ANALISIS PESTEL DAN STRATEGI DIFERENSIASI PADA BISNIS HEALTH-TECH DI INDONESIA: STUDI KASUS HALODOC

Abstract

The advancement of digital technology has driven the transformation of healthcare services in Indonesia, notably through platforms such as Halodoc. This study aims to analyze the influence of external factors on Halodoc's business strategy using the PESTEL framework and to evaluate the company's differentiation strategy in sustaining its competitive advantage. The research employs a case study methodology, with data collected from academic publications, online articles, and official reports from Halodoc. The findings indicate that supportive government regulations, the growth of the digital economy, shifts in societal behavior, and technological innovation are the primary factors strengthening Halodoc's market position. Halodoc's differentiation strategy encompasses the integration of diverse healthcare services into a single application, the provision of home and drive-thru services, feature personalization, and its "hospital without walls" branding. These elements enable the company to create value that is difficult for competitors to replicate. These findings underscore the importance of continuous innovation, regulatory adaptation, and a deep understanding of public needs in building a sustainable competitive advantage within Indonesia's health-tech industry.