PROPOSE MARKETING STRATEGY OF NON STEROIDAL ANTI INFLAMMATORY (NSAIDS) SELECTIVE COX-2 INHIBITOR TO INCREASE DEMAND BY SALES DRIVEN OF PHARMACIST’S RECOMMENDATION BASED ON AISAS MODEL IN THE RETAIL PHARMACY

• Main Author: Utomo Go, Cahayadi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86640
• Institution: Institut Teknologi Bandung

Inflammation is a condition that generally occurs in patients with joint-related diseases or injuries that are characterized by pain. In treating pain, the drugs often used are NSAIDs. NSAIDs COX-2 have advantages in terms of strength and high safety level for patients with gastric (Gastrointestinal) problems. They are relatively safe for patients with cardiovascular (CV) disease history. Sanisphere data shows that 33% of pharmacy transaction sales volume is driven by recommendations from pharmacists and frontline employees. Thus, pharmaceutical companies have a significant opportunity to increase demand through pharmacist recommendations in the retail pharmacy segment, especially for NSAIDs COX-2. This research focuses on implementing an effective marketing promotion mix strategy using the AISAS Model using a mixture of qualitative and quantitative methods through open and close question surveys to analyze the perspective of pharmacists and frontliners regarding influencing factors and marketing activities and tools effectively implemented in the retail pharmacy segment and Interview the expert for validation. This research also analyzes external factors, namely competitor analysis and internal analysis, namely marketing mix and STP analysis. The research results show that pharmacists consider the following factors for COX2: drug indications and pain symptoms, drug safety, drug risk, Drug quality, strength, Onset and effectiveness in treating pain, product knowledge, marketing activities, patient’s economics, and patient’s request on drug molecule. Several effective marketing activities are applied at each stage of the AISAS Model, namely Detailing product knowledge, merchandise, discount, seminar, webinar, marketing activities, sponsorship, and sales visiting. The results of interviews with several pharmaceutical company experts show that they agree with the results of quantitative surveys on both factors and marketing activities.Pharmaceutical companies can implement this effective marketing activity proposal to increase demand for COX-2 NSAIDs in pharmacies through pharmacist and frontline recommendations.