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All Journal JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice)
Putri, Felicita Eka
Unknown Affiliation
Health Professions Medicine & Pharmacology Public Health

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Marketing Strategy of “AL” Traditional Medicine Products: Case Study in “SP” Company in Yogyakarta Putri, Felicita Eka; Ardiningtyas, Bondan; Endarti, Dwi
JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice) Vol 14, No 4
Publisher : Faculty of Pharmacy, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jmpf.89473

Abstract

Background: Exclusive breastfeeding is an effort to avoid cases of stunting in children. However, the breastmilk produced by the mother is not always enough to meet the needs of the baby. PT. SP is one of the companies that manufacture “AL” as a traditional herbal medication      (a combination of katuk and moringa leaves) that can boost milk production. However, the sales of this product are not optimal yet, meaning competent marketing strategies are needed. Objective: This study aimed to identify and analyze the internal and external factors of PT. SP to gain an understanding of the company's position so that the best marketing strategy can be determined.Methods: This study was carried out using an analytical descriptive method involving key informants including the supervisor of production, Quality Control, Quality Assurance, and the marketing division. Data analysis utilized the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE) Matrix, and Internal-External (IE) Matrix.Results: Based on the analysis PT. SP had significant internal factors for capturing opportunities and facing threats, as shown in cell IV.                      It indicated that PT. SP is a growing and developing company. The most suitable marketing strategy needed is an intensive strategy, such as market penetration, market expansion, and product development.        An integration strategy is carried out, which is forward integration.Conclusion: The company was positioned in cell IV in the IE matrix, namely growing and developing. It is suggested that the strategies that can be used to improve marketing are intensive and integration strategies.
The Influence of Pharmaceutical Companies Marketing Activities on Physicians’ Prescribing: Literature Review Putri, Felicita Eka; Satibi, Satibi; Syahlani, Suci Paramitasari
JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice) Vol 14, No 2
Publisher : Faculty of Pharmacy, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jmpf.91234

Abstract

Background: Pharmaceutical companies through marketing strategies introduce the products to the user. Physicians are the target of prescription drug marketing. For a long time, pharmaceutical companies have done many marketing activities. They are spend a big portion for the marketing activities. The aims of that activities, to influence physicians’ prescribing.Objectives: This article aimed to examine the influence of marketing activities from pharmaceutical companies on physicians’ prescribing in various countries.Methods: Scopus is used as a database to collect articles with keywords named “pharmaceutical marketing” and prescribing. Inclusion criteria are original articles, published in 2018-2023, in English, open access. In the end, eight articles were reviewed in this study.Results: The result of this study shows pharmaceutical companies apply a marketing mix strategy to promote their product. This strategy consists of four elements product, price, place, and promotion. All of the element influences physicians’ prescribing, generally. Promotion startegies such as medical representative visits and gifts are the most influential strategies for physicians’ prescribing. The influence can’t be generalized because it also depends on the socioeconomic state of the country, culture, work location or environment, practice experience,geography, and ethical issues.Conclusion: Promotion strategy is the most influential for prescribing than product, place, and price but the influence based oh the physicians’ characteristics. So, pharmaceuitcal compines must indentify their user to decide a appropriate strategy.
Co-Authors Ardiningtyas, Bondan Satibi Satibi Suci Paramitasari Syahlani