STRATEGI PENGEMBANGAN BISNIS LAYANAN PASIEN MCU UNTUK MENCAPAI KEUNGGULAN BERSAING PADA LABORATORIUM MEDIS XYZ

Abstract

The number of medical laboratories in Indonesia accredited with ISO 15189:2022 by the National Accreditation Committee (KAN) keeps increasing, leading to tough competition among medical laboratories in providing the best services. The aim of this study is to analyze the internal factors (strengths and weaknesses) and external factors (opportunities and threats) faced by XYZ Medical Laboratory, to examine the business strategy formulation that can enhance competitive advantage, especially for MCU patient services, and to analyze the strategic steps that XYZ Medical Laboratory can take to take advantage of existing opportunities in developing the MCU patient service business. The types of data used are primary and secondary data as analytical tools for existing problems to provide input for problem-solving. This study uses a qualitative descriptive method. The research employs IFE, EFE, CPM, IE, SWOT, and QSPM matrix analysis. The data was validated through data triangulation via FGD. Based on the IE matrix analysis, it was found that the IFE score is 3.21, indicating that the company is in a strong internal position. Meanwhile, the EFE score is 3.29, showing that the company has a strong external position. Based on IFE and EFE, the company is in quadrant I, which is the Growth and Build group. A market penetration strategy is being carried out to seize opportunities and develop the MCU patient service business as a competitive advantage for XYZ Medical Laboratory.