SWOT And Competitiveness Analysis in Creating Value in Health Care Service: Study Case of Outpatient Service in A Type C Hospital in Cimahi

Abstract

The Administrative City of Cimahi has some hospital and one of them is Hospital X, a type C hospital. 
Based on the results from customer satisfaction assessment questionnaire showed a figure of 81.27 percent 
in October, 83.94 percent in November and 86.62 percent in December, the figure have not achieved 
the company targets where the target of patient satisfaction in the Hospital is 90 percent or more. This 
study aims to analyze and explain: (1) The Process Value Chain Outpatient Services in the Hospital X, (2) 
The Mapping of the Outpatient Services Value Chain Process in the Hospital X, (3) the Strategy of the 
Hospital X in handling the Increase in Patients Every Year with Analysis Value Chain. The research method 
used is descriptive research method with analysis tools, value chain analysis. The stages of this research 
value chain analysis process are pre-service, point of service, and after-service supported by supporting 
activities and strategic resources. The results of the data analysis prove that the competitive strength of 
the Hospital X is in its strategic geographical location, the registration system uses a technological system, 
and the specialist doctors who work there are already known by many patients. Whereas the weaknesses 
that need to be corrected are the organizational culture of the company and evaluation after the service 
which has not been maximized. From these data conclusions can be drawn: (1) The Value Chain Process 
Outpatient Services in the Hospital consists of patients coming with or without Referral, Registration, 
Waiting for Queues, Medical Examination, and Returning, (2) Mapping the Value Chain Process is divided 
into Strength Analysis and Internal Weaknesses in each Value Chain Analysis Process, (3) The strategy that 
needs to be applied by the Hospital X is a differentiation strategy.