Analisis Peluang Pasar E-health Rumah Sakit Swasta di Indonesia pada Era Pandemi COVID-19: Literature Review

Background: Limiting the number of patient visits during the COVID-19 pandemic has resulted in consumer buying behavior shifting rapidly to digital media. Frost & Sullivan stated that digital health revenue in Indonesia is expected to increase from 85 million USD in 2017 to 973 million USD in 2022 with a CAGR rate of more than 60%. Hospitals need to adapt to use e-health applications appropriately and quickly according to market demand. Objective: This study aims to determine the strategies of several hospitals in assessing the e-health market opportunity. Methods: The method used in this study is a descriptive method by using a literature study of 4 private hospitals consisting of 2 hospitals in the growth and build position and 2 hospitals in the hold and maintain position. Result: Assessment of hospital e-health market opportunities needs to be done by analyzing the situation both internal and external factors of the hospital, determining the position of the hospital based on the EFE, IFE, and IE matrix which will lat er affect the strategy to be taken in dealing with the e-health market. health. This study finds that different hospital positions can still capture e-health market opportunities that are tailored to their respective internal conditions. Conclusion: In assessing the market opportunity for e-health hospitals, it is necessary to analyze the situation, both internal and external factors of the hospital.