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The situation of economic recovery after the economic recession in 1998 has still been affecting the financing of institutions/organizations, including hospitals, by the government. To increase its revenues so that it reaches financing autonomy, and to shorten the span of control, an effort conducted by Salak hospital is establishing strategic enterprise unit from its installations/units through a study. Salak hospital has seven installations/units, which are predicted feasible to be excellent by the management. They are (1) out-patient unit, (2) in-patient unit, (3) surgery room, (4) midwifery, (5) laboratory, (6) radiology, and (7) Emergency unit. The research objectives are to get and to determine the excellent installations/units. The research was done by using operational research method. Data processed include the hospital financial performance (revenue and profit) of Salak hospital and service performance of Salak, Azra, PMI, Karya Bhakti hospital (number of visit, number of admission, number of action, and number of examination). Data analysis was conducted by using the trend linear, BCG matrix, and variable compared matrix test. Based on the research, Emergengy unit was determined as the “Unit Khusus”. The installation applies Product Development as a strategy in maintaining and leading the market of emergency service in Bogor. The determination of Emergency Unit as a strategic business installation have to be brought to reality immediately because the installation is also the hospital golden gate.
Dalam menghadapi berbagai perubahan dan tantangan strategis yang mendasar baik internal maupun eksternal, maka pembangunan Nasional khususnya pembangunan Kesehatan harus dapat menjawab tantangan tersebut yang di jabarkan melalui visi Indonesia Sehat 2010. Lebih spesifik lagi dalam bidang pelayanan kesehatan visinya adalah Pelayanan Medik Prima 2010, dengan misi yang khusus mengenai perumah sakitan adalah di antaranya ” Mempersiapkan Sistim Rumah Sakit dan Sarana Kesehatan dalam Menghadapi Perubahan akibat Globalisasi dan Desentralisasi”. Untuk turut mendukung tercapainya Misi tersebut Rumah Sakit di jajaran kesehatan Angkatan Darat melakukan pelayanan terhadap masyarakat umum dengan berpedoman kepada etika perumahsakitan yang ada. Rumah Sakit Salak Bogor yang merupakan bagian dari Rumah Sakit di jajaran Angkatan Darat perlu menyusun perencanaan strategi untuk menselaraskan dengan Misi pemerintah tentang pelayanan Kesehatan.
Tujuan
Untuk keperluan penyusunan perencanaan strategi Rumah Sakit Salak Bogor periode 2006 – 2010 dilakukan penelitian dengan tujuan untuk menganalisis faktor – faktor yang berpengaruh baik eksternal maupun internal.
Metode
Penelitian yang dilakukan menggunakan metode penelitian operasional dengan deskriptif analitik melalui pendekatan kualitatif.
Hasil
Lingkungan eksternal, peluang : Politik, Ekonomi, Sosial, Demografi, Geografi, Pemasok dan Pelanggan, untuk Ancaman : Teknologi dan Pesaing. Lingkungan internal, kekuatan : Visi & Misi, SDM, Produk layanan, Pemasaran dan Keuangan, untuk kelemahan : Fasilitas Fisik, Organisasi dan Sisitim Informasi. Pada formulasi strategi tahap input dengan matriks EFE dan IFE, tahap penentuan posisi dengan matriks IE Hold and Maintain dan matriks SPACE Competitive, selanjutnya dilakukan matching dengan pilihan strategi Product Development dan Market Penetration, pada tahap keputusan dengan QSPM nilai TAS tertinggi pada Product Development pilihan produk layanan Tim Ambulan Cepat.
Kesimpulan
Strategi terpilih yang direkomendasikan adalah Product Development dengan produk layanan Tim Ambulan Cepat.
Kata kunci : Rencana strategi, product development, Tim Ambulan Cepat
Background
In the face of various elementary strategic challenges and as well as internal external changes, National development especially health development should be able to answer the challenges which is formulated by Indonesia Sehat 2010 vision. More specifically the vision of health service is Pelayanan Medik Prima 2010, with one of the special missions regarding hospital services “ Drawing up Hospital systems and Health Media in the face of changes due to Globalization and Decentralization. In order to participate in achieving the mission, Salak Hospital Bogor as an integral part of the Indonesian Army Health services, carries out health services to the public based on conducts the existing ethics. As a consequence Salak Hospital Bogor has to set up a strategic planning.
Objective
A research on the internal and external influencing factors was done to formulate the Salak Hospital Bogor Strategic Planning for 2006 – 2010.
Methods
The research method taken is an operational research with descriptive analysis by qualitative approach.
Results
The external factors are, opportunity : politic, economics, social, demography, geography, customer and supplier. Threat : technological and competitor. The internal factors comprise of Strength : mission and vision, human resources, service product, finance and marketing. Weaknesses : physical facility, organizational and information systems. The input stage of the strategic formulation uses EFE and IFE matrix, the determining stage of position Hold and Maintain with IE matrix, Competitive with SPACE matrix, further stage conducted by matching with strategy choice product development and market penetration, the decision stage uses QSPM with highest TAS value at product development is Rapid Team Ambulance.
Conclusions
The strategic recommended is product development with Rapid Team Ambulance. By implementing the selected strategy into the annual work plan, Salak Hospital Bogor will be able to improve his performance gradually and continuously.
Keywods : Strategic plan, product development, Rapid Team Ambulance
Rumah Sakit memiliki fungsi sosial dan fungsi ekonomi. Dalam menjalankan fungsi sosialnya rumah sakit berkewajiban memberikan pelayanan kepada semua lapisan masyarakat tanpa terkecuali. Dalam menjalankan fungsi ekonominya, rumah sakit membutuhkan cashflow yang sehat untuk dapat membiayai operasionalnya. Sehingga rumah sakit dituntut untuk meningkatkan pendapatan sekaligus melakukan efesiensi agar tercapai margin yang optimal dengan tarif yang terjangkau oleh masyarakat. Rumah Sakit Islam Bogor selama ini belum pernah melakukan analisa biaya, sehingga penetapan tarif belum berdasarkan pada biaya satuan. Penelitian ini dilakukan untuk mengetahui total biaya di Kelas I Mina , jumlah kegiatan di Kelas I Mina, biaya satuan aktual dan normatif di Kelas I Mina, CRR di Kelas IMina, ATP dan tarif rumah sakit pesaing. Penelitian ini merupakan studi kasus dengan pendekatan kuantitatif, menggunakan metode analisa biaya yang digunakan adalah metode Double Distribution untuk menghitung biaya satuan. Data yang diperlukan adalah data sekunder. Hasil penelitian memperlihatkan bahwa total biaya di Kelas I Mina adalah Rp.352.428.437 dengan jumlah kegiatan (LHR) 826, biaya satuan aktual sebesar Rp 426.689 dan biaya satuan normatif Rp.251.828.CRR aktual 68% dan CRR normatif 115%. Bila dibandingkan dengan tarif pesaing, terlihat tarif yang berlaku saat ini di Kelas I Mina cukup rendah, sehingga rumah sakit ini masih mempunyai kesempatan untuk menaikan tarif. Dengan tarif awal Rp.290.000, kemampuan membayar masyarakat di Kab.Bogor sebanyak 55% dan di Kotamadya Bogor 65%. Bila dilihat dari tarif rumah sakit pesaing pada Kelas I, maka tarif yang digunakan sebagai pembanding dalam pembuatan simulasi tarif adalah Rp.400.000. Usulan tarif yang digunakan dalam penetapan tarif adalah Rp.390.000 dengan CRR yang sudah mengalami peningkatan dari tarif awal yaitu 91%. dan kemampuan membayar masyarakat di Kab. Bogor sebanyak 35% dan di Kotamadya Bogor 50%. Hasil penelitian ini diharapkan merupakan informasi awal dan dapat ditindaklanjuti oleh Rumah Sakit Islam Bogor dalam melakukan analisa biaya satuan dan penetapan tarif untuk unit produksi lainnya, sehingga efektivitas dan efesiensi dapat berjalan dengan baik. Daftar Pustaka : 45 (1986 – 2010)
Hospital has a functioning social and economic functions. In carrying out its social functions hospitals are obliged to provide services to all segments of society without exception. In carrying out its economic functions, the hospital requires a healthy cash flow to finance its operations. So that hospitals are required to increase income and efficiency in order to achieve optimal margins at rates affordable by the community. Bogor Islamic Hospital there has not yet been analyzing the cost, so that tariffs have not been based on unit costs. The research was conducted to determine the total cost of the Class I Mina, the number of activities in Class I Mina, the actual unit costs and normative in Class I Mina, CRR in Class I Mina, ATP and rates hospital competitors. This study is a case study with a quantitative approach, using cost analysis method used is the Double Distribution method for calculating the unit cost. Necessary data is secondary data. The results showed that the total cost of the Class I Mina is Rp.352.428.437 by the number of activities (LHR) 826, the actual unit cost of Rp 426,689 and the normative Rp.251.828.CRR actual unit costs 68% and 115% CRR normative. When compared with competitors' rates, visible current rates in Class I Mina quite low, so that the hospital still has a chance to raise rates. With the initial tariff Rp.290.000, the ability to pay people in Kab.Bogor by 55% and 65% in Kotamadya Bogor. When viewed from the hospital fare competitors in Class I, then the tariff is used as a comparison in the manufacturing simulation rate is 400,000. The proposed tariffs are used in the determination of tariff is Rp.390.000 with CRR already increased from the initial rate of 91%. and ability to pay people in Kab. Bogor as much as 35% and 50% in Kotamadya Bogor. The results of this study is preliminary information and is expected to be acted upon by the Islamic Hospital in Bogor conduct unit cost analysis and tariff setting for another production unit, so the effectiveness and efficiency can be run properly. References : 45 (1986 - 2010)
Pentingnya pemahaman tentang konsumen dalam pemasaran telah dikembangkan yaitu para pemasar berusaha memuaskan kebutuhan dan keinginan pasar sasaran. Konsep perilaku konsumen adalah interaksi dinamis antara afeksi dan kognisi, perilaku dan lingkungannya dimana manusia melakukan kegiatan pertukamn dalam hidup mereka. Prinsip-prinsip dan riset perilaku konsumen dapat mambantu pengambilan keputusan manajerial salah satunya pada bidang pengembangan bauran pemasaran. Medical Check Up merupakan satu produk pusat layanan kesehatan yang memiliki dua jenis kegiatan yaitu kegiatan intemai dan kcgiatan ekstemal. Kegiatan intemal adalah pemeriksaan penunjang medis lengkap didukung oleh pemeriksaan medis, sedangkan kegiatan eksternal adalah berupa pemasaran ke perusahaan dan publik yang ingin menjaga diri terhadap kemungkinan penyakit. Lengkap dan akurat pelayanan Medical Check Up sering digunakan dalam upaya promosi suatu rumah sakit sehingga diharapkan dapat menjaring lebih banyak konsumen dalam penggunaan fasilitas kesehatan lainnya di rumah sakit tersebut. Unit Medical Check Up Rumah Sakit PMI Bogor berdiri sejak pertengahan tahun 2003, yang pada saat itu telah didahului 2 rumah sakit swasla lainnya di Kota Bogor. Dari data kunjungan pada tahun 2005 dapat diketahui bahwa tezjadi penurunan penjualan dari pelanggan pribadi sebesar 29,l% jika dibandingkan tahun sebelumnya hal ini berakibat penurunan pendapatan rumah sakit sebesar 5,2 % dari total pendapatan unit Medical Check Up pada tahun 2005. Oleh karena itu dilakukan pcnclitian yang bcrtujuan mcngctahui gambaran perilaku pelanggan pribadi dalam pengambilan keputusan berdasarkan bauran pemasaran di Unit Medical Check Up Rumah Sakit PMI Bogor. Penelitian ini menggunakan pedekatan kualitatif dengan metode Rapid Asessment Procedure (RAP) untuk meneliti dampak dari sistem pemasaran pelayanan kesehatan terhadap perilaku pelanggan dalam pengambilan keputusan. Dari hasil penelitian dapat disimpulkan pelanggan pribadi datang karena adanya motivasi ingin mendeteksi kesehatan baik untuk melengkapi persyaratan rnelanjutkan sekolah, mencari pekerjaan atau untuk mendapatkan saran pengobatan yang teramh. Selanjutnya mereka mencari infoxmasi secara luas terutama infonnasi dari mulut ke mulut, beberapa atribut yang membentuk sikap positif yaitu produk yang ditawarkan dalam hal ini manfaat dan kemasannya , orang-orang yang memberikan pelayanan yang cepat, ramah dan profcsional, serta bukti fisik sebagai penunjang pcmcriksaan pelayanan baik tata ruang, kclengkapan alat penunjang medis atau suasanya di lingkungan unit Medical Check up. Selanjutnya adalah proses pengintegrasian dari sikap pelanggan pribadi adalah mernilih bukti Hsik yang ada di Unit Medica! Check Up Rumah Sakit PMI Bogor terutama karena kelengkapan alat medis yang tersedia. Pengalaman yang dirasakan setelah melakukan pemeriksaan sebagian besar adalah baik dan merasakan kepuasan karena mendapatkan pelayanan yang sesuai atau lebih dari yang diharapkan. Saran yang dapat diberikan adalah meningkatkan upaya promosi tidak hanya menginfommasikan keberadaannya tetapi juga kearah edukatif , kecendemngan pemilihan dan pembelian yang tidak terlepas dari pengembangan bauran pemasaran lairmya dan dengan cara pendekatan psikologis internal yang menyertai proses pengambilan keputusan.
The importance of understanding clients in marketing effort is developed that the marketers are trying to satisfy the needs and wants of the target market. Client behavior concept is a dynamic interaction between affection and cognition, as well as behavior and environment in where men perfonning the activity of exchange in their lives. The principle and research of clients? behavior may help taking a managerial decision of which is the development of marketing. Medical check-up is a product of health center which has two types of activity, that is, internal and extemal ones. lntemal activity is a complete medical supports inspection followed by medical inspection. While extemal activity is performing marketing to corporate and public intending to protect themselves from possible diseases. The completeness and accuracy of Medical Check Up services are often used in promoting a hospital and expected to gain more clients to use the health facilities available in it. Medical Cheek Up unit of PMI Bogor Hospital was established in mid 2003. At that time, two hospitals in the city of Bogor have already set up. From the visitor?s data in 2005, it is known that there was a decrease in personal clients market of 29,1% compared to the previous years. This makes a decrease in hospital income of 5,2% ofthe total revenue of Medical Check Up unit in 2005. Therefore, a research is conducted in order to know the all about of personal clients? behavior in making a decision based on marketing mix of Medical Check Up Unit of PMI Bogor Hospital. This research uses qualitative approach with Rapid Assessment Procedures (RAP) method in order to know the effect of marketing system of the health center to clients? behavior in taking a decision. Based on the research it is concluded that personal clients come in because they want to check their health both to complete the requirement to continue study, find a job or seek for medical advices. Further they are looking for information in wide scope mainly mouth to mouth information, some attributes which are positive in benefit and package, people who make good, fast and professional services, as well as physical evidences which support the services (lay out, medical equipment, and surroundings in Medical Check Up Unit). Further, integration process in personal clients is selecting physical evidences available at the unit in the hospital, particularly the completeness of medical support in the premises. Experiences gained when receiving medical services is mostly due to satisfaction from the good services as expected. It is suggested that the hospital can improve the promotion efforts by not only informing its existence but also for education. The tendency of selecting and using the services are due to the creation of other marketing mix and intemal psychological approach following the process of decision making.
Improvement in human resources quality in Proklamasi- ENT Hospital requirescreation of a good performance management system through implementation ofperformance measurement by formulating Key Performance Indicators whichfunction as a measuring instrument to achieve hospital goals. A qualitativeapproach with focus group discussions and in depth interviews method with alldivisions in the hospital was performed to formulate KPI which compatible tohospital goals. A 196 KPI draft was formed for 23 divisions whereas each divisionconsist of 8-10 KPI to became hospital consideration to measure all divisionperformance that compatible with hospital goals.Keywords: Key performance indicators, KPI, Performance Measurement.