CANVASS CUSTOMER ENGAGEMENT DESIGN AS PT LAYANOBAT SOLUSI MEDIKA'S POINT OF SALE PRODUCT FEATURE FOR BUKIT ASRI PHARMACY BASED ON MEDICATION ADHERENCE AND PATIENT LOYALTY MODEL

• Main Author: Hakim Aulia, Ali
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68784
• Institution: Institut Teknologi Bandung

Non-communicable disease (NCD) is number one cause of death in the world currently. NCD is a disease that is not curable but can be controlled subject to correctly conducted treatment by patient according to the recommendation of their doctors. Unfortunately, 50-70% of people who have NCD disease in Indonsesia do not adhere to treatment plan assigned by their doctors. This non medication adherence phenomenon by NCD patient in Indonesia is seen as a business opportunity for independent retail pharmacy by PT Layanobat Solusi Medika (Layanobat) and an opportunity to educate the people of the importance of medication adherence. Layanobat partners with Bukit Asri pharmacy, an independent retail pharmacy in Cibinong, to conduct a research that aims to create messages (canvass) that are able to increase medication adherence and patient loyalty towards pharmacy. This research applied partial least squares structural equation modelling (PLS-SEM) to look for factors that affect medication adherence and patient loyalty and Kano Model to test engagement concepts hypothesized by Layanobat to Bukit Asri’s NCD patients. Constructs that build research model are based on previous researches which are health belief model (HBM), WHO’s multidimensional adherence model, and loyalty towards healthcare provider model. The result was a canvas that have some core concepts: remind patients to buy medicine, recommend alternative medicine that has high value, and to enable patient to consult with pharmacist. This design was also backed up by findings that exogen constructs, perceived value and trust in pharmacist, have significant indirect effects towards patient loyalty. Perceived benefits and perceived barriers were also utilized to increase medication adherence directly