RANCANGAN STRATEGI BLUE OCEAN DALAM PENINGKATAN JUMLAH PESERTA BPJS KESEHATAN PADA KLINIK PRATAMA PT. X DI TANGERANG RAYA

Abstract

The First Level Health Facilities in collaboration with BPJS Health include the Primary Clinic PT. X Tangerang Raya. The potential for increasing the number of BPJS Health participants is quite high because Banten Province is one of the industrial areas and has a large population, and there is a network of PT.X Primary Clinics. Therefore, it is necessary to develop the right business strategy so that the optimization of the utilization of BPJS Health services is effective. The purpose of this study was to develop a Blue Ocean-based health service strategy in increasing the number of BPJS Health participants at the Primary Clinic PT. X Tangerang Raya. The research methode was descriptive quantitative exploratory with a qualitative approach through data collection questionnaires and interviews on health services at the Primary Clinic PT.X Tangerang Raya. The sample of this research was BPJS Kesehatan participants and employees at 11 Primary Clinics PT.X in Tangerang Raya and NON Clinics PT.X. The results of the analysis showed that PT.X Primary Clinic was in a growth stage that requires a market penetration strategy, market development and product development. While the Blue Ocean strategy design produces 3 characteristics of a good strategy, namely: (1) Focus: increasing promotions, improving the cooperation system with Advanced Health Facilities and making internal improvements. (2) Divergence: namely providing unique services that have never been offered to consumers, such as B2B collaboration with state-owned companies related to BPJS Health services and online services such as telemedicine. (3) Attractive motto: Primary Clinic PT.X has an interesting motto, namely: "Quality for Healthier Life", a commitment from Primary Clinic PT.X to continue to maintain and improve the quality of service quality and accuracy of examination results in the hope of being part of improving human health in Indonesia. The conclusion showed that a business strategy based on the Blue Ocean Strategy can be applied at the PT.X Primary Clinic in Tangerang Raya to increase the number of BPJS Health participants.