Penerapan Strategi Promosi dan Keunggulan Teknologi Perusahaan Farmasi

Abstract

Sampling in this study was used sampling purposive sampling. Sampling
determination based on certain consideration, for example the expert who wants studied can
be a sample. Informant in this study selected based on capacity and its position in the
company and also out of company and has been determined by informat in this study they
are: staf, manager, manager product, doctor who has written the reciept and patient who has
used the product that determined by the researcher beforehand. From interview result has
been conducted with some informant of PT. Pfizer Indonesia in running its business in the
case of promotion they has apply promotion strategy by using personal selling method, they
are who conduct a promotion here is medical representative (med-rep) by manner of face-toface
conduct detailing for stockholder that is target doctor assumed will to write the receipt
for 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 been
used at pharmacy that has been cooperation with Pfizer, by getting benefit in the form of
discount at product of Lipitor, Norvask, Celebrex, Olmtc, Zoloft, and Champix. R&D and
technology have correlation to realized a quality product and have innovation in order to
represent therapy for patient who can improve their life significantly. At Pfizer it has written
and arranged at blue book that mentioned that our goal is inovation to present therapy for
patient who able to improve their life significantly.

Keywords: promotion strategy, personal selling, technology superiority.