<![CDATA[Sampling in this study was used sampling purposive sampling. Samplingdetermination based on certain consideration, for example the expert who wants studied canbe a sample. Informant in this study selected based on capacity and its position in thecompany and also out of company and has been determined by informat in this study theyare: staf, manager, manager product, doctor who has written the reciept and patient who hasused the product that determined by the researcher beforehand. From interview result hasbeen conducted with some informant of PT. Pfizer Indonesia in running its business in thecase of promotion they has apply promotion strategy by using personal selling method, theyare who conduct a promotion here is medical representative (med-rep) by manner of face-tofaceconduct detailing for stockholder that is target doctor assumed will to write the receiptfor patient for selling its product. In order to keep user loyalty either doctor or hospital,patient and pharmacy, the Pfizer has been made a strategy by making the e-HCCP card(Electronic Helath Care Compliance program). E-HCCP in the form ofcared that has beenused at pharmacy that has been cooperation with Pfizer, by getting benefit in the form ofdiscount at product of Lipitor, Norvask, Celebrex, Olmtc, Zoloft, and Champix. R&D andtechnology have correlation to realized a quality product and have innovation in order torepresent therapy for patient who can improve their life significantly. At Pfizer it has writtenand arranged at blue book that mentioned that our goal is inovation to present therapy forpatient who able to improve their life significantly.Keywords: promotion strategy, personal selling, technology superiority.]]>
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