Blue Ocean Strategy to Increase Orthopedic and Traumatology Patient Visits at RSU Bunda Sidoarjo

STRATEGI BLUE OCEAN UNTUK MENINGKATKAN KUNJUNGAN PASIEN ORTOPEDI DAN TRAUMATOLOGI DI RSU BUNDA SIDOARJO

Abstract

Competition in orthopedic and traumatology services is increasingly intense as hospitals offer similar competitive factors, including physician quality, technology, facilities, accessibility, cost, and follow-up programs. RSU Bunda Sidoarjo therefore requires a differentiation strategy to strengthen the competitiveness of its orthopedic services. This study employed a qualitative descriptive approach using competitive strategy analysis through Competitive Factors Scoring, Strategy Canvas, and the Four Actions Framework (ERRC). The analysis compared RSU Bunda Sidoarjo with RS Mitra Keluarga Waru, RS Royal Surabaya, and RSUD Eka Candrarini based on six competitive factors. RS Mitra Keluarga Waru demonstrated the strongest competitive position, particularly in quality and reputation, technological sophistication, facility comfort, and follow-up programs. RSUD Eka Candrarini had a major advantage in service costs, while RSU Bunda Sidoarjo occupied a moderate position, with relative strengths in service costs and follow-up programs. The As-Is Strategy Canvas indicated a red ocean competitive environment. Based on the ERRC analysis, the proposed strategy emphasizes preventive, rehabilitative, and continuous care through Ortho Basic Check-Up, Ortho Wellness Package, Corporate Orthopedic Wellness, and Ortho Education Class. RSU Bunda Sidoarjo can strengthen its competitiveness by differentiating orthopedic services through preventive, integrated, and continuous musculoskeletal healthcare without directly competing with larger hospitals in advanced technology and premium facilities.

Kata Kunci: orthopedic services, Blue Ocean Strategy, Strategy Canvas, ERRC