Competitive Benchmarking
Brand Equity Share vs Competitors
Key Insights
+3.2ptBEI improved QoQ, outpacing Siloam (+1.1pt) and Eka Hospital (+0.8pt)
AlertNPS trails Siloam by 8 points — recommendation intent is the key gap
OpportunityCardiology CoE ownership rose to 34% TOM, closing gap with Siloam
StrengthCSI at 82.4 leads category — patient experience is a clear differentiator
RiskMandaya gaining awareness in Tangerang (+5pt) — monitor closely
Brand Health Funnel
All Hospitals
Mayapada
Siloam
Eka Hospital
Brand Familiarity Gauge
Competitive Awareness Comparison
Brand Equity Components — Radar
Equity Driver Heatmap
Strengths
Weaknesses
Differentiation
Perceptual Map — Multidimensional Scaling
Winning Zone
Premium + Specialist + Digital
Mayapada & Siloam compete here
Neutral Zone
Mid-range + General
Mitra Keluarga & Mandaya
Losing Zone
Affordable + Low Digital
No major competitor — opportunity
CoE Brand Share — Treemap
Top-of-Mind Ownership by CoE
CoE Association Heatmap
Emergency Decision Flow
Top-of-Mind Emergency Hospital
"24/7 Specialist On-Site" — Attribute Evaluation
Consumer Decision Journey Map
Conversion Funnel
Touchpoint Satisfaction
Importance-Performance Matrix (IPMA)
High Imp / High Perf
High Imp / Low Perf
Low Imp / High Perf
Low Imp / Low Perf
Driver Importance Ranking
Insurance Dependence — Stacked
Elasticity Curve — Willingness to Pay OOP
Private Insurance
42%
of Mayapada patients
Corporate Benefit
28%
of Mayapada patients
BPJS
18%
of Mayapada patients
Self Pay
12%
of Mayapada patients
Catchment Area Analysis — Jakarta & Surroundings
Primary Catchment
15 km radius
68% of patients within range
Secondary Catchment
30 km radius
24% of patients, growth area
Threat Overlap
3 competitors
Within 10km of South Tangerang
Digital Funnel Conversion
Digital Touchpoint Satisfaction
Digital Adoption Rate by Service
Segment Profile — Radar
Structural Path Model — What Drives Brand Equity & NPS
Standardized β
Significance
Effect Size
Path Details
| Relationship | β | Sig. | Effect | Interpretation |
|---|
Model Fit
Executive Insights
Source of Trust — Horizontal Ranking
Media Effectiveness Matrix
Trust Source by Demographic Segment
Executive Summary — Q4 2024
AI-generated strategic insights from the Mayapada Hospital Brand Health & Consumer Decision Journey Study