INSTITUTIONAL ANALYSIS OF HEALTH INSTITUTIONS AND BUSINESS POTENTIAL OF HEPATITIS B DIAGNOSTIC KIT DISTRIBUTION

• Main Author: Nabila Ridzki, Harumi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74813
• Institution: Institut Teknologi Bandung

Despite the high prevalence of hepatitis B in West Java (0.5% in 2018), West Java is one of the provinces with a fairly low rate of early detection of hepatitis B (DDHB). This is influenced by the limited medical equipment associated with the early detection of Hepatitis B. Therefore, this study aims to determine the production potential of medical devices in Indonesia, determine the distribution strategy of medical devices in Indonesia, and determine the marketing strategy of diagnostic kits for Hepatitis B virus. Data collection in this thesis was carried out using semi-structured and in-depth interviews with six resource persons and questionnaire surveys to 117 respondents. The data obtained was then analyzed using stakeholder analysis and marketing mix. The results showed that the distribution strategy that can be done is to rely on the Ministry of Health as the highest decision maker for the government sector and through the head office of the Health Service Institution (LLK) for the private sector. Based on the survey results, the majority of respondents understand the importance of early detection of Hepatitis B and are willing to conduct further screening if the service is available. This can be seen as a potential market for Hepatitis B diagnostic kits, where the company needs to encourage co-promotion strategies with the government, private sector, and competitors to build awareness about Hepatitis B. On the other hand, the Indonesian government's clear favoritism towards local health innovation products, as well as the opening of opportunities from Hepatitis B diagnosis claims through BPJS Kesehatan, provide high potential for product development and marketing of Hepatitis B diagnostic kits.