PROPOSED STRATEGIC MARKETING OF HPV VACCINE, (CASE STUDY: PT. BF)

• Main Author: Pasha, Maulidina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85681
• Institution: Institut Teknologi Bandung

Cervical cancer, primarily caused by Human Papillomavirus (HPV), remains a significant health issue in Indonesia. Despite the availability of an effective vaccine, public awareness and acceptance are still low. This study proposes a strategic marketing plan for PT BF to increase awareness and acceptance of the HPV vaccine. Through a survey of 400 respondents, the findings revealed that 42.4% of participants have neutral knowledge about HPV, indicating a significant gap in awareness. Additionally, 28.6% of respondents expressed high trust in health information obtained from social media, while only 24% had moderate trust, highlighting the need for more effective educational efforts. The recommendations include engaging social media campaigns, collaborating with influencers and healthcare providers, and expanding outreach to rural areas. Addressing misinformation and ensuring continuous monitoring are crucial components. This strategic plan aims to position PT. BF as a key player in improving health outcomes in Indonesia, particularly in eliminating cervical cancer.