Hospital Marketing Strategy Development Using SWOT, IFE, and EFE Analysis
DOI:
https://doi.org/10.54518/rh.6.1.2026.1035Keywords:
Healthcare Sector Competition, Hospital Management, Marketing Strategy, SWOT AnalysisAbstract
This study is motivated by the importance of formulating an appropriate marketing strategy in response to the dynamic competition within the healthcare sector, particularly at PKU Muhammadiyah Mayong Hospital. The objective of this research is to analyze the role of internal and external environmental factors in the development of the hospital’s marketing strategy. The study employs comparative research design with a mixed methods approach. Data were collected through interviews and questionnaires and analyzed using SWOT analysis, supported by the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The findings indicate that internal strengths include superior facilities, comprehensive human resources, promotional discounts, and structured financial management, while weaknesses involve limited parking facilities and a high financial dependence on BPJS (National Health Insurance). Externally, opportunities arise from potential collaborations with surrounding companies and the availability of trained medical personnel, whereas threats include the planned construction of a new hospital in the Mayong area and difficulties in collecting incomplete patient payments. The IFE score of 2.76 and EFE score of 2.71 position the hospital in Quadrant I, indicating that a growth-oriented strategy is the most appropriate approach.
Downloads
References
Abdelwahed, N. A. A., & Zehri, A. W. (2025). Health service quality and patients’ satisfaction among hospitals: The cohesive care of human beings and accomplishment of human rights. International Journal of Human Rights in Healthcare, 18(2), 164–184.
Adeusi, O. C., Adebayo, Y. O., Ayodele, P. A., Onikoyi, T. T., Adebayo, K. B., & Adenekan, I. O. (2024). IT standardization in cloud computing: Security challenges, benefits, and future directions. World Journal of Advanced Research and Reviews, 22(3), 2050–2057.
Adio, S. A., Ajirotutu, R. O., Olayiwola, R. K., Erinjogunola, F. L., & Sikhakhane-Nwokediegwu, Z. (2025). From compliance to competitive advantage: The strategic role of HSE in business sustainability. International Journal, 6(2), 654–665.
Akbar, M. R., Wibowo, A., Pranata, R., & Setiabudiawan, B. (2021). Low serum 25-hydroxyvitamin D (vitamin D) level is associated with susceptibility to COVID-19, severity, and mortality: A systematic review and meta-analysis. Frontiers in Nutrition, 8(1), 42-55.
Akob, M., Yantahin, M., Ilyas, G. B., Hala, Y., & Putra, A. H. P. K. (2021). Element of marketing: SERVQUAL toward patient loyalty in the private hospital sector. The Journal of Asian Finance, Economics and Business, 8(1), 419–430.
Amarantou, V., Chatzoudes, D., Kechagia, V., & Chatzoglou, P. D. (2019). The impact of service quality on patient satisfaction and revisiting intentions: The case of public emergency departments. Quality Management in Healthcare, 28(4), 200–208.
Appannan, J. S., Mohd Said, R., Ong, T. S., & Senik, R. (2023). Promoting sustainable development through strategies, environmental management accounting and environmental performance. Business Strategy and the Environment, 32(4), 1914–1930.
Arrasily, N. F., Minarsih, T. J., Hartono, B., & Daud, A. G. (2025). Hospital cash flow management strategies in facing the post-COVID-19 global health crisis. Jurnal Ilmiah Ekotrans & Erudisi, 5(1), 19–32.
Boulhaga, M., Bouri, A., Elamer, A. A., & Ibrahim, B. A. (2023). Environmental, social and governance ratings and firm performance: The moderating role of internal control quality. Corporate Social Responsibility and Environmental Management, 30(1), 134–145.
BPS. (2021). Tingkat Pengangguran Terbuka (TPT) sebesar 6,26 persen. Retrieved on October 15, 2025, from https://www.bps.go.id/id/pressrelease/2021/05/05/1815/februari-2021--tingkat-pengangguran-terbuka--tpt--sebesar-6-26-persen.html
Christine, G., Sekarsari, A. A., Irawan, B., & Mahadewi, E. P. (2025). The moral hazard phenomenon in health insurance: A review of driving factors and control strategies. International Journal of Health and Pharmaceutical (IJHP), 5(2), 330–336.
Palazzo, C. A., Bertelli, M., Gibertoni, C., Molteni, P., & Gorla, F. (2024). Redefining hospital accessibility: A service design framework for inclusive healthcare. In IOP Conference Series: Earth and Environmental Science (Vol. 1402, No. 1, p. 012066). Bristol: IOP Publishing.
Databoks. (2019). 63 persen rumah sakit di Indonesia dimiliki swasta. Retrieved on August 23, 2025, from https://databoks.katadata.co.id/layanan-konsumen-kesehatan/statistik/4deee6a99107096/63-persen-rumah-sakit-di-indonesia-dimiliki-swasta
Donneli, E. (2025). Insurance claim settlement delays and their consequences for service quality and financial management. Journal of Economic, Business & Accounting Research, 3(2), 131–146.
Effendy, M. C. O. S., Anwar, & Fikri, A. M. (2025). Reformulation of regulatory protection for resident doctors against bullying in specialist medical education. Research Horizon, 5(4), 1589–1598.
Faheem, M. A., Anwer, S., Rayhan, Z., Ullah, M. A., Paudel, R., Ahmed, M. F., & Khan, H. (2024). AI-driven innovation in HRM and its impact on business management: An in-depth study of technology advancement and strategic implementation. Nanotechnology Perceptions, 20(S13), 1174–1193.
Folorunso, A., Olanipekun, K., Adewumi, T., & Samuel, B. (2024). A policy framework on AI usage in developing countries and its impact. Global Journal of Engineering and Technology Advances, 21(01), 154–166.
Javed, B., Ikram, M., Farooq, F., Sultana, T., Mashwani, Z. U. R., & Raja, N. I. (2021). Biogenesis of silver nanoparticles to treat cancer, diabetes, and microbial infections: A mechanistic overview. Applied Microbiology and Biotechnology, 105(6), 2261–2275.
Kementerian Kesehatan. (2021). Profil Kesehatan Indonesia 2021. Retrieved on June 30, 2025, from https://www.kemkes.go.id/id/profil-kesehatan-indonesia-2021
Mardiyana, M., Ihsan, M., Adrial, A., Parida, H., Sidiq, S., & Hidayat, T. (2022). A SWOT (Strength, Weakness, Opportunity and Threat) analysis as a strategy to enhance competitiveness. International Journal of Management Science and Application, 1(1), 18–27.
Moraru, V., & Marginean, L. (2024). Enhancing inter-institutional communication in the social assistance reform process: Barriers and solutions. International Journal of Communication Research, 14(4), 245–253.
Nureen, N., Sun, H., Irfan, M., Nuta, A. C., & Malik, M. (2023). Digital transformation: Fresh insights to implement green supply chain management, eco-technological innovation, and collaborative capability in manufacturing sector of an emerging economy. Environmental Science and Pollution Research, 30(32), 78168–78181.
Nwokolo, S. C., Eyime, E. E., Obiwulu, A. U., & Ogbulezie, J. C. (2023). Africa’s path to sustainability: Harnessing technology, policy, and collaboration. Trends in Renewable Energy, 10(1), 98–131.
Phiri, D., Mungule, C., & Phiri, J. (2024). Internal and external environmental forces in higher educational institutions (HEIs) for sustainable competitive advantage: A systematic review of literature. International Journal of Research and Innovation in Social Science, 8(11), 427–452.
Putri, A., & Amran, A. (2021). Employees’ work-life balance reviewed from work from home aspect during COVID-19 pandemic. International Journal of Management Science and Information Technology, 1(1), 30–34.
Rifial, M., Razak, A., Darmawansyah, D., Indar, I., & Rahman, A. (2024). Impact of health system usage, patient satisfaction, information quality, and service quality on hospital management information system utilization at Madani Regional General Hospital. Journal of Angiotherapy, 8(11), 1–10.
Susilowati, K., Suharti, L., & Sugiarto, A. (2025). Service-driven capabilities as competitive advantage drivers: Evidence from Indonesian healthcare organizations. Problems and Perspectives in Management, 23(3), 328–335.
Tambunan, A. K. B., Nasution, M. I. P., & Nurbaiti. (2025). Implementation of the regional hospital management information system to improve the quality of operational services. Research Horizon, 5(5), 1915–1926.
Wensley, C., Botti, M., McKillop, A., & Merry, A. F. (2017). A framework of comfort for practice: An integrative review identifying the multiple influences on patients’ experience of comfort in healthcare settings. International Journal for Quality in Health Care, 29(2), 151–162.
Yanti, M., Anisha, N., & Fazira, T. (2025). Receivables and payables in operational cash flow: Case study from a hospital in Dumai City, Indonesia. Golden Ratio of Data in Summary, 5(3), 625–631.
Yu, S. R., & Choi, S. (2025). New drug expenditure by therapeutic area in South Korea: International comparison and policy implications. In Proceedings of the 13th International Conference on Healthcare (pp. 468-478). Basel: MDPI.
Zehra, S., Ranjan, J., & Shukla, M. (2025). Service quality in healthcare: Understanding the relationship between patient experience and healthcare outcomes. International Journal of Health Care Quality Assurance, 38(4), 233–250.
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2026 Fergiawan Alfianto Rizkaputra, Alun Pratama, Tatik Mulyati, Muhammad Arief Siregar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
