Business model development for hospital pharmacy services case study: Edelweiss Hospital

https://doi.org/10.35912/jdbm.v1i1.3320
Published: Aug 14, 2025

Abstract:

Purpose: Innovation in healthcare is a key strategy for enhancing the competitiveness of Indonesian healthcare facilities. As one of the most complex and valuable hospital services, pharmacy services are the focus of this study, which aims to identify gaps between user profiles and provided services, determine value propositions, and develop a suitable business model

Method: This study used a qualitative research methodology with a case study strategy and an abductive development approach. Data were collected through in-depth interviews with 6 (six) patients with outpatient insurance coverage and 6 (six) pharmacy staff members.

Results: The study identified two main gaps in pharmacy services—long waits and lack of queue information—after testing the business model canvas with five patients and five pharmacists. Four value propositions emerged: faster service, transparent notifications, stock certainty, and improved patient experiences.

Conclusion: The proposed business model canvas addresses the identified service gaps by offering targeted value propositions aimed at enhancing operational efficiency, improving service transparency, and elevating patient satisfaction with pharmacy services.

Limitation: The study was limited to one healthcare facility with a small sample size, which may restrict the generalizability of the findings to other healthcare settings or regions.

Contribution: This study contributes to healthcare service management by providing an empirically tested business model framework for pharmacy services that integrates patient and staff perspectives, offering actionable strategies to improve service delivery and competitiveness.

Keywords:
1. Business Model Canvas
2. Value Proposition Canvas
3. Business Process Innovation
4. Hospital Pharmacy Services
Authors:
1 . Ahmad Meiyanto Wahyu Utomo
Telkom University, Indonesia
2 . Astri Ghina
Telkom University, Indonesia
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How to Cite
Utomo, A. M. W. ., & Ghina, A. . (2025). Business model development for hospital pharmacy services case study: Edelweiss Hospital. Journal of Digital Business and Marketing, 1(1), 65–82. https://doi.org/10.35912/jdbm.v1i1.3320
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Vol. 1 No. 1 (2025): February
Articles
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References

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    Anand, A., Fosso Wamba, S., & Gnanzou, D. (2013). A literature review on business process management, business process reengineering, and business process innovation. Paper presented at the Enterprise and Organizational Modeling and Simulation: 9th International Workshop, EOMAS 2013, Held at CAiSE 2013, Valencia, Spain, June 17, 2013, Selected Papers 9.

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    Brown, T. (2009). Change by Design.

    Hadiyati, I., Sekarwana, N., Sunjaya, D. K., & Setiawati, E. P. (2017). Pengembangan instrumen pengukur kualitas pelayanan kesehatan berdasar atas harapan peserta Jaminan Kesehatan Nasional di rumah sakit. Global Medical & Health Communication, 5(2), 108-116.

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  1. Adriansyah, A. A., Setianto, B., Asih, A. Y. P., Firdaus, I., Sa'adah, N., & Abdillah, M. Z. (2022). Lean management implementation training at the pharmaceutical unit of the Islamic hospital in Surabaya. To Maega: Jurnal Pengabdian Masyarakat, 5(3), 533-543. doi:https://doi.org/10.35914/tomaega.v5i3.1227
  2. Almeman, A. (2024). The digital transformation in pharmacy: embracing online platforms and the cosmeceutical paradigm shift. Journal of Health, Population and Nutrition, 43(1), 60. doi:https://doi.org/10.1186/s41043-024-00550-2
  3. Anand, A., Fosso Wamba, S., & Gnanzou, D. (2013). A literature review on business process management, business process reengineering, and business process innovation. Paper presented at the Enterprise and Organizational Modeling and Simulation: 9th International Workshop, EOMAS 2013, Held at CAiSE 2013, Valencia, Spain, June 17, 2013, Selected Papers 9.
  4. Anjalee, J. A. L., Rutter, V., & Samaranayake, N. R. (2022). Gaps in expectations and current practices of pharmacy services among doctors and patients – an exploratory study in a Sri Lankan tertiary care hospital providing free healthcare. BMC Health Services Research, 22(1), 1149. doi:https://doi.org/10.1186/s12913-022-08534-w
  5. Brown, T. (2009). Change by Design.
  6. Hadiyati, I., Sekarwana, N., Sunjaya, D. K., & Setiawati, E. P. (2017). Pengembangan instrumen pengukur kualitas pelayanan kesehatan berdasar atas harapan peserta Jaminan Kesehatan Nasional di rumah sakit. Global Medical & Health Communication, 5(2), 108-116.
  7. Iswanto, A. H. (2021). Impact of lean six sigma at pharmacy unit on hospital profitability before and during Covid-19 pandemic. International Journal of Lean Six Sigma, 12(4), 718-743. doi:https://doi.org/10.1108/IJLSS-10-2020-0182
  8. Kleber, D. M. S., & Volkova, T. (2018). Key Success Factors to Increase Value Proposition in the Hospitality Industry. PROZIMA (Productivity, Optimization and Manufacturing System Engineering), 2(1), 34-38.
  9. Kotler, P., Wong, V., & Saunders, J. (2008). Principles of Marketing.
  10. Larasanty, L. P. F., Cahyadi, M. F., Sudarni, N. M. R., & Wirasuta, I. M. A. G. (2019). Patient satisfaction with pharmaceutical care services provided at primary-level and secondary-level health facilities in Indonesia’s health coverage system. Journal of Health Research, 33(1), 80-88.
  11. Lee, S. M., Olson, D. L., & Trimi, S. (2012). Co?innovation: convergenomics, collaboration, and co?creation for organizational values. Management decision, 50(5), 817-831.
  12. Lin, F.-R., & Hsieh, P.-S. (2011). A SAT view on new service development. Service Science, 3(2), 141-157.
  13. Loo, J., Greaves, G., & Lewis, P. J. (2021). Exploring patients’ pharmacy stories: an analysis of online feedback. International journal of clinical pharmacy, 43(6), 1584-1593.
  14. Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New service development: areas for exploitation and exploration. Journal of Operations Management, 20(2), 135-157.
  15. Nasution, J. (2013). Quality service analysis and improvement of pharmacy unit of XYZ hospital using value stream analysis methodology. Paper presented at the IOP Conference Series: Materials Science and Engineering.
  16. Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design: How to create products and services customers want: John Wiley & Sons.
  17. Puruhito, A. M. A., & Falani, A. Z. (2021). Decision Support System For Developing Application For Pharmaceutical Supplies Using The MMSL And Pareto Law Methods. JEEIT nternational ournal of lectrical ngineering and nformation echnology, 4(1), 12-22.
  18. Rowe, W. G., & Nevmerzhytskyi, S. (2025). Demonstrating the importance of the strategy implementation process to an entire organization. Organizational dynamics, 101153. doi:https://doi.org/10.1016/j.orgdyn.2025.101153
  19. Sallam, M. (2024). Enhancing hospital pharmacy operations through Lean and Six Sigma strategies: A systematic review. Cureus, 16(3). doi:https://doi.org/10.7759/cureus.57176
  20. Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students PDF eBook.
  21. Sekaran, U. (2016). Research methods for business: A skill building approach: John Wiley & Sons.
  22. Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach.
  23. Setianto, B., Adriansyah, A. A., & Asih, A. Y. P. (2020). Implementasi manajemen lean di unit Farmasi Rumah Sakit islam surabaya A. yani. Jurnal Manajemen Kesehatan Indonesia, 8(2), 81-87.
  24. Wijayanti, D., & Setyorini, C. (2023). Implementation of Good Corporate Governance in Public Hospitals in Indonesia: Systematic Literature Review Approach. Buletin Poltanesa, 24. doi:http://dx.doi.org/10.51967/tanesa.v24i1.2567
  25. Yuliati, V., & Andriani, H. (2021). Implementation of Lean Kaizen to Reduce Waiting Time for the Indonesian Health Social Security Agency Prescription Services in Hospital Pharmacy InstallationImplementation of Lean Kaizen to Reduce Waiting Time for the Indonesian Health Social Security Agency Prescription Services in Hospital Pharmacy Installation. Open Access Macedonian Journal of Medical Sciences, 9(E), 1495-1503. doi:https://doi.org/10.3889/oamjms.2021.7610
  26. Yunita, I. C. M. (2017). Pengaruh Citra Merek Rumah Sakit Citra Medika Depok Terhadap Kualitas Pelayanan, Kepuasan Pasien Dan Loyalitas Pasien. Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI), 1(1), 82-97.