MARKETING STRATEGY FOR HEALTHTECH STARTUP: MARKETPLACE FOR COMPLEMENTARY AND ALTERNATIVE MEDICINE (CAM)
Apart from medication that uses conventional medicine, there is another sector of medication called complementary and alternative medicine. It is called complementary medicine because it is used with conventional medicine. On the other hand, it is called alternative medicine because this method was...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/70045 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Apart from medication that uses conventional medicine, there is another sector of medication called complementary and alternative medicine. It is called complementary medicine because it is used with conventional medicine. On the other hand, it is called alternative medicine because this method was chosen instead of conventional medicine. In the Ministry of Health, the term traditional medicine is used. But for convenience, the author will use the abbreviation of CAM to refer to the term complementary and alternative medicine.
CAM in Indonesia is regulated by several regulations and decrees of the Minister of Health related to alternative medicine. Unfortunately, although a legal institution governs the code for this type of treatment, many people still get unstandardized traditional health services.
Okrava, a marketplace for CAM practitioners, is a startup that focuses on providing comprehensive information related to CAM to the public, including presenting information about the nearby, trusted and certified CAM practitioners, as a forum for community CAM activists to gather and participate as partners of the Ministry of Health in advancing CAM in Indonesia.
In this study, the authors used several frameworks of thought to analyze potential problems that could hinder Okrava from penetrating the market and formulate an appropriate marketing strategy for Okrava. For external analysis, the authors used PESTEL analysis, competitor analysis, Porter's 5 Forces, and analysis of consumer habits. For internal analysis, the author uses the VRIO framework, STP analysis, and Marketing Mix 7P. Regarding the data acquisition process, the author used three methods: desk research to obtain secondary data, the qualitative method by conducting an In-Depth Interview (IDI), and the quantitative method by randomly sampling several respondents. For the solution, the author used several frameworks, namely SWOT analysis followed by SWOT Matrix, then proposed new STP and Marketing Mix 7P.
The study result is to formulate the right marketing strategy for Okrava to start the business and enter the market by launching the MVP to its early adopters.
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