INTEGRATING TRADITIONAL AND DIGITAL MARKETING STRATEGY TO IMPROVE CUSTOMER ACQUISITION IN MEDICAL DEVICE INDUSTRY: CASE STUDY OF PT. CAHAYA INDONESIA
Digital innovation is the most critical and beneficial strategy to address the need for expansion in health systems. However, the goal goes much beyond merely updating the infrastructure. From a consumer standpoint, digital innovation must aim to radically alter the healthcare business model, includ...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76480 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Digital innovation is the most critical and beneficial strategy to address the need for expansion in health systems. However, the goal goes much beyond merely updating the infrastructure. From a consumer standpoint, digital innovation must aim to radically alter the healthcare business model, including the medical device business. Over the past few years, medical device businesses have received aggressive, record-breaking investments. The Medical Device company is also greatly influenced by the digitalization phenomenon, which requires them to shift to adjust to new consumer behavior in Digital. PT. Cahaya Indonesia is one of the medical device companies in Indonesia that has had an impact on this which has caused a significant decrease in sales in the digital transformation era. PT. Cahaya Indonesia, as a B2B business, does not only consider digital but also the salesperson in traditional marketing as a critical point to touch and interact with customers. A proposed marketing strategy integrating traditional and digital marketing is needed for this company to remain competitive during a digital transformation. The purpose of this research is to study PT. Cahaya Indonesia's customer journey in business conditions and then determine the right digital strategy to increase PT. Cahaya Indonesia sales and customer acquisition. Primary data collection is done by interviewing from the company and consumer sides to determine customer behavior. Based on interviews with PT. Cahaya Indonesia's customers, several customer frustration points were identified in PT. Cahaya Indonesia's digital consumer journey: Customers want the flexibility to get product information before purchasing because they must wait for the customer service or salesperson to answer their needs. Exploration of the products before buying them, customers want products of good quality, and customers enjoy the convenience of knowing people with experience with the consequences.
Through this study, the Author reformulates PT. Cahaya Indonesia digital strategy with the 5A consumer journey framework to maximize every consumer touchpoint. The Author brings the study to answer two main problems: to build a customer journey strategy that fits the PT. Cahaya Indonesia target market, and second to create recommendations of the best integration for traditional and digital strategy for PT. Cahaya Indonesia to make customer journeys in medical device companies more engaged and seamless.
The recommendation is to create the integration of traditional and digital marketing strategies, utilizing customer experience in digital platforms. Then, implement Live Chat Features on websites and WhatsApp as proposed digital marketing strategy for PT. Cahaya Indonesia. Scientific recommendations, namely the recommendations of this research, further research can look at the customer journey in different industries.
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