Strategic SWOT Analysis for Enhancing the Competitive Advantage of the Dental and Oral Hospital at Universitas Andalas

Suci Rahmasari; Mustika Arini; Yona Ladyventini

doi:10.24815/jds.v10i1.46194

Strategic SWOT Analysis for Enhancing the Competitive Advantage of the Dental and Oral Hospital at Universitas Andalas

Suci Rahmasari, Mustika Arini, Yona Ladyventini

Abstract

Background: The Dental and Oral Hospital of Andalas University (RSGM UNAND) in West Sumatra serves as both a healthcare provider and an academic institution. In a competitive healthcare environment, hospitals face challenges in maintaining and improving their service performance and visibility. Objective: This study aims to identify internal and external factors influencing the competitiveness of RSGM UNAND and to formulate appropriate strategic responses using SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Methods: This research employed a qualitative case study approach. Data collection involved in-depth interviews with key stakeholders, direct observation of hospital operations, and document analysis to obtain comprehensive insights into institutional strengths, weaknesses, and external dynamics. Results: The findings indicate that RSGM UNAND's main strengths include its strategic location within the university campus, availability of modern dental equipment, and a highly competent healthcare workforce. However, weaknesses were found in limited promotional efforts and underdeveloped collaborations with health insurance providers. Opportunities identified include potential expansion to 24-hour service and increased use of social media for promotion. Major threats involve rising competition from surrounding private dental hospitals and clinics. Conclusion: To improve its competitiveness, RSGM UNAND must strengthen its promotional strategies, build strategic partnerships with health insurance networks, and invest in digital technologies that support service expansion and public engagement.

Keywords

Analisis SWOT, pemasaran rumah sakit, kompetisi layanan kesehatan, strategi promosi.

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DOI: https://doi.org/10.24815/jds.v10i1.46194