ANALYSIS OF MARKETING STRATEGY OF PT MERCK TBK IN RESPONSE TO BPJS PROGRAM

Abstract

Indonesia run into a new system of health services since January 2004. Cost of the direct payment method from the patient change into warranty system by government. Since BPJS Kesehatan (Badan penyelenggara Jaminan Sosial Kesehatan) as turning point healthy system that we‟ve been used from a long time. Jamsostek already changed into BPJS, followed by the healthcare industry itself. Its like the system in Hospital that has changed, Pharmacy Industry also receive a big impact as well. Generic drugs (which is one of the types of medicine) with the inexpensive price become first choice of cardholders of BPJS. Procurment of the drugs itself, who focusing on Generic drugs bring a lot of change to the market of pharmacy, either as suppliers, producers and the customers too. The real Impact, drugstore losing the customer, company who have big name as Merck, KalbeFarma,etc suddenly losing their capability to survive in their specialist industry. Pharmacy industry have to reduce growth because it has to operate in low-class market. “drugstore‟s market losing their profit 20% until 60%,” said of lecturer from faculty of pharmacy UGM Dr Sampurtno MBA Apt in seminar “Prospect of Pharmacy Industry in Indonesia” in Univesity Club UGM Yogyakarta, “BPJS Kesehatan already serving 106,1 million of their customers. That number of patients is the potency of drugstore losing their patients.” PT Merck as old player in global pharmacy industry as well can‟t mantain or even increase their sales in 2014. Their Sales decreasing from 1.193 billion into 1.179 billion. Even though that number not bad as PT Sido Muncul whose sales decreasing from 2.372 billion in 2013 into 2.197 in 2014. Even all those fact and numbers, it‟s estimated that in Indonesia will be increasing in 2015 as much as 11.8% with the total value of 61.4 trillion or US$ 4.6 million. Some 6 argue that the number will only profitable the big companies in this industry because the raw material of the drugs circulated in Indonesia, 96% still from import. There must be a good strategy to deal with the new system created by the government. Even with this kind of policy, the big names cannot survive from falling in 2014. PT Merck is confident that their profit will increase as soon as possible. PT Merck starts out entering the low-cost drugs while keep maintaining their speciality in middle in to high-cost drugs. PT Merck also built the subsidiary in regions in Indonesia