Pengembangan Ekspansi Klinik Gigi Berbasis Kelayakan Finansial, Persepsi Pasien, SWOT, dan Dental Tourism: Studi Kasus Klinik BFD di Kuta Selatan

Syeni Sunendra; Agus Putu Abiyasa

doi:10.30640/jmcbus.v4i2.7300

Authors

Syeni Sunendra Undiknas University
Agus Putu Abiyasa Undiknas University

DOI:

https://doi.org/10.30640/jmcbus.v4i2.7300

Keywords:

Dental Clinic, Dental Tourism, Financial Eligibility, Patient Perception, SWOT

Abstract

The advancement of the dental health industry in the tourism area demands a clinic expansion strategy that is integrated between financial aspects, patient perception, market analysis, and dental tourism opportunities. This study aims to develop a model for the expansion of the BFD Clinic in South Kuta, Bali, with an applied business research approach based on descriptive quantitative case studies. Primary data was obtained through a survey of 26 patients as an initial validation of service perception, while financial data came from an internal feasibility study with an initial investment of IDR 4,045,000,000 and a 10-year projection. Financial analysis uses indicators of net present value, internal rate of return, payback period, discounted payback period, profitability index, and break-even point. The results of the moderate scenario show an NPV of IDR 8,012,663,759, IRR of 38.26%, payback period of 3.01 years, discounted payback period of 3.62 years, and PI of 2.98, with an operational BEP of 159 patients per month. Patient surveys affirm the main strengths in physician professionalism, quality of care, staff friendliness, cleanliness, comfort, and modern facilities, while areas of improvement include parking access, reservation systems, waiting times, and digital promotions. The proposed expansion model emphasizes value-based dental clinics through standardization of service quality, differentiation of painless dentistry, integration of digital systems, and hospitality referral strategies. The novelty of this research lies in the integration of financial feasibility, patient validation, market mapping, SWOT-TOWS, and dental tourism in one decision framework for dental clinic expansion.

References

Adelia, A. A. A. R., Susanti, D. N. A., Agung, A. A. G. D., & Giri, P. R. K. (2023). Gambaran strategi pemasaran dental tourism setelah pandemi Covid-19 di Kota Denpasar dan Kabupaten Badung. Bali Dental Journal, 9(1). DOI:10.37466/bdj.v9i1.549

Akbar, F. H., Pasiga, B. D., Samad, R., Anwar, A. I., Djamaluddin, N., & Awang, A. H. (2022). Dental tourism in Bali Province, Indonesia. Journal of International Dental and Medical Research, 15(2), 809-815.

Appukuttan, D. P. (2016). Strategies to manage patients with dental anxiety and dental phobia: Literature review.

Boardman, A. E., Greenberg, D. H., Vining, A. R., & Weimer, D. L. (2018). Cost-benefit analysis: Concepts and practice (5th ed.). Cambridge University Press.

Brigham, E. F., & Ehrhardt, M. C. (2017). Financial management: Theory and practice (15th ed.). Cengage Learning.

Clinical, Cosmetic and Investigational Dentistry, 8, 35-50. https://doi.org/10.2147/CCIDE.S63626

Connell, J. (2006). Medical tourism: Sea, sun, sand and surgery. Tourism Management, 27(6), 1093-1100. https://doi.org/10.1016/j.tourman.2005.11.005

Crooks, V. A., Kingsbury, P., Snyder, J., & Johnston, R. (2010). What is known about the patient's experience of medical tourism? A scoping review. BMC Health Services Research, 10, 266. https://doi.org/10.1186/1472-6963-10-266

Dwiastuti, S. A. P., Ratih, I. A. D. K., & Kristianto, J. (2023). Pengembangan pemasaran dental tourism sebagai peluang bisnis kesehatan pariwisata di Bali. Journal of Health Science, 4(1). https://doi.org/10.46799/jhs.v4i1.667

Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784

Gurel, E., & Tat, M. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 994-1006.

Hartman, J. C., & Schafrick, I. C. (2004). The relevant internal rate of return. The Engineering Economist, 49(2), 139-158. https://doi.org/10.1080/00137910490453419

Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis: Where are we now? A review of academic research from the last decade. Journal of Strategy and Management, 3(3), 215-251. https://doi.org/10.1108/17554251011064837

Hoffmann, B., Erwood, K., Ncomanzi, S., Fischer, V., O'Brien, D., & Lee, A. (2022). Management strategies for adult patients with dental anxiety in the dental clinic: A systematic review. Australian Dental Journal, 67(S1), S3-S13. https://doi.org/10.1111/adj.12926

Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86(12), 50-59.

Kementerian Kesehatan Republik Indonesia. (2021). Peraturan Menteri Kesehatan Republik Indonesia Nomor 14 Tahun 2021 tentang Standar Kegiatan Usaha dan Produk pada Penyelenggaraan Perizinan Berusaha Berbasis Risiko Sektor Kesehatan. Kementerian Kesehatan Republik Indonesia.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

Lambert, S. C., & Davidson, R. A. (2013). Applications of the business model in studies of enterprise success, innovation and classification: An analysis of empirical research from 1996 to 2010. European Management Journal, 31(6), 668-681. https://doi.org/10.1016/j.emj.2012.07.007

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. John Wiley & Sons.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press. Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.

Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.

Zott, C., Amit, R., & Massa, L. (2011). The business model: Recent developments and future research. Journal of Management, 37(4), 1019-1042. https://doi.org/10.1177/0149206311406265