MENGEMBANGKAN STRATEGI INOVASI UNTUK SWA DENTAL CARE DENGAN MENGGUNAKAN PENDEKATAN STRATEGI SAMUDRA BIRU (BLUE OCEAN STRATEGY)

Increasing competition in the dental healthcare industry requires clinics to develop innovative strategies that create service differentiation and new value for patients. This study aims to develop an innovation strategy for SWA Dental Care using the Blue Ocean Strategy (BOS) approach to enhance buyer value, optimize operational efficiency, and identify new market opportunities. A qualitative case study design was employed. Data were collected through in-depth interviews, observations, and documentation involving management, dentists, and patients selected through purposive sampling. The data were analyzed using SWOT analysis, Key Success Factors (KSFs), the Strategy Canvas, the Four Actions Framework (Eliminate–Reduce–Raise–Create), and the Six Paths Framework. The findings identify service quality, patient experience, digital transformation, personalized patient relationships, and operational efficiency as key success factors. Based on these findings, the proposed innovation strategies include developing a family dental care ecosystem, integrating digital services, enhancing patient experience through personalized care and post-treatment services, developing complementary services, and digitalizing operational processes. These strategies are intended to establish service differentiation, create new market opportunities, and strengthen SWA Dental Care’s sustainable competitive advantage.