Model of Strategy to Increase Patient Interest in Visiting Hospitals after the Covid-19 Pandemic
Abstract
The COVID-19 pandemic has caused a significant decrease in hospital visits due to fear of virus transmission. RSUD Anuntaloko Parigi, experienced a decrease in patient visits after the pandemic, requiring strategies to increase patient interest. This study explores the TOWS matrix, which evaluates internal factors (strengths and weaknesses) and external factors (opportunities and threats). Objective: This study aims to find strategies increase patient visit interest in the Regional General Hospital (RSUD) after the Covid-19 pandemic period. Method: A quantitative descriptive study with a cross-sectional design was conducted involving 12 respondents through structured interviews. Data were analyzed usinga TOWS analysis framework was applied in excel program and Descriptive analytics. Results: Results indicated that external opportunities outweighed threats, scoring 5.51, while internal strengths surpassed weaknesses, scoring 11.64. The hospital is positioned in the progressive quadrant, suggesting it can leverage its strengths to seize opportunities. Key strategies identified include improving comfort, and cleanliness, collaboration with BPJS, and program knowledge, patient education and utilizing social media for digital engagement. Conclusions: Anuntaloko Parigi Hospital has great opportunities, in a progressive position. Relevant strategies are improving comfort, cleanliness, and cooperation with BPJS, as well as program introduction, patient education, and utilization of social media in promotion.
References
Adinugroho, A. D., & Hidayati, A. (2021). Rancangan Strategi Media Sosial PT XYZ pada Tahun 2021. Journal of Management and Business Review, 18(2), 530–540. https://doi.org/10.34149/jmbr.v18i2.293
Anjaswarni, T., Mugianti, S., Suyanto, E., Yudiernawati, A., & Zakaria, A. (2023). Analysis of factors related to adolescent role and behavior in preventing transmission: Covid-19 viewed from predisposing, enabling, reinforcing and environmental factors. Jurnal Aisyah : Jurnal Ilmu Kesehatan, 8(2). https://doi.org/10.30604/jika.v8i3.1997
Chen, L. (2023). Effective Strategies for Attracting and Engaging Target Audiences in Today’s Competitive Market. Journal of Education, Humanities and Social Sciences, 16, 141–147. https://doi.org/10.54097/ehss.v16i.9587
Chikwawawa, C., & Bvirindi, J. (2019). Exploring the Feasibility of Public Private Partnerships in the Healthcare Sector in Zimbabwe. International Journal of Scientific and Research Publications (IJSRP), 9(11), p9503. https://doi.org/10.29322/IJSRP.9.11.2019.p9503
Dargahi, H., Darrudi, A., & Zalvand, R. (2019). Family Medicine Program in Iran: SWOT Analysis and TOWS Matrix Model. Iranian Journal of Public Health, 48(6), 1140–1148.
Edim Eka James, Etim, G. S., Arikpo Nneoyi Nnana, & Okeowo, V. O. (2021). E-marketing Strategies and Performance of Small and Medium-sized Enterprises: A New-normal Agenda. Journal of Business and Management Studies, 3(2), 162–172. https://doi.org/10.32996/jbms.2021.3.2.17
Endradita, G., Yudianto, A., & Jauhani, M. A. (2020). Unproportional Health Services in Hospitals for Third Class BPJS Kesehatan Participant. Proceedings of the 4th International Symposium on Health Research (ISHR 2019). https://doi.org/10.2991/ahsr.k.200215.106
Falcone, A. L., Vess, J., & Johnson, E. (2020). Evidence-based interventions cause multifold increase of influenza immunization rates in a free clinic. Journal of the American Association of Nurse Practitioners, 32(12), 817–823. https://doi.org/10.1097/JXX.0000000000000302
Gery Azhari Putera, & Jerry Heikal. (2021). Business Strategy of Indah Kiat Pulp and Paper Perawang Mill, Riau, Indonesia using PESTLE, Porter’s Five Forces, and SWOT Analysis under SOSTAC<sup>®</sup> Framework. International Journal of Scientific Research in Science and Technology, 252–270. https://doi.org/10.32628/IJSRST218624
Ginting, R., Ginting, C. N., & Septianto, T. (2023). Patient Segmentation: An Analysis Based on Demographic Characteristics, Geography, and Patient Behavior. Jurnal Aisyah : Jurnal Ilmu Kesehatan, 8(2). https://doi.org/10.30604/jika.v8i3.2010
Hapsari, I. S., Jati, S. P., & Arso, S. P. (2021). SWOT and Triangle Model Marketing Service Analysis for Marketing Strategy: Implementation Study at Pandan Arang Boyolali Hospital. Jurnal Aisyah : Jurnal Ilmu Kesehatan, 6, 323–328. https://doi.org/10.30604/jika.v6iS1.1061
Harkey, K., Connor, D. C., Wang, H., Kaiser, N., Matthews, B. D., Kelz, R., & Reinke, C. E. (2021). View from the Patient Perspective: Mixed-Methods Analysis of Post-Discharge Virtual Visits in a Randomized Controlled Trial. Journal of the American College of Surgeons, 233(5), 593–605. https://doi.org/10.1016/j.jamcollsurg.2021.07.688
Harting, M. T., Wheeler, A., Ponsky, T., Nwomeh, B., Snyder, C. L., Bruns, N. E., Lesher, A., Pandya, S., Dickie, B., & Shah, S. R. (2019). Telemedicine in pediatric surgery. Journal of Pediatric Surgery, 54(3), 587–594. https://doi.org/10.1016/j.jpedsurg.2018.04.038
Ika. (2020, June 20). Pandemi Covid-19 Pengaruhi Keuangan Rumah Sakit. Liputan/Berita UGM. https://ugm.ac.id/id/berita/19619-pandemi-covid-19-pengaruhi-keuangan-rumah-sakit/
Jati, S. P., Fatmasari, E. Y., Risdanti, S., & Silavati, Y. A. (2021). Marketing Strategy and Referral Efforts from First Level Health Facilities (FKTP) to Diponegoro National Hospital through the 7P (Product, Price, Place, Promotion, People, Process, and Physical Environment). Jurnal Aisyah : Jurnal Ilmu Kesehatan, 6(2), 353–361. https://doi.org/10.30604/jika.v6i2.490
Jemal, K., Gashaw, K., Kinati, T., Bedada, W., & Getahun, B. (2020). Clean and Safe Healthcare Environment: Knowledge, Attitude, and Practice of Infection Prevention and Control among Health Workforce at North Showa Zone Oromiya Region. Journal of Environmental and Public Health, 2020, 1–10. https://doi.org/10.1155/2020/6021870
Jonathan, J. V., Rahmat Syah, T. Y., & Wekadigunawan, C. (2022). Analisis Minat Kunjung Ulang Pasien Non BPJS di Unit Rawat Jalan Rumah Sakit “X.” Jurnal Ilmu Kesehatan Masyarakat, 11(01), 33–41. https://doi.org/10.33221/jikm.v11i01.1019
Kagura, J., Khamisa, N., Matsena Zingoni, Z., Dulaze, N., Awuku-Larbi, Y., & Tshuma, N. (2023). Patient satisfaction with chronic disease care and its associated factors in primary health care facilities in Johannesburg, South Africa. Frontiers in Health Services, 3. https://doi.org/10.3389/frhs.2023.967199
Kareba, L., Sudirman, S., AB, S., Parmi, P., Ambodale, S., & Pelima, R. V. (2023). Analisis Kebutuhan Pasien Rawat Jalan Pada Pelayanan Kesehatan Primer: Studi Kasus Puskesmas Induk Kamaipura. Jurnal Manajemen Kesehatan Indonesia, 11(3), 281–288. https://doi.org/10.14710/jmki.11.3.2023.281-288
Kulshrestha, S., & Puri, P. (2017). Tows Analysis for Strategic Choice of Business Opportunity and Sustainable Growth of Small Businesses. Pacific Business Review International, 10(15). http://www.pbr.co.in/2017/2017_month/Nov/15.pdf
Lan, Y. L., Hung, J. Y., Chen, C. C., & Yao, C. W. (2016). Key factors influencing patient loyalty. International Journal of Electronic Customer Relationship Management, 10(2/3/4), 89. https://doi.org/10.1504/IJECRM.2016.082182
Lin, P.-H., Su, H.-Y., Tsai, I.-T., Lee, K.-H., Wang, Y.-H., Chang, C.-S., Hsu, M.-C., Tsai, J.-L., & Hsu, C.-W. (2022). Impact of COVID-19 Pandemic on Emergency Department Volume and Acuity in Low Incidence Area: Taiwan’s Experience in Three Hospitals. Journal of Acute Medicine, 12(3), 105–112. https://doi.org/10.6705/j.jacme.202209_12(3).0003
Lopez-Picazo, J. J., Vidal-Abarca, I., Marin, J. M., García-Vázquez, E., & López-Ibáñez, M. (2023). Implementation and evaluation of visitation procedures for patients hospitalised with COVID-19. British Journal of Healthcare Management, 29(12), 1–9. https://doi.org/10.12968/bjhc.2023.0020
Mackey, T. K., & Liang, B. A. (2013). Global Reach of Direct-to-Consumer Advertising Using Social Media for Illicit Online Drug Sales. Journal of Medical Internet Research, 15(5), e105. https://doi.org/10.2196/jmir.2610
Mallmann, G. L., Plaisier, M., Versendaal, J., & Ravesteyn, P. (2014). The Influence of Digital Self-Services on Patient’s Experience In a Polyclinic Context: A Framework Construction. Journal of International Technology and Information Management, 23(3). https://doi.org/10.58729/1941-6679.1079
Nag, A. K., & Gilitwala, B. (2023). An Empirical Study of Paradigm Shift in Patient Loyalty Towards Hospitals in The Wake of the COVID-19 pandemic. Asia Pacific Journal of Health Management. https://doi.org/10.24083/apjhm.v18i2.1001
Nastasoiu, A., & Vandenbosch, M. (2019). Competing with loyalty: How to design successful customer loyalty reward programs. Business Horizons, 62(2), 207–214. https://doi.org/10.1016/j.bushor.2018.11.002
Permana, A. W., Suardika, N., Sujana, W., & Yuesti, A. (2019). Analysis of Service Quality and Value Effect on Patient Satisfaction and Its Effect on Loyalty of Hospital Patients in Hospital and Children of Pucuk Permata Hati. International Journal of Contemporary Research and Review, 10(02), 21255–21266. https://doi.org/10.15520/ijcrr.v10i02.653
Peters, A., Schmid, M. N., Parneix, P., Lebowitz, D., de Kraker, M., Sauser, J., Zingg, W., & Pittet, D. (2022). Impact of environmental hygiene interventions on healthcare-associated infections and patient colonization: a systematic review. Antimicrobial Resistance & Infection Control, 11(1), 38. https://doi.org/10.1186/s13756-022-01075-1
Reis, L. B., Pereira, K. R., Cazelli, R. de F. W., Gomes, J. F. S., Ricardo, R. C., & Lobato, P. F. (2024). Visita virtual hospitalar na perspectiva de familiares de pacientes internados. PSI UNISC, 8(1), 151–168. https://doi.org/10.17058/psiunisc.v8i1.18377
Rose, L., Yu, L., Casey, J., Cook, A., Metaxa, V., Pattison, N., Rafferty, A. M., Ramsay, P., Saha, S., Xyrichis, A., & Meyer, J. (2021). Communication and Virtual Visiting for Families of Patients in Intensive Care during the COVID-19 Pandemic: A UK National Survey. Annals of the American Thoracic Society, 18(10), 1685–1692. https://doi.org/10.1513/AnnalsATS.202012-1500OC
Santosa, D. A. (2021, February 16). Turun 80%, Kunjungan Pasien Non-Covid-19 ke RS. Berita Satu. https://www.beritasatu.com/nasional/734043/turun-80-kunjungan-pasien-non-covid-19-ke-rs
Subbarao, K., & Mahanty, S. (2020). Respiratory Virus Infections: Understanding COVID-19. Immunity, 52(6), 905–909. https://doi.org/10.1016/j.immuni.2020.05.004
Sudirman, S., Saiful Ambodale, Niluh Desy Purnama Sari, Subardin. AB, & Ni Kadek Armini. (2024). Understanding Patient Needs for Quality Health Services at Primary Healthcare After the Covid-19 Pandemic. Journal of Public Health and Pharmacy, 4(2), 139–146. https://doi.org/10.56338/jphp.v4i2.5319
Sun, Z., Wang, S., Zhao, H., & Yu, H. (2020). Does Descending Resources Reform Improve Patient Satisfaction and Reshape Choice of Care Providers? A Cross-Sectional Study in Zhejiang, China. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 57, 004695802095689. https://doi.org/10.1177/0046958020956899
Copyright (c) 2024 Indonesian Journal of Global Health Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
