Analisis Peluang Pasar E-health Rumah Sakit Swasta di Indonesia pada Era Pandemi COVID-19 : Literature Review
The Analysis of Private Hospital E-health Market Opportunities in Indonesia in the COVID-19 Pandemic Era : Literature Review
Abstract
Latar Belakang: Pembatasan jumlah kunjungan pasien selama pandemi COVID-19 mengakibatkan perilaku pembelian konsumen beralih dengan pesat ke media digital. Frost & Sullivan menyatakan pendapatan digital health di Indonesia diperkirakan akan meningkat dari 85 juta USD pada tahun 2017 menjadi 973 juta USD pada tahun 2022 dengan tingkat CAGR lebih dari 60%. Rumah sakit perlu beradaptasi untuk menggunakan aplikasi e-health secara tepat dan cepat sesuai dengan permintaan pasar.
Tujuan: Studi ini bertujuan untuk mengetahui strategi beberapa rumah sakit dalam menilai peluang pasar e-health.
Metode: Metode yang digunakan dalam penelitian ini adalah metode deskriptif dengan menggunakan studi literatur terhadap 4 rumah sakit swasta yang terdiri dari 2 rumah sakit di posisi growth and build dan 2 rumah sakit di posisi hold and maintain.
Hasil: Penilaian peluang pasar e-health rumah sakit perlu dilakukan dengan cara menganalisis situasi baik faktor internal maupun eksternal rumah sakit, menentukan posisi rumah sakit berdasarkan matriks EFE, IFE, dan IE yang nantinya akan berpengaruh pada strategi yang akan diambil dalam menghadapi pasar e-health. Studi ini mendapatkan bahwa posisi rumah sakit yang berbeda-beda tetap dapat menangkap peluang pasar e-health yang disesuaikan dengan kondisi internal masing-masing.
Kesimpulan: Dalam menilai peluang pasar e-health rumah sakit perlu melakukan analisis situasi baik faktor internal maupun eksternal rumah sakit.
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