MANAJEMEN STRATEGI KLINIK DALAM MENGHADAPI PERSAINGAN DENGAN MARKETPLACE KESEHATAN
DOI:
https://doi.org/10.31004/jkt.v6i1.42486Keywords:
manajemen strategik, klinik kesehatan, marketplace kesehatan, digitalisasi,, pemasaran digitalAbstract
Persaingan antara klinik kesehatan dan marketplace kesehatan semakin meningkat seiring dengan digitalisasi layanan kesehatan. Penelitian ini bertujuan untuk menganalisis strategi manajemen klinik dalam menghadapi persaingan dengan marketplace kesehatan melalui pendekatan kualitatif deskriptif berbasis studi literatur. Hasil penelitian menunjukkan bahwa klinik dapat meningkatkan daya saingnya dengan menerapkan strategi diferensiasi layanan, adopsi teknologi digital, optimalisasi pemasaran digital, serta kolaborasi strategis dengan marketplace kesehatan. Diferensiasi layanan dilakukan melalui peningkatan kualitas pelayanan, personalisasi layanan, dan fokus pada pengalaman pasien. Sementara itu, digitalisasi layanan seperti penerapan rekam medis elektronik dan sistem reservasi daring dapat meningkatkan efisiensi operasional klinik. Pemasaran digital melalui media sosial dan website resmi menjadi strategi efektif dalam meningkatkan keterlibatan pasien dan memperluas jangkauan layanan. Selain itu, kolaborasi dengan marketplace kesehatan dapat membantu klinik menjangkau lebih banyak pasien tanpa kehilangan identitas merek. Studi ini menegaskan pentingnya pengukuran dan evaluasi kinerja strategik secara berkala guna memastikan efektivitas strategi yang diterapkan. Kesimpulannya, manajemen strategik yang adaptif dan inovatif menjadi kunci utama bagi klinik dalam mempertahankan daya saing di era digitalisasi layanan kesehatan.References
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