PROPOSED PERSONAL SELLING MARKETING STRATEGY FOR NEW ROSUVASTATIN (ANTI-CHOLESTEROL) PRODUCT FROM PT MEPROFARM

• Main Author: Gitta Paramita, Nadia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87026
• Institution: Institut Teknologi Bandung

The sales of Rosuvastatin in Indonesia heavily rely on physicians' willingness to prescribe the product to their patients. This study aims to design an effective personal selling strategy for PT Meprofarm based on an analysis of the company’s competitive advantage and physicians' prescribing behaviour. A SWOT analysis revealed that PT Meprofarm holds competitive advantages, including positive bioequivalence test results, lower product pricing compared to key competitors, a trustworthy brand reputation, and long-term relationships with physicians. Additional opportunities include government support through the JKN program and increasing public awareness of cholesterol management. However, challenges such as dependence on a single supplier and negative perceptions of generic products must be addressed. The study applied the Theory of Planned Behaviour (TPB) to analyze factors influencing physicians’ prescribing intentions and behaviour, including attitudes, subjective norms, and perceived behavioural control (PBC). Data were collected through a survey of 361 physicians in West Java, with a response rate of 60.11%. The analysis utilized Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicated that PBC has the strongest influence on prescribing behaviour, followed by attitudes, while subjective norms were insignificant. The proposed personal selling strategy includes evidence-based education, segmentation targeting rural and peri-urban physicians, tailored communication addressing individual needs, and using digital technology to enhance efficiency. The strategy also emphasizes building long-term relationships and maintaining ethical marketing standards to ensure physicians trust the product. This study provides valuable insights for pharmaceutical companies to improve the effectiveness of personal selling strategies and highlights the importance of physicians’ attitudes and PBC in influencing prescribing behavior. It also recommends further research exploring additional factors and expanding the geographical scope to provide broader applicability.