interest)
Monitor
LP (low power)
Bid. Keuangan RS LI (low interest)
Monitor
Membuka layanan visit HP (high power)
pasien ke Rumah Komite Mutu HI (high interest)
Manage Closely
HP (high power)
Komite Medik HI (high interest)
Manage Closely
HP (high power)
Pegawai RS HI (high interest)
Manage Closely
HP (high power)
Bid ICT HI (high interest)
Manage Closely
HP (high power)
Vendor IT HI (high interest)
Manage Closely
HP (high power)
Bid. Pelayanan RS LI (low interest)
Keep Satisfied
HP (high power)
Tata Usaha RS LI (low interest)
Keep Satisfied
Komite Keperawatan HP (high power)
LI (low interest)
Keep Satisfied
HP (high power)
Direktur LI (low interest)
Keep Satisfied
Bid. Perencanaan RS LP (low power)
LI (low interest)
Monitor
Analisis
Masalah Potensi Solusi Stakeholders terkait
Mendelow Matrix
LP (low power)
Bid. Keuangan RS LI (low interest)
Monitor
Pelayanan RS Mensosialisasikan dan HP (high power)
Tidak Optimal menegakkan aturan Komite Mutu HI (high interest)
untuk Kembali Manage Closely
melaksanakan SOP HP (high power)
kepada seluruh pegawai Komite Medik HI (high interest)
RS Manage Closely
HP (high power)
Pegawai RS HI (high interest)
Manage Closely
HP (high power)
Bid. Pelayanan RS LI (low interest)
Keep Satisfied
HP (high power)
Tata Usaha RS LI (low interest)
Keep Satisfied
Komite Keperawatan HP (high power)
LI (low interest)
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
Meningkatnya Melaksanakan Campaign HP (high power)
Hoaks Terkait untuk memerangi berita- Pegawai RS LI (low interest)
COVID 19 berita yang tidak Keep Satisfied
bertanggung jawab HP (high power)
terkait COVID 19 Masyarakat LI (low interest)
Keep Satisfied
HP (high power)
Kementrian
LI (low interest)
kesehatan
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
HP (high power)
Pegawai RS LI (low interest)
Keep Satisfied
Masyarakat HP (high power)
LI (low interest)
Keep Satisfied
Analisis
Masalah Potensi Solusi Stakeholders terkait
Mendelow Matrix
HP (high power)
Kementrian
LI (low interest)
kesehatan
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
HP (high power)
Pegawai RS LI (low interest)
Keep Satisfied
Program edukasi yang HP (high power)
berkesinambungan Bidang pelayanan RS LI (low interest)
terhadap masyarakat Keep Satisfied
akan bahaya covid Dewan Pengawas RS LP (low power)
maupun penyakit LI (low interest)
menular lainnya Monitor
HP (high power)
Pegawai RS LI (low interest)
Keep Satisfied
HP (high power)
Masyarakat LI (low interest)
Keep Satisfied
HP (high power)
Kementrian
LI (low interest)
kesehatan
Keep Satisfied
HP (high power)
Bidang pelayanan RS LI (low interest)
Keep Satisfied
Dewan Pengawas RS LP (low power)
LI (low interest)
Monitor
HP (high power)
Pegawai RS LI (low interest)
Keep Satisfied
HP (high power)
Masyarakat LI (low interest)
Keep Satisfied