Entering the era of globalization, competition in the industry is getting tougher. In the field of service industry, such competition embodied in the form of service to the customer. The company will compete to improve the quality of its services in other companies can rival and even surpass other company. In the process of improving the quality of its services, health services PMI headquarters Semarang requires a strategy. Use of an effective SWOT analysis can play an important role in determining the strategy, in order to know the strengths, weaknesses, opportunities and threats faced by in order to maintaining the viability and continuity of the company. The analysis showed that health services PMI headquarters Semarang support aggressive strategy. Aggressive strategy that can be used is concentration and market expansion strategies. Another Strategy such as SO Strategy, WO Strategy, ST Strategy, WT strategy.