Framing TOWS as Marketing Strategy Determiner of Medical Equipment in PT. Tawada Healthcare Jakarta Indonesia

  • Asari Asari Universitas Esa Unggul, Jakarta Indonesia.
  • Erlina Puspitaloka Mahadewi Universitas Esa Unggul, Jakarta Indonesia.
  • Ira Marti Ayu Universitas Esa Unggul, Jakarta Indonesia.
  • Susi Shorayasari Universitas Esa Unggul, Jakarta Indonesia.
Keywords: Marketing strategy, medical equipment, PT. Tawada Healthcare, TOWS matrix.


The present study reports the comprehensive framing study around healthcare marketing stategy, inside the era of globalization has led to intense competition in various industrial fields, including the medical equipment in healthcare industry. PT. Tawada Healthcare was founded in 1999 with the aim of becoming the most integrated, reliable and customer-based healthcare provider in Indonesia. Over the years the company added a variety of different brands and products to its portfolio to serve a wider customer base, the company focused on providing the best customer experience and offering the highest quality products to customers in Indonesia. currently represents 20 major international principals and has a network to market its products throughout the country, covering provinces and major cities. It has 13 branches including its head office in Jakarta. The decline in sales of orthopedic implant medical devices at PT. Tawada Healthcare Jakarta in 2020 due to the pandemic impact of 41% of the total sales target of orthopedic implants in 2020 of 120,000,000,000 IDR. The cause of the decline in sales of orthopedic implant medical devices at PT. Tawada Healthcare is the rise of competitors of similar orthopedic implant medical device companies. The covid19 pandemic that hit the world, including Indonesia, resulted in a decrease in the budget for the procurement of orthopedic implant medical devices from the government because the budget was allocated for handling the covid19 pandemic and the decreasing demand for orthopedic implant medical devices from users due to the covid19 pandemic. This study aims to provide an overview of the TOWS (threat, opportunity, weakness and strength) method approach as an alternative solution and determine the strategy for selling medical devices at PT. Tawada Healthcare in 2021-2022.


Download data is not yet available.


[1] World Health Organization, Global diffusion of eHealth: Making universal health coverage achievable. 2016.
[2] E. Mahadewi, A. Heryana, . Herwanto, R. Astini, and N. Surip, “Marketing Mix Study using Social Media in Hospital,” 2020. doi: 10.5220/0009826004060413.
[3] Marhaeni, Z. Fanani, B. Hartono, and B. A. Nugroho, “The influence of the marketing mix (Product, price, promotion, place, process, entrepreneurs and physical evidence) to customer satisfaction and loyalty in buying shredded beef in Palu City, Indonesia,” Int J Econ Res, 2015.
[4] C. F. Hofacker, E. C. Malthouse, and F. Sultan, “Big Data and consumer behavior: imminent opportunities,” Journal of Consumer Marketing, 2016, doi: 10.1108/JCM-04-2015-1399.
[5] E. P. Mahadewi, A. Heryana, and S. Kuswanti, “Kepuasan Layanan Pasien Jkn Berhubungan Dengan Kinerja Petugas Kesehatan,” Jurnal Bunga Rampai, 2019.
[6] M. Z. Younis, P. A. Rivers, and M. D. Fottler, “The impact of HMO and hospital competition on hospital costs,” J Health Care Finance, 2005.
[7] A. S. Moriya, W. B. Vogt, and M. Gaynor, “Hospital prices and market structure in the hospital and insurance industries,” Health Econ Policy Law, 2010, doi: 10.1017/S1744133110000083.
[8] J. J. Cavallo and H. P. Forman, “The economic impact of the COVID-19 pandemic on radiology practices,” Radiology, 2020, doi: 10.1148/radiol.2020201495.
[9] N. Chen, X. Chen, K. Wang, and X. Niu, “Progress and challenges in the architecture and service pattern of earth observation sensor web for digital earth,” Int J Digit Earth, 2014, doi: 10.1080/17538947.2013.834385.
[10] A. Jenis, D. Penelitian, and J. Penelitian, “BAB III METODE PENELITIAN A. Jenis dan Desain Penelitian 1. Jenis Penelitian,” pp. 52–77, 2007.
[11] D. C. Hsia and C. A. Ahern, “Good quality care increases hospital profits under prospective payment,” Health Care Financ Rev, 1992.
[12] sulistyo basuki, “Metode Peneltian,” Metode Peneltian. 2006.
[13] W. Quentin et al., “Paying hospital specialists: Experiences and lessons from eight high-income countries,” Health Policy (New York), 2018, doi: 10.1016/j.healthpol.2018.03.005.
[14] “Has the National Health Insurance Scheme improved hospital efficiency in Taiwan? Identifying factors that affects its efficiency,” African Journal of Business Management, 2010.
[15] L. Trisnantoro, “Universal health coverage and medical industry in 3 Southeast Asian countries,” BMC Public Health, 2014, doi: 10.1186/1471-2458-14-s1-i3.
[16] F. B. . Anderson GF, “Health Spending In OECD Countries : Obtaining Value Per Dollar . Health Affairs 2008 ; 27 ( 6 ): 1718-1727 .,” Health Aff (Millwood), 2008.
[17] Ministry of Health of the Republic of Indonesia, “Indonesia Basic Health Research, 2018,” 2018.
[18] H. Thabrany, “Politics of National Health Insurance of Indonesia : A New Era of Universal Coverage,” 7th European Conference on Health Economics, 2008.
[19] I. Mathauer and F. Wittenbecher, “Hospital payment systems based on diagnosis-related groups: experiences in low- and middle-income countries,” Bull World Health Organ, 2013, doi: 10.2471/blt.12.115931.
[20] D. A. Rosman and J. C. Apfeld, “The economics of health care,” in An Introduction to Health Policy: A Primer for Physicians and Medical Students, 2013. doi: 10.1007/978-1-4614-7735-8_11.
[21] BPJS, “BPJS Kesehatan,” Badan Penyelenggara Jaminan Sosial, 2017.
[22] WHO, “Together on the road to universal health coverage: A call to action,” World Health Organisation (WHO), 2017.
[23] S. Zausinger, D. B. Lumenta, D. Pruneau, R. Schmid-Eisaesser, N. Plesnila, and A. Baethmann, “Therapeutical efficacy of a novel non-peptide bradykinin B2 receptor antagonist on brain edema formation and ischemic tissue damage in focal cerebral ischemia,” Acta Neurochir Suppl (Wien), 2003, doi: 10.1007/978-3-7091-0651-8_44.
[24] H. Thabrany and Z. Abidin, “Evaltuation of The National Drug Formularium and Electronic Catalog For The Indonesian UHC,” Value in Health, 2017, doi: 10.1016/j.jval.2017.08.2749.
How to Cite
Asari, A., Puspitaloka Mahadewi, E., Marti Ayu, I., & Shorayasari, S. (2022). Framing TOWS as Marketing Strategy Determiner of Medical Equipment in PT. Tawada Healthcare Jakarta Indonesia. International Journal of Science, Technology & Management, 3(6), 1549-1555.