ANALYSIS OF MARKETING STRATEGY OF PT MERCK TBK IN RESPONSE TO BPJS PROGRAM By Michael Tiopan Manurung 014201200049 A Skripsi presented to the Faculty of Business President University in partial fulfillment of the requirements for Bachelor Degree in Economics Major in Management May 2017
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
ANALYSIS OF MARKETING STRATEGY OF
PT MERCK TBK IN RESPONSE TO
BPJS PROGRAM
By
Michael Tiopan
Manurung 014201200049
A Skripsi presented to the
Faculty of Business President University
in partial fulfillment of the requirements for Bachelor Degree in Economics Major in Management
May 2017
2
PANEL OF EXAMINERS
APPROVAL SHEET
The panel of examiners declared that the skripsi entitled “ANALYSIS
OF MARKETING STRATEGY OF PT MERCK TBK IN
RESPONSE TO BPJS PROGRAM” that was submitted by Michael
Tiopan Manurung majoring in Management from the Faculty of Business
was assessed and approved to have passed the Oral Examinations on May
16, 2017.
Jhanghiz Syahriyar, BSc., M.M
Chair – Panel of Examiners
Filda Rahmiati, MBA
Examiner 1
Ono Supriadi, Ph,D.
Examiner 2
3
SKRIPSI ADVISER
This skripsi entitled “Analysis of Marketing Strategy of PT Merck
Tbk in Response to BPJS Program” prepared and submitted by
Michael Tiopan in partial fulfillment of the requirements for the degree
of Bachelor in the Faculty of Business has been reviewed and found to
have satisfied the requirements for a skripsi fit to be examined. I
therefore recommend this skripsi for Oral Defense.
Cikarang, Indonesia, May 12, 2017
Acknowledged by, Recommended by,
Dr. Dra. Genoveva, M.M Ono Supriadi, Ph,D.
Head of Management Study Program Skripsi Adviser
DECLARATION OF ORIGINALITY
4
RECOMMENDATION LETTER
I declare that this skripsi, entitled “Analysis of Marketing Strategy
of PT Merck Tbk in Response to BPJS Program” is, to the
best of my knowledge and beliefs, an original piece of work that has not
been submitted, either in whole or in a part, to another university to
obtain a degree.
Cikarang, Indonesia, May 12, 2017
Michael Tiopan
5
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
7
ACKNOWLEDGEMENT
Praise and great gratitude submitted to almighty Allah and Jesus who always gives
the writer gracious mercy and tremendous blessing that finally i made this. This
skripsi is arranged to fulfill the requirements for obtaining bachelor‟s degree, in
Management study program, Faculty of Business, President University.
I would like to thank you to all of those who have given me help, contribution and
guidance so that this skripsi can be finished. Completion of writing of this skripsi, the
author would like to thank to:
1. Lord Almaighty Allah and Jesus with his blessing and merciful that allows me
seeking precious knowledge up until higher level as well as has helped me to
finish this skripsi.
2. My beloved parents Papi and Mami for their spirits, love, as the best parents
ever in this world. Always behind my back whatever happens. Always be the
one who fixing everythingand always pray, encouraging, giving material I
needed, working hard, always trying to do the best, to support me and giving
the happiness in my life, and always give me advices and motivation so I can
finish my study. They are hero of my heart whom I will not regret in this life.
3. My brother and sister Natasha and Varrel that always be there thanks for your
love and support and giving motivation for me during this skripsi and my
study.
4. My cousin that live in here, keep wake me up and told me to finish mine.
5. My Thesis Adviser, Mr Ono Supriadi as the greatest adviser that I know,
thank you for your guidance, attention, patience and kindness during the
process of writing and finishing this skripsi, Thanks for your good advice and
valuable input. I‟m so proud to have you as my skripsi adviser.
6. My Favorite lecturer, Mrs. Genoveva, the person who always helps and
inspires me gains knowledge in university life with simplest ways. Thanks for
8
your guidance, care, time, and kindness; you are the best and friendliest
lecturer ever.
7. Straysuckers Squad‟s: Friends Sam, Kenny, Jones, Edwin, Ryan, Faisal,
Mamad, etc that i can‟t mention it one by one. Skip hangout for a long time
but you keep support me, thanks brah
8. This girl that I always bother in the night when im doing my thesis. While i
put her to helping me even shes in her busiest day. Thank you so much, Ma
Angelica Marchan Gomez. We are in thousand miles away, but your support
right next to me. I know you no longer mine, but this thesis still for us. I
believe it all happens for a reason, either know youre a blessing or a great
lesson. See you when i see you. Hope you doing great too. Happy graduation
9. Naga Hitam Riverside, thanks for being my family in my university life, thank
you for your laughs, togetherness, and craziness. I hope our brotherhood will
not give up until we are older. Keep in touch brader!
10. All of the lecturers who have given my precious insight, shaped critical
mindset for me to be a sustainable leader in near future. All of you are indeed
unique so that I can learn how to see a thing from different point of view.
9
Table of Contents
PANEL OF EXAMINERS ....................................................................................................... 2
APPROVAL SHEET ................................................................................................................ 2
SKRIPSI ADVISER ................................................................................................................. 3
DECLARATION OF ORIGINALITY ..................................................................................... 3
RECOMMENDATION LETTER ............................................................................................ 4
ABSTRACT .............................................................................................................................. 5
ACKNOWLEDGEMENT ........................................................................................................ 7
CHAPTER I ............................................................................................................................ 11
Introduction ............................................................................................................................. 11
1.1 Background of the Study......................................................................................... 11
1.2 Identification of the Problem .................................................................................. 13
1.3 Statement of the Problem ........................................................................................ 15
1.4 Research Objective ................................................................................................. 15
1.5 Significance of the Study ........................................................................................ 15
1.6 Research Scope and Limitation............................................................................... 16
CHAPTER II ........................................................................................................................... 17
The Profile of PT Merck Tbk .................................................................................................. 17
2.1 History of MERCK ................................................................................................. 17
2.2 PT Merck Tbk ......................................................................................................... 18
2.2.1 Vision, Mission, and Values ........................................................................... 19
2.2.2 Organization Structure .................................................................................... 20
2.2.3 Product and Service ........................................................................................ 22
2.3. Badan Penyelenggara Jaminan Sosial Kesehatan (BPJS Kesehatan) ..................... 23
CHAPTER III ......................................................................................................................... 25
Research Methodology ........................................................................................................... 25
3.1 Research Design ...................................................................................................... 25
3.2 Supporting Theories ................................................................................................ 26
a. Five Forces Model .................................................................................................. 26
b. SWOT Analysis ...................................................................................................... 29
10
c. Marketing Mix ........................................................................................................ 31
CHAPTER IV ......................................................................................................................... 33
Research Findings and Interpretation ..................................................................................... 33
4.1 The Influences of BPJS on the Pharmaceutical Industry ............................................. 33
4.2 Strategic Marketing Response of PT Merck Tbk to BPJS Program ............................. 36
4.2.1 Porter‟s Five Forces ............................................................................................... 36
4.2.2 SWOT Analysis ..................................................................................................... 42
4.2.3 Marketing Mix P4 .................................................................................................. 47
CHAPTER V .......................................................................................................................... 51
CONCLUSION AND RECOMMENDATION ...................................................................... 51
5.1 Conclusion .............................................................................................................. 51
5.2 Recommendation .................................................................................................... 53
REFERENCES ....................................................................................................................... 55
APPENDICES ........................................................................................................................ 57
TRANSCRIPT OF INTERVIEW ....................................................................................... 57
TURNITIN .............................................................................................................................. 74
11
CHAPTER I
Introduction
1.1 Background of the Study
Marketing activity is one of the functions that is very important to the business
industry. Marketing strategy, meanwhile, is the key to achieve the goals a company
has in its mission and vision.
A company‟s success can be judged from the report and reviews of their activities in
the industry, the market and from their effective marketing as well. Thats why the
important task in marketing is paying attention to the market - what their next step
would be, how would they develop, and how to be a competitive brand in the market
to fulfil its demand and accomplish its objectives.
Based the theory of SWOT (Strengths, Weaknesses, Opportunities, Threats.) analysis
Five Porter and Marketing Mix. That are all the things that company should pay
attention to in order to achieve the perfect marketing strategy.
In this case, BPJS as the factor that change the whole industry. BPJS (Badan
Penyelenggara Jaminan Sosial) was ratified in December 31, 2013.
PT Merck Tbk is one of the players who exist in pharmacy industry in Indonesia and
among those companies who directly accepted the effect of the pharmacy policy.
12
FIGURE 1.1
Profit or Loss and other comprehensive income 2011 - 2013
Source : (PT Merck Tbk, 2013)
In fact, their sales from the 2011- 2013 is increasing. PT Merck Tbk make positive
growth from last 3 years. To imagine of the how strong the company we see that the
company is keep growing in last 3 years.
But from figure 1.2 where the anual report of PT Merck Tbk 2013 – 2015 were
decreasing by years. It means that after that years from BPJS, their sales and profit
were decreasing. Either it giving effect of their sales directly or not, it makes PT
MERCK have to deal with a new era of Pharmacies Industry. That‟s why company
have to found a new strategy to make the price become normal again.
13
FIGURE 1.2
Profit or Loss and other comprehensive income 2013 - 2015
Source : (PT Merck Tbk, 2015)
This study examines the strategic management suitable to the PT MERCK TBK
company, making use of the SWOT analysis and the marketing mix. The marketing
part will be the most important aspect the company needs to maintain its position in
the market or industry that they belong in.
1.2 Identification of the Problem
Even when the pharmacies industry in increasing like we identification of the
problem, the PT MERCK TBK is decreasing. It looks like the BPJS is helping the
population to increase their purchasing power to buying the drugs but it doesnt effect
to the PT MERCK itself. Thats why PT MERCK TBK need to find some ways to
make their sales increasing again.
14
FIGURE 1.3
Pharmaceutical Market in Indonesia
Source : (Medistiara, detik.com : Finance, 2016)
While in the other side, some of the companies are facing a decreasing sales. Like PT
MERCK did, their sales is decreasing from 2013 ( December 31, 2013 is the day the
BPJS program is inagurated) until 2015. Even in that time the pharmacy industry as
general is increasing around 1,5%. It means that the number of customer who
consume the drugs is increasing came from BJPS‟s effect because the price is
affordable as the standard of the drugs in BPJS‟s program in E-Catalog.
So they have to find a new marketing strategy to survive in the pharmacies Industry,
either to entering and focusing a new market or trying to enter the BPJS program in
E- Catalog or last choosen is making an Inovation who can completing the market.
15
Based on the statement above, the title of this study is “Analysis of Marketing
Strategy of PT Merck in Response to BPJS Program”
1.3 Statement of the Problem
Specifically, this study aims to answer the following questions:
A. What are the biggest influences (either good or bad way) from BPJS on the
industry of pharmacy in general and on PT MERCK itself in particular?
B. What should PT MERCK response to BPJS program in term of strategic
marketing?
1.4 Research Objective
Based on the research questions, this research has several objectives to be achieved as
follows:
a. To find out the biggest influences of BPJS on the industry of pharmacy in
general and on PT MERCK itself in particular.
b. To analyse the responses of PT MERCK to BPJS program in term of strategic
marketing.
1.5 Significance of the Study This research was made to provide the information, knowledge and suggestion to PT
MERCK TBK and to students that studies strategic management.
a. For researchers, this study was made to provide the suitable strategic
management of PT MERCK TBK in Indonesia and to fullfil the requirements
for a bachelor degree in the Faculty of Business Majoring in Management at
President University.
b. For PT MERCK TBK and the public, this study provides a better
understanding of what kind of strategic management that suits them and to
16
learn how to use the marketing mix and SWOT analysis to get a suitable
strategic management.
c. For Futute research, to provide the component, either as the theory or as
comparison of the thesis itself.
1.6 Research Scope and Limitation
a. Scope
The scope of the study is to find the best strategy for marketing of PT Merck Tbk in
term to response the BPJS program. That‟s why the author conducted “Analysis of
Marketing Strategy of PT Merck in response to BPJS Program”.
b. Limitation
This study focuses on Indonesia with PT MERCK TBK as a subject and their sale‟s
report as the comparison to find out the suitable strategic management for the PT
MERCK TBK with the methods of the marketing mix and SWOT analysis to deal
with the impact of BPJS.
17
CHAPTER II
The Profile of PT Merck Tbk
2.1 History of MERCK
MERCK Group or familiar called by Merck is Germany‟s multinational company
who run in chemical, pharmaceutical and life sciences company headquartered
in Darmstadt.
Merck is founded in 1668c by Friedrich Jacob Merck took over an apothecary, The
Engel-Apotheke ( The Angel Pharmacy) in Darmstadt, German. After around 150
years later, Heinrich Emmanuel Merck, a colaborator of Justus Liebig, took the
Family business and started convension to Manufacturer of Pharmaceutical and Raw
Material of chemicals and become E. Merck
Their major research and development centre is in Darmstadt for Europe, Tokyo and
Beijing for an Asian and Boston for United Stated region. Merck is the first company
who created Morphine and Cocaine for the world War I for the soldiers.
In 1891, Firm send to George Merck (Heinrich Merck‟s Grandson) to New York
when he was 23. George spent seven years trained in family company when he
established Merck & Co as subsidiary of Merck Group in Darmstadt with Theodore
Weiker. The mission of the Merck & Co is becoming the main gate of E. Merck to
enter United States to fulfill their market in American Continent.
In September 2006, Merck tookover another company in Bid of $ 13.2 billion for
Serono SA, Switzerland‟s biotech firm. They also buy-out the Betarelli family‟s share
as much 64.5 % . Merck Serono begin the operations in 2007.
18
In 2010, Merck tookover Millipore as Bioscience, Lab Solutions, and Process
Solutions right now, Merck use millipore as supplier to the life science industry.
2.2 PT Merck Tbk
PT Merck Tbk from Indonesia itself established in 1970 as the leading multinational
company on the pharmaceutical and chemical business in Indonesia. Only in eleven
years after, they Listed on Indonesia Stock Exchange as one of the first Indonesian
companies that shares their share to public. After that, in 2014 PT Merck Tbk share
Chemicals legal entity to became PT. Merck Chemicals & Life Sciences.
Figure 2.1
PT Merck Tbk
Source: (PT Merck Tbk, 2016)
PT. Merck Tbk. has three main unit business activities which are Healthcare, Life
Science, and Performance materials.
On healthcare business unit that belongs to pharmaceuticals sector, they offering
innovative prescription drugs as well as over-the-counter product, for the Chemicals
or Performance Materials, they are offering a wide range of specialty chemicals, such
19
as liquid crystals for displays, effect pigments for coatings and cosmetics, or high-
tech materials for the electronics industry.
While, in the Life Science business is where they‟re offering the Innovative tools and
laboratory supplies for the life science industry that make research and biotech
production easier, faster and more successful.
2.2.1 Vision, Mission, and Values
A. Vision
We at PT Merck Tbk will be admired by all stakeholders for our continued,
sustainable and above-market entrepreneurial success in the businesses we operate
in.
B. Mission
Our Customer through extending opportunities to their businesses in long
term, mutually beneficial partnership.
Our customer through providing safe and meaningful product.
Our shareholders through generating sustainable and acceptable returns.
Our employees through creating a safe workplace with equal opportunities
for all.
Our environment through our role model implementation of protection
measures and support of society.
C. Value
Integrity Respect Transparancy
Bravery Achievement Responsibility
20
2.2.2 Organization Structure
A. Corporate Structure
The corporation Structure that merck have is divide into 2 part. Chemicals and
pharmaceutical. Even today the Pharmaceutical is giving a right being a legal entity
as Merck Chemicals and Life sciences, the stucture from PT Merck TBK that they
used still this one.
Figure 2.3
Corporate structure
Source: (PT Merck Tbk, 2016)
21
B. Management Structure
PT Merck Tbk‟s highest authority still in the board of directors that consist of 3
people. Their President Director Martin Feulner as leader of the PT Merck Tbk with
Corporate Secretary, Mrs Trivita Damayanti and Human Resources Head Mrs Atiek
Sawitri.
Figure 2.4
Management Structure
Source: (PT Merck Tbk, 2016)
1. Board Of Commissioner :
a. Bradley David Simpson : President Commissioner
b. Hon Keong Choo Komisaris : Commissioner
c. Parulian Simanjuntak : Independent Commissioner
Board of
Commissioner
s
President Director
Martin Feulner Human Resources Head
Atiek Sawitri Corporate Secretary
Trivita Damayanti
Plant Director
Arryo Aritrixso Teguh PW
Consumer Health Director
Holgerer Guenzel
Merck Serono
Director Chemicals Director
Evien Yulin
Director Finance Director
Bambang Nurcahayo
22
2. Based on their annual report in 2016, the composition of the Company‟s
shareholders as of December 31, 2016 are as follows:
a. Merck Holding GmbH : 331,483,000 shares
b. Emedia Export Company mbH : 56,711,920 shares
c. Rainbow Fund LP : 16,428,000 shares
d. TH. Setyowati Suroso : 5,606,000 shares
e. Robert Alexander Stone : 4,320,000 shares
f. Other public : 33,451,080 shares
2.2.3 Product and Service
A. Healthcare – Biopharma
Theres 2 kind of PT Merck Tbk product in drugs, which is biopharma product and
customer health product. Biopharma product can you get if your have recipe from
doctor. This drugs did not traded in the free market.
B. Healthcare – Consumer Health
Customer health product is kind of product that you will see the advertising in the TV
or Internet. This product that literally can you found in the drugstore everywhere.
This product you can get without the recipe.
C. Life Science Product
Life Science Product is the product that contain of the chemical. In 2014, the Merck
separate the Chemicals legal entity to became PT. Merck Chemicals & Life Sciences.
They engaged in the chemical and the tools of it.
They producting useful tool and sevices to make pharmaceutical a& biotechnological
faster safely, effectively and cost efficiently.
23
D. Performance Materials Product
The peformance materials product is the part where the PT Merck Tbk is using the
chemicals in the materials for the real life like technology or the primary needs for
human.
2.3. Badan Penyelenggara Jaminan Sosial Kesehatan (BPJS
Kesehatan)
BPJS is one of those program that launched by the government in Jan 1, 2014. They
launched BPJS Kesehatan and BPJS Ketenagakerjaan to replace the last policy.
BPJS Kesehatan itself is transformation from PT ASKES (Asuransi Kesehatan) that
have function to helping the entire population in Indonesia to earned same way of
facilities in health section. The biggest effect that inflicted to the population is they all
can be served in same way like everyone did. It's easy to registered as one of those
user of BPJS Kesehatan, it helping people to cover the expense of their medical
issues.
There‟s a 3 types of BPJS, namely:
1. Class 1 : People can pay a price with Rp 80.000 every month for class one
facility
2. Class 2 : People can pay a price with Rp 51.000 every month for class two
facility
3. Class 3 : People can pay a price with Rp 30.000 every month for class three
facility
Back to the past, Indonesian government issued the policy in 1968 about regulate the
maintenance healthy for public servant/ employee and pesion recipients (Public
Employee and army forces) with family members based on presidential decree
number 230 years 1968. Health Minister of Indonesia form a special institution in
Healthy Department in Republic of Indonesia which is Badan Penyelenggara Dana
24
Pemeliharaan Kesehatan (BPDPK), where by Minister of Health Republic of
Indonesia in that time (Prof. Dr G.A. Siwabessy) as the origin of National Health
Insurance.
In 1984, Government another policy to increasing the quality of the program of health
insurance as we can found in government regulation number 22 in year 1984 about
maintenance the public employee and pesion recipients (Public Employee and army
forces) with family members. The status of internal institution changed name become
Husada Bhakti Public Company.
In 1992, based on another government policy year 1992 number 6, Perum Husada
Bhaktiis changed into PT Persero because the flexibility of the maintence of the
finance, independence management and report to the government.
In 2005, PT Askes (Persero) giving task by the government by departement of health
Republic of Indonesia based on Nomor 1241/MENKES/SK/XI/2004 dan Nomor
56/MENKES/SK/I/2005, as parties that maintence the Program Jaminan Kesehatan
Masyarakat Miskin (PJKMM/ASKESKIN). That program belongs to low class
population.
3. Based for organize :
a. UUD 1945
b. UU No. 23/1992 About health
c. UU No.40/2004 about National Health Insurance System or
Sistem Jaminan Sosial Nasional (SJSN)
d. Health Ministerial decree number 1241/MENKES/SK/XI/2004
and number 56/MENKES/SK/I/2005,
Started from January 1, 2014, PT Askes Indonesia (Persero) changed name to BPJS
Kesehatan based on Undang Undang no 24 tahun 2011 about BPJS
25
CHAPTER III
Research Methodology
In this chapter, the researcher explains the research methodology used to obtain the
necessary information and data that can be in this study. Research is defined as a
systematic effort that aims to find out, develop, and test the correctness and validity
of scientific data using scientific data. While, the methodology is an activity for
which are related to the research framework to get the purpose of research and to find
out a reliable response from the research question.
3.1 Research Design
As the basic of everything, Research itself have a lot of definition. Research can be
explained as a scientific and systematic search for pertinent information on a specific
topic (Kothari, 2004). In fact, research is an art of scientific investigation. Based on
The Advanced Learner‟s Dictionary of Current English lays down the meaning of
research as “a careful investigation or inquiry specially through search for new facts
in any branch of knowledge”. Research Method can be interpreted as guidelines for
researcher to process the problem that happens and find out the benefit to every
parties that involve in the research.
The way that author used to find the problem is qualitative research. There is a lot of
way to find data with qualitative research. Interview, observation, documentation and
focus group discussion.
26
1. Interview
Interview is process of communication or interaction for collecting the data or
information with question answer directly with the interviewees. Author interviewing
couples of name that related with the PT Merck Tbk, BPJS program and also person
who affected by BPJS Program
2. Observation
In terms using observation, the effective way to collect it is with observation in terms
to find the valuation for the result. As the intern is PT Merck Tbk, author be one of
the part of the corporate who affected by the BPJS program.
3. Secondary Data
In terms of founding the data, Author using the related facts and theory in journal,
news & article that can support the thesis itself. The Author using the secondary data
to defending the point and the knownledge that become the source in this thesis.
3.2 Supporting Theories
Maketing is the way how the company can reach their customers. Based on American
Marketing Association‟s (AMA) Board of Directors, Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. (AMA,
2013).
a. Five Forces Model
The five forces model is powerful tool to understand the line or border of the business
itself. Company can use this as the guide wherever the company stand right now,
either as leader of market, player that about chasing of the market leader and the new
entry that about to join the market or industry.
27
Although there are various tools for analyzing the competitive environment such as
the Five forces analysis, Game plan, Value Chain model, PESTEL model and the
Strategic group analysis (Porter, 1998), the researcher chose the Five forces analysis
model due to define the changes in pharmaceutical industry. Porter‟s Five forces
model of competitive analysis is an illustration of how the Five competitive forces
can be used to explain the changes of the industry (Hill & Jones, 2007)
Figure 3.2
Porter’s Five Forces Model
source: (Porter, 1998)
“The intensity of these forces highly determines the average expected level of
profitability in an industry and their thorough understanding, both individually and in
combination, is beneficial in deciding what industries to enter, and in assessing how a
firm can improve its competitive position” (McGahan & Porter, 1997). These Five
forces are the threat of new entrants, buyer power, supplier power, threat of
substitutes, and rivalry among the companies in industry, which is:
1. Threat of New Entry: The rivality of the industry is affective by how easy the
new entries come to the industry. Threat of new entry can become low if entry
Threat of
Substitution
Industry Rivalry Bargain Powers
Of Customer
New Threat Of Entrants
Bargain Powers
Of Supplier
Regulatory
28
barriers are high or the new-comer anticipates a sharp retaliation from
established competitors. Porter said “identifying substitute products is a
matter of searching for other products that can perform the same function as
the product of the industry” (Porter, 1998)
2. Supplier Power: Suppliers can pressurize an industry by through price
increments or quality reduction of the purchased products (Osita, Christian,
Idoko, & Justina, 2014). In here we will see how easy supppliers to drive
price as they want. While the market getting bigger and the companies that
production is increasing in amount number of player while supplier is still the
same number, it will impact to the supplier to increasing their power.
3. Threat of Substitution: Identifying substitute products involves searching for
other products or services that can perform the same function as the industry‟s
products (Alkhafaji, 2003). This can happens because affected by the
customer or company in that market or even new comer to find a different
way to doing whatever market did before.
4. Buyer Power: This sector is decided how the buyer put down the price of the
market. We know the demand is inversely proportional with the supply. The
power of each buyer group depends on the attributes of the market situation and the
importance of purchases from that group compared with the overall business
(Alkhafaji, 2003)
5. Competitive Rivalry: The company have to know how many competitors that
industry have. In this case usually if there only few players in that industry,
the innovative and the new product will go fast. Fast in here means they can
do innovative movement and steps in short term. It is jockeying for position
whereby banks use tactics like price competition, advertising battles, product
introductions, quality competition, and increased customer service or
warranties (Pearce & Robinson, 1994)
29
b. SWOT Analysis
SWOT Analysis is one of the basic tool to analysis related to the industry. The
differences between the five porter is SWOT using our company as benchmark. We
will find the Strengths and Weaknessess of the company itself. In industry, observe
about the opportunity that company can take and threat if they stay on that industry.
Table 1 SWOT analysis matrix (Whalley, 2010).
Strengths Weaknesses
Opportunity How do I use these strengths
to take advantage of these
opportunities?
How do I overcome the weaknesses
that prevent me from taking advantage
of these opportunities?
Threats How do I use my strengths to
reduce the impact of threats?
How do I address the weaknesses that
will make these threats a reality?
There are four tools as we know:
1. Strengths: “Strengths is current factors that have prompted outstanding
organizational performance” (Harrison, 2010). Strengths are the factor that
can provide to analysis the plus value of the company itself. The company
know with the strengths from swot, they already know the cappability of their
company. If they know their strengths, they can use that to sharpen that to
maximizing company‟s performance and being of the leader of the market
30
2. Weaknesses: “Weaknesses are the qualities that prevent us from
accomplishing our mission and achieving our full potential” (Osita, Christian,
Idoko, & Justina, 2014). Weaknesses are factors that decreasing the
performance of the company and quality of the brand and increasing the cost
of peformance. Company have to know this because weaknesses have to be
cover it soon.
3. Opportunity: Opportunity is a chance where the company can maximize their
profit or peformance in that industry. Company have to observe this way to
find the chance to developing their company in the future. “Opportunities are
presented by the environment within which our organization operates. These
arise when an organization can take benefit of conditions in its environment to
plan and execute strategies that enable it to become more profitable.” (Osita,
Christian, Idoko, & Justina, 2014)
4. Threats: “Threats arise when conditions in external environment jeopardize
the reliability and profitability of the organization‟s business” (Osita,
Christian, Idoko, & Justina, 2014). Threats have to observe by the company to
face the worst possibility that they may face in the future. If they didnt think
about that soon, the threats may be barrier to develop the company or
increasing the peformance.
SWOT Analysis must be one part of method that catogorized as the basic one. We
will see the point from 4 different perspective. The result of the analysis can be used
to reccomendation for keep up the strength and increasing the value of the company
while the company can prevent the threats.
31
c. Marketing Mix
Company have to decide on its target group of customers to be served. After they
decide which part of market or target group that they focus on, using the appropriate
product, price, distribution and promotional efforts. Which is all of that is part of
Marketing Mix.
Figure 3.3
Marketing Mix: A Bird’s Eye View
Marketing mix is not a scientific theory, but merely a conceptual framework that identifies
the principal decision making managers make in configuring their offerings to suit
consumers‟ needs. The tools can be used to develop both long-term strategies and short-term
tactical programmes (Palmer, 2004)
Target Customer Product Promotion
Product
Price
source : Marketing Mix Model (Kotler, Marketing
Decision Making: A Model Building, 1971)
32
According to Kotler, “Marketing Mix is the set of controllable variables that the firm
can use to influence the buyer‟s response” (Kotler, Marketing Management, 2003).
The controllable variables in this context refer to the 4 „P‟s [product, price, place
(distribution) and promotion].
4p‟s is basic to know where are the company stand now. Can describe as :
1. Product: Product refers to a physical product or service for a consumer is
ready to pay (Rasmussen, Andrea, Ude, & Landry, 2010). It includes tangible
goods like furniture; garments, grocery items, etc. Intangible products like
services are purchased by consumers.
2. Price: Price is the amount the consumer must exchange to receive the offering
(Rasmussen, Andrea, Ude, & Landry, 2010). As the price of a product depends on
different elements and hence it is changes constantly thus the pricing should
be dynamic so that it can bear the changes over duration.
3. Promotion: Promotion is one of the most powerful elements in the marketing mix.
Sales promotion activities are publicity, public relations, exhibition and
demonstrations etc. It is marketing manager who decides the level of marketing
expenditure on promotion (Rasmussen, Andrea, Ude, & Landry, 2010).
If the company want to explain their product, related to the price, features,
availability, etc. The company will focusing on this part. Promotion is the best
way to selling the goods and services.
4. Place: Goods or sevices that want to be sold to the customers have to pay
attention to the place where it belongs (Rasmussen, Andrea, Ude, & Landry,
2010).
Its like they have to do meet face to face with the seller to trust the goods. But since
the technology, people tend to buy thing from everywhere. Just because people
usually bought it from online, doesnt means the company didnt have to find the right
spot to put their place and services.
33
CHAPTER IV
Research Findings and Interpretation
Data analysis is the process looking, founding and arranging with systematic data that
earned from research that conduct. Data analyisis is conduct with the data organize,
describe into different units, doing analysis, put into pattern, choosing which one is
important and suppose to futher investiged that can be basic of the research. Process
data analysis basically is doing since the author collecting data. After that the analysis
based on presentation of data suppose to be connected with the context and
construction of analysis.
4.1 The Influences of BPJS on the Pharmaceutical Industry
Research findings is the part where the author put the data and research that founded
by using primary, secondary data and also observe.
Primary data that author found from interview and the secondary data that came from
the research like news, website of the company and also the data that has been
acknowledge the truth. For observe, because the author is internship in PT Merck
Tbk, it give the better perspective to analysis the problem.
The author will explain more about the research finding that already talked above and
also put the observation as the part of PT Merck Tbk for internship in 3.5 months.
This part will explain the way we finish the problem with all data that we have.
Author found how the BPJS‟s impact to the pharmacuetical industry and how the
company as PT Merck Tbk deal with it.
34
After Jan 1, 2014, pharmaceutical industry is changed into the new chapter of
industry. The industry changed cause of the established the BPJS. Author describe the
influences of BPJS program as the advantages and disadvantages area.
Based the data on GP (Gabungan Pengusaha) pharmaceutical, sales of pharmaceutical
in Indonesia in 2016 reaching 66 billion. One of the factor that elevate the
pharmaceutical business is the demand of the drugs and medical instrument from
Jaminan Kesehatan National.(Eldo Rafael, 2017)
BPJS Kesehatan with program named JKN (Jaminan Kesehatan Nasional) also bring
a good impact to the industry pharmaceutical that increasing 7-7.5% (Eldo Rafael,
2017).
Mr Parulian Simanjuntak, Executvie Director of International Pharmaceutical
Manufacturing Group and Independent Commissioner of PT Merck Tbk in our
interview said also that “When the government build the market like this, of couse
the industry on the otherside ready to supply whatever government needed. By
enlarging the market, the “cake” is getting bigger”
Our interview with Mrs Risa Anwar said that the differences is before BPJS happens,
people cant easily go to hospital. Even when the injuried is getting worse, that going
to hospital will trap them with the cost of treatment.
But the other side the industry also receive the disadvantages of the industri itself.
The director of PT Merck Tbk claim that since theres BPJS Kesehatan, create a new
market in pharmaceutical industi based on the price that affordable. It cant be denied
that make PT Merck Tbk have to adapt with the significant changed.
Mrs Risa Anwar said how the market can adapting with the e-catalog itself. Even the
market getting bigger but the company have to deal the fact that they have to
35
decreasing their price to the lowest one. That means even the market of industri of
pharmaceutical is getting bigger but the margin of the drugs is decreasing
From the data and the interview that author did to some people which has capaibility
in pharmaceutical industry and the secondary data that author found in the news is the
prove that the BPJS‟s influences in pharmaceutical industry is giving a huge impact.
The impact that came from the BPJS giving the advantages and disadvantages.
Now the market getting bigger with BPJS in there replacing the direct customer. It
doesnt mean that the pharmaceutical industry didn‟t have any relation to connected to
the direct customer. It just make the market of generic drugs is getting bigger.
Even the market of pharmaceutical industry is increasing from 7% - 7.5% because of
the impact of BPJS itself. BPJS cause some of company like PT Kalbe Farma and
Phapros can rely on their sales based into the BPJS program.
But in the other side, BPJS program also cause of the trouble for some part of the
phamaceutical industry or even the health sector itself. There‟s some of the company
that have to deal with the BPJS program. PT Merck Tbk is one of those.
PT Merck in drugs sector have 2 division that divided into Customer Health division
and the Biopharma Division. BioPharma division is producting the general product
that can only earned by doctor prescription. In the other side Customer Health
division is present the OTC (Over The Counter) product which is the type of the
product that no need doctor prescroption. The statement that one of director from PT
Merck Tbk said that Customer Health still supporting 42% of the sales. As statement
of mrs Risa Anwar said that the difficulty of the PT Merck Tbk is dealing with the
lower price that BPJS needed. Cannot be denied that BPJS Program is still using
price over quality. It happens because of the how big is the budget of the BPJS
needed that to cover everyone in Indonesia that listed as the BPJS‟s member.
36
With the requirement from BPJS that want to low cost drugs with the high quality,
it‟s giving a difficulty to the PT Merck Tbk as one of the company to deal with. Thats
why the director said PT Merck Tbk still adapting to the BPJS program with their
biopharma Division.
4.2 Strategic Marketing Response of PT Merck Tbk to BPJS Program
The strategic related to the interview as the primary data and the data resouces that
found in newspapers, magazine and the PT Merck Tbk website itself is the secondary
data that author used related to the research of this topic. In here the author using 3
theories for supporting. the researcher chose the Five forces analysis model due to
define the changes in pharmaceutical industry. Porter‟s Five forces model of
competitive analysis is an illustration of how the Five competitive forces can be used
to explain the changes of the industry (Hill & Jones, 2007) There‟s a five forces that
describe the market itself. We will know how the rivality in industry, new entry, the
placement for BPJS itself and so on. SWOT analysis to describe PT Merck Tbk as
one of the player in Industry and the last isS Marketing Mix to understand the way of
PT Merck Tbk‟s marketing.
4.2.1 Porter’s Five Forces
This theory used to judge the industry and to find the PT Merck Tbk position in
pharmaceutical industry.
a. Intensity In Industry:
“In the year of 2014, there were only 192 (companies) pharmaceutical industry. But
in 2015, it increased into 211 ( companies) in industry pharmaceutical. Sadly in 2016,
its only increased into 3 (companies) in industry” – Director of the Pharmacy services
Minister of Health (Kementrian Kesehatan) Detti Yualianti on Exhibition of
Investment in Capital Investment Coordinating Board.
37
Figure 4.1
Porter’s Five Forces Model for Pharmaceutical Industry Before BPJS
Threat of new entry can become low if entry barriers are high or the new-comer
anticipates a sharp retaliation from established competitors
The competition between the pharmaceutical industry increasing higher. Author see
that the pharmaceutical industry increasing from 2014 to 2015 is 192 to 211 which in
one year range, its increasing 19 companies. It means make the competition is higher
and more stringent. Even in the next year is only 3 companies, its proving that to
entering the market of pharmaceutical is not hard. The government not even using
barrier to hold the new company enter the market, in the other side they keep pushing
the new companies to fill in the industry so will create balance market.
Traditional
Drugs
Intensity of rivalry within the
Phamaceutical Industry
End Customer
New Company
Supplier
Regulatory ASKES,
Jamsostek and
Private
Insurance
38
b. New Threat Of Entrants:
There always have a new entry every year in this industry because the potensial
market still a lot. “There are million people in indonesia and indonesia only have 214
pharmaceutical company till 2016” – Detti Yualianti the Director of the Pharmacy
services Minister of Health (Kementrian Kesehatan) on Exhibition of Investment in
Capital Investment Coordinating Board.
She said "Till now we have 214 pharmaceutic. Usually for now there is 214
pharmaceutical industry. Develop Company should have a thousand pharmaceutical
company because the citizen of Indonesia is reaching a hundread million people.”
Detti also said Indonesia have tradisional drugs industry around 93 companies in
2016, this number keep increasing from before only 83 companies. Also theres 11
companies in extracts of natural ingredients industry, increasing from 2015 that only
have 9 companies.
The rivality of the industry is affective by how easy the new entries come to the
industry. Threat of new entry can become low if entry barriers are high or the new-
comer anticipates a sharp retaliation from established competitors (Porter, 1998)
The company in phamaceutical industry is still below of the standard borders that
government want to the pharmaceutical industry. If the company want to growing the
pharmaceutical industry, it means the government will eliminate all the barriers entry
that blocking new player to come to the industry. And that will make PT Merck in
trouble because the government trying to create a new competitor to the company that
already established in that industry.
39
c. Bargain Powers Of Supplier:
Suppliers can pressurize an industry by through price increments or quality reduction
of the purchased products (Indiatsy, Mwa ngi, Mandere, Bichanga, & George, 2014).
While the main problem not only the few pharmaceutical company that in to the
industry, she said theres another problem as well about the pharmaceutical industry in
Indonesia, which is that around 90% raw material still import.
“90% of our raw material is from import, industry pharmaceutical with the product is
belongs to the Indonesia, but the raw material and other ingredient is still import.
Thats why we pushing the pharmaceutical industry from the root.” Deti as Director of
the Pharmacy services Minister of Health (Kementrian Kesehatan) said. Raw material
that import till 90% affect the price itself become higher.
New company will enter the market not only should face the big company with big
capital, they have to face the fact that this raw material is import and in high-price
level. To be in their class, the company have to had something like big capital as well
and thats what make hesitation in new players.
d. Threat Of Substitution:
Identifying substitute products involves searching for other products or services that
can perform the same function as the industry‟s products (Indiatsy, Mwa ngi,
Mandere, Bichanga, & George, 2014). There is nothing significant stuff that can be
replaced drugs in pharmaceutical industry. As we know drugs is important to the all
people in the world. They need something that can fixing their condition while they
are sick. There are some kind of stuff/thing that can replace drugs, like traditional
drugs. But as Mr Parulian Simanjuntak, Executive Director of International
Pharmaceutical Manufacturing Group and Independent Commissioner of PT Merck
Tbk said that “For the pharmacy, theres no such as threat of substitution because even
in the big country like United states or China. The drugs still needed at the most. The
40
technology still cant replace the drugs itself”. But these day, people no longer using it
because now they all realize that their life is been taking cared by BPJS. So they will
that more often to go to hospital. This sector as well that minister used to convince
the new company to come in and be part of pharmaceutical industry.
e. Bargain Powers Of Customer:
“Impact or benefits of couse to the citizen because the design of BPJS itself is to
giving our people the healthy services without any exception. We can compare to the
private insurance that their SOP that work with provit basic of couse cannot cover
and giving the healthy services to everyone in Indonesia. In the other side, BPJS is
going to have a responsibility to cover every citizen in any term of condition” said Mr
Parulian Simanjuntak.
BPJS Kesehatan itself have function to helping the entire population in Indonesia to
earned same way of facilities in health section. The biggest effect that inflicted to the
population is they all can be served in same way like everyone did. The power of each
buyer group depends on the attributes of the market situation and the importance of purchases
from that group compared with the overall business (Alkhafaji, 2003).
It's easy to registered as one of those user of BPJS Kesehatan, it helping people to
cover the expense of their medical issues. Director of PT Merck Tbk said in our
interview that Established an Institute that placement between the pharmaceutical
industry and the customer. BPJS become a bridge between the industry of
pharmaceutical and end customer as Hospital, Doctor also the citizen itself.
Meanwhile with dr Risa Anwar said that the patient from BPJS cannot go directly to
the hospital. They should go to the healthy institution like Puskesmas doing medical
check up. If the puskesmas cannot heal the patience, they will got recommendation
letter from the puskesmas to go directly in hospital.
41
Figure 4.2
Changing in Industry Pharmaceutical
Mr Parulian said that BPJS and Private Insurance has a same types actually. Based of
BPJS itself is the insurance that can cover the cost of healthy for every single people
in Indonesia.
Theres a three types of the BPJS itself which is class 1, 2 and 3. Theres no different in
the medical service. Types of the drugs, quality of the drugs and medical service. All
in same standard. The differences is in non-medical services. It means that all citizen
from all the class that join BPJS will have same treatment for healthy sector.
Thats why even the industry of pharmacy getting bigger, the part of industry to all
players getting smaller.
It‟s showing that how many people using the BPJS rather than private insurance.
Theres no many people anymore using the private insurance because it cost a higher
price than BPJS Kesehatan. The customer not the only one that related to the
pharmaceutical. The patient now didn‟t have to pay with their own money to pay for
their health. Now, everyone in Indonesia can easily doing medical check-up to the
healthy institution such as Puskesmas and Hospital (See Figure 4.3 in Appendix)
But after all those fact, BPJS still have weaknesses in their system that still not fixing
it all. BPJS Kesehatan also have a weaknesses that they have complicated and not
clear SOP. As my interview with dr Risa anwar and also dr TS that the patient from
BPJS cannot go directly to the hospital. They have to go to the healthy institution like
Industri Pharmaceutical
Customer BPJS
Kesehatan
42
Puskesmas to doing medical check up. If the puskesmas cannot heal the patience,
they will got recommendation letter from the puskesmas to go directly in hospital.
4.2.2 SWOT Analysis
SWOT analysis is the tool that author used to research related to the evolution of the
company in way to deal with the new market. Author see the SWOT Theory is the
theory that used the Weakness and strength of the company to see the opportunity
that can maximize of the company and the treat that can be minimize till the lowest
level.
A. Strengths
“Strengths is current factors that have prompted outstanding organizational performance”
(Harrison, 2010) Strengths are the factor that can provide to analysis the plus value of
the company itself. The company know with the strengths from swot, they already
know the cappability of their company.
1. Owned by big group.
PT Merck Tbk owned by Merck Group, the oldest company pharmacy in the world
around 70%. With full back up in capital sector from Merck KgaA, PT Merck Tbk
must be one of the top player in industry of pharmaceutical. Director of Plant PT
Merck Tbk Indonesia, Arryo Aritrixso Wachjuwidajat, said PT Merck Tbk can
allocated their budget of capital expenditure (capex) for build the capacity of the
plant around 20 until 25 million euro or same as 296-370 billion rupiah (Viva News,
2007).
Merck Group owned 70% stockholder of PT Merck Tbk. With full back up in capital
sector from Merck KgaA. PT Merck Tbk that in under control of Merck Group with
the share of the around 70% is also receive the positive effect of it. PT Merck Tbk
didnt come up as the new company that have to survival to be create a brand image of
43
the company but they already known as the part of the Merck Group, the first
company in pharmaceutical industry in the world.
2. PT Merck Technology already advance.
PT Merck Tbk show their newest technology to do energy research. Their newest
technology will have function to do 3 segment consume: the research that focusing in
academy, solution process for supporting the Biopharma production also in process
solutions to support biopharmaceutical production, as well as applied solutions for
clinical and diagnostic testing laboratories, both for the food industry and the
environment (PT Merck Tbk, 2015).
3. Learning Curve for 47 Years in Indonesia.
PT Merck is branch that came from oldest pharmacy company in the world, Merck
Group. PT Merck Tbk established in indonesia in 1970. It means they already know
the market of the indonesia very well. Its already 47 years they are become part of
those industry. As a company that already be here for almost 47 years old, brand
knowledge people of this company must be already know as good. People will see
this brand as common thing in pharmaceutical industry.
PT Merck Tbk‟s sales on 2016 is increasing until 5.2% from 2015, even from 2011-
2015 their sales is decreasing (Rafael, 2017). It all happens because they already learn
about the learning curve. The learning curve that show how stable the company it is.
Thats why author sure the company have a strong leaning curve that support them to
survive in the company industry.
44
4. High Quality of drugs from PT Merck Tbk
The director of the PT Merck Tbk said that the “Strenghness of PT Merck TBK is
still the same, which is production the high quality drugs”. The advantages of PT
Merck TBk become one of company that directly under control of Merck Group in
German is the way they can read where the market goes to and creating the high
quality of innovation in pharmaceutical industry.
B. Weaknesses
My interview with Director of PT Merck Tbk that “the weaknesses is not really
clearly. It just PT Merck Tbk right now is in adapting situation to creating and giving
drugs with the hugh quality but still in the range of BPJS Kesehatan‟s price itself.
scale and quality standard can be limiting when the Company have to adapt quickly”
As the definition, “Weaknesses are the qualities that prevent us from accomplishing
our mission and achieving our full potential” (Osita, Onyebuchi R and Justina, 2014).
Weaknesses are factors that decreasing the performance of the company and quality
of the brand and increasing the cost of peformance.
Their rivality as pharmaceutical industry PT Kalbe Farma is increasing their sales
from E-catalog‟s support until 10%-15%. If we judge the from number, it reach to Rp
100 Billion-200 Billion said corporate secretary of PT Kalbe Farma, Vidjongtius
(Riaddy, 2017). As the Director of PT Merck Tbk in my interview said that “scale
and quality standard can be limiting when the Company have to adapt quickly”
PT Phapros Tbk that make the sales from BPJS until Rp 498 billion. Its increasing
83% from last year that only Rp 271 Billion (Rafael, 2017)
45
C. Opportunity
Opportunity is a chance where the company can maximize their profit or peformance
in that industry. Company have to observe this way to find the chance to developing
their company in the future.
Before the capacity of production PT Merck Tbk is 640 million tablets and capsule.
In the other side, the capacity of PT Merck Tbk plant right now can up to 900 million
tablets and capsule. Arryo said, PT Merck Tbk hoping that the production for every
year willl keep increasing. “In 2019, PT Merck Tbk will increasing their production
double from now” said Arryo (Hidayat & Winarto, MERK ingin tumbuh double digit
pada tahun ini, 2016). For the market of BPJS in pharmaceutical, in 2017 PT Merck
Tbk will targeting 7 items phamaceutical in e-catalog. Where the last year, PT Merck
Tbk put their 5 product on there.
Director of the Plant, PT Merck Tbk Indonesia, Arryo Aritrixso Wachjuwidajat, said
the company can allocated their budget of capital expenditure (capex) for build the
capacity of the plant around 20 until 25 million euro or same as 296-370 billion
rupiah. Its showing the ability to growing up more in the industry itself. (Hidayat &
Winarto, MERK ingin tumbuh double digit pada tahun ini, 2016) it will fulfill the
opportunities of PT Merck Tbk as the dr Risa Anwar said in interview that said “high
demand of the generic drugs is getting higher. The growth of health awareness
expected to increase the Indonesians spending for food supplements and consumer
health products”.
Since BPJS come their capability of the selling their product not anymore focusing on
the hospital, doctor or even in the drugstore. Pharmaceutical industry market that
growing bigger is no longer open for public anymore. Theres a insitute called BPJS
Kesehatan with their E-catalog program that cover the real customer in indonesia.
Since the BPJS Kesehatan using e-catalog to found the cheapest and the high quality
product for the healthy in same time, they have to adapted with all the way. PT Merck
46
is one of the pharmaceutical company that play in the middle-high class before. Since
the E-catalog, they have to adapting in lower class as well. They become one of the
top of players that into the lower market with BPJS
D. Treat
The Director of PT Merck Tbk said “two kind of treat happens is that the lower
margin of generic drugs and the Price competition in generic market is cheaper that
make the company have to deal with it”.
When look for the definition of it is “Threats arise when conditions in external
environment jeopardize the reliability and profitability of the organization‟s business”
(Osita, Onyebuchi R and Justina, 2014).
In the other side, their rivality as pharmaceutical industry PT Kalbe Farma is
increasing their sales from E-catalog‟s support until 10%-15%. If we judge the from
number, it reach to Rp 100 Billion-200 Billion said corporate secretary of PT Kalbe
Farma Vidjongtius. PT Phapros Tbk that make the sales from BPJS until Rp 498
billion. Its increasing 83% from last year that only Rp 271 Billion (Riaddy, 2017)
When the margin getting smaller and the price getting cheaper in the market but their
rivality is report the increasing from the BPJS Market, it will make the PT Merck Tbk
didn‟t have a power anymore if they didn‟t adapting with the market with finding the
number of quantity that still make the margin capable for them or finding the raw
material for formula of drugs.
47
4.2.3 Marketing Mix P4
Company have to decide on its target group of customers to be served. After they
decide which part of market or target group that they focus on, using the appropriate
product, price, distribution and promotional efforts. Which is all of that is part of
Marketing Mix.
Marketing involves a number of activities. To begin with, an organisation may decide
on its target group of customers to be served. Once the target group is decided, the
product is to be placed in the market by providing the appropriate product, price,
distribution and promotional efforts. These are to be combined or mixed in an
appropriate proportion so as to achieve the marketing goal. Such mix of product,
price, distribution and promotional efforts is known as „Marketing Mix‟. According
to Philip Kotler “Marketing Mix is the set of controllable variables that the firm can
use to influence the buyer‟s response” (Kotler, Marketing Management, 2003).
The controllable variables in this context refer to the 4 „P‟s [product, price, place
(distribution) and promotion]. Each firm strives to build up such a composition of
4„P‟s, which can create highest level of consumer satisfaction and at the same time
meet its organisational objectives. Thus, this mix is assembled keeping in mind the
needs of target customers, and it varies from one organisation to another depending
upon its available resources and marketing objectives.
After we analysis the Industry and the company, to know the best way company
adapt to the market is the way of Marketing. We used Marketing Mix P4 from kotler
to analysis that. If author describe one by one will be:
48
A. Promotion
Promotion is one of the most powerful elements in the marketing mix. Sales
promotion activities are publicity, public relations, exhibition and demonstrations etc.
It is marketing manager who decides the level of marketing expenditure on promotion
(Rasmussen, Andrea, Ude, & Landry, 2010).
If the company want to explain their product, related to the price, features,
availability, etc. The company will focusing on this part. Promotion is the best way to
selling the goods and services. In this case, PT Merck Tbk still adapting in
biopharma that entering new market of BPJS. Well in the other side their Customer
Health division where they production their OTC drugs still supporting PT Merck
Tbk around to 42% (Hidayat & Winarto, MERK ingin tumbuh double digit pada
tahun ini, 2016)
In the other interview, Director of PT Merck Tbk said that “For prescription
pharmaceuticals product, companies are prohibited from any direct promotion to end-
customer. We provide information and product knowledge to doctors who made
prescription for patients. The OTC drugs, consumer health and nutritional products
can advertise directly to customers.”
B. Price
To be listed in the E-catalog, PT Merck Tbk have to compete using the cheaper price
than their competitor but still have to think to their profit as well. As Mr Parulian said
“Until in clinical trial 1 to 5. They only found 1 product to enter the market, it also
didn‟t guarantee that product is covering the cost of research for production because
the terms of the research usually spend 8-12 years.” It means their margin have to
come up with the number that can cover all the cost. Price is the amount the consumer
must exchange to receive the offering (Rasmussen, Andrea, Ude, & Landry, 2010).
49
As the price of a product depends on different elements and hence it is changes
constantly thus the pricing should be dynamic so that it can bear the changes over
duration. But since the customer no longer as end customer, but BPJS replacing their
spot. It makes the company, in this case PT Merck Tbk have to adapting with BPJS
orders. In this kind of price, they didn‟t using kind of discount because the listed for
BPJS market is using bidding system. The only they can changed is the way the form
the product to found the kind of margin that can fullfil the BPJS‟s price as well as
their cost to form the drugs itself. Either they found a new and cheaper supplier, or
they can count of the quantity for demand that can decreasing the cost of the product
if the production is getting higher.
C. Placement
As the placement definition is goods or sevices that want to be sold to the customers
have to pay attention to the place where it belongs (Rasmussen, Andrea, Ude, &
Landry, 2010). But since the generic market already found the place to sell the
product, they in here is PT Merck have to found the placement for their OTC product.
As the director of PT Merck Tbk said from our interview that “maybe is the
placement for the drugs that we can sell is getting smaller. We have to be enter the
BPJS Kesehatan because we still haven‟t the place to sell our product directly to the
customer.”
BioPharma division will stay on BPJS program and support generic and specialty
products. Customer Health division in charge of over-the-counter (OTC) as the main
category, will continue to promote products with health benefits such as beverage and
herbal. In Consumer Health, over-the-counter (OTC) drugs have more than 42% sales
contribution to the PT Merck Tbk. And the Chemicals division will developing
products, penetrate raw material for chemicals segment and other health products.
50
D. Product
Product refers to a physical product or service for a consumer is ready to pay
(Rasmussen, Andrea, Ude, Landry. 2007). The things that PT Merck Tbk have to
adapting is their new market.
PT Merck Tbk now focusing biding for the JKN (Jaminan Kesehatan nasional) from
BPJS Kesehatan to inceasing their sales. As Director of PT Merck Tbk said “Their
target is 7 product will come up in the e-catalog after last year they sucessfully put 5
product in the industry (Hidayat & Winarto, MERK ingin tumbuh double digit pada
tahun ini, 2016). When PT Merck Tbk trying to biding the BPJS‟s Market, in the
other side, over-the-counter product still contribute 42% of their sales and it will keep
up to bigger as soon as the plant to increasing their production is finished to build.
51
CHAPTER V
CONCLUSION AND RECOMMENDATION
In this chapter, the author of the research will conclude the conclution and gives some
recommendation for some parties that related to this studies or for the future studies
itself. In term of the Qualitative methods, the author will be giving the conclution and
recommendation from the interview result from interviewees that related in that kind
of industry.
5.1 Conclusion
This part will answering the question from statement of the problem, which is
A. The Influences of BPJS on the Pharmaceutical Industry
The biggest influence that author can see is the part of the industry working. There‟s
a wind of changed in industry pharmaceutical. Even from all the result above, the
biggest advantages of the BPJS Kesehatan is for the people in Indonesia.
For the industry pharmaceutical itself, it bring a lot of thing to adapting in the
beginning. But if the company already sucessfully dealing with the way of BPJS
Kesehatan works, it will supporting their sales.
The perfect sentences to describe the influences of BPJS Kesehatan in Pharmaceutical
industry is the industry or market is getting bigger, but the margin is getting smaller.
The company have to maximize their peformance to compete in pharmaceutical
industry
52
B. PT MERCK should do response to BPJS program in term of strategic
marketing
First of course adapting, as author said before that the BPJS be expected creating a lot
of wind of changes which is :
1. Increasing the number of amount people who can relish the health
insurance with the government budgets.
2. Theres a lot of changed with the way of buying drugs, which usually
bought with individual‟s money or using a private insurance. But now
mostly people using government program called BPJS Kesehatan
The changing of the market structure make company like PT Merck Tbk have to
change their old way of marketing and suit up with the market who getting bigger, so
they can still maintain their position or enlarge their market as well as their company
There‟s a lot of strategy that they used to be in the first time that their no longer used
like
1. Looking at market potentials and current industry landscape, we will
continue to support existing businesses.
2. In medium term, their Chemicals and Life Sciences (MCLS) and Consumer
Health Division (CHD) will continue to be the growth drivers, in line with
economic growth, rising education level and health awareness as the
backup to the BioPharma who are still adapting with the new market.
3. BioPharma will continue to grow at a more moderate pace, as the industry
is adjusting to the national insurance program
4. To decreasing the cost of production, they can try to find the cheaper raw
material
53
5. Healthcare Market focus into retail stores or drugs store that directly selling
their product to the customer. While they adapting their BioPharma
division
6. PT Merck Tbk should increasing their variant of product while tying to
increasing the number of their product that listed in e-catalog.
7. They can maximize their featured product as BioPharma as support generic
and specialty products which is Custumer Health Division as the main
category, but will continue to promote products with health benefits, And
MCLS can grow to create another innovation product
5.2 Recommendation
The purpose of the author did the research to know the new strategy that also most
suitable to the PT Merck Tbk after the new policy from the government callled BPJS
Kesehatan. Because they have to changed their strategy and and adjust with the new
regulation to dominate the old market or entering the new market in terms to enlarge
their market.
After BPJS Kesehatan come, PT Merck strategy is join in the auction of the
pharmacy that government put in E-Catalog, also pay attention to the pharmacy that
win the BPJS, so they can adjust their raw material with that. They can being market
leader in chemical or in raw material if they can provide a better, either product,
service or the chemical that always available.
This research is prove that the company always have one steps a head from theor
industry if they want to be a market leader. Besides they will lead how the industry
heading, they also can prevent sudden move from parties inside the industry or the
government in that country.
54
The way that BPJS as guardian of the people who cannot to go to hospital before
because the cost is so expensive but right now they can going there, or the e-Catalog
where all the stuff is taking care of the government to put the benchmark of the price
so the private cant being cartel and determine market price by themselves.
There are a lot of example of the technology start being a most important part of the
company no exception as PT Merck or other companies in pharmaceutical industry
that force to change and use the technology as part of company‟s life. But the other
side, reduction of the company that can be denied. That soon or later, people using
more technology more rather that human itself, especially for the marketing strategy.
55
REFERENCES
Ahmed, S., & Rahman, M. (2015). The Effect of Marketing Mix on Customer Satisfaction :
A Literature Review from Islam Perspective.
Alkhafaji, A. (2003). Strategic management. Formulation, implementation, and control in a
dynamic environment. New York: The Haworth Press, Inc.
American Marketing Association. (2013). Definition Of Marketing. Retrieved March 24,
2017, from American Marketing Association:
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Dewi, S. N., & Binekasri, R. (2016, February 24). Merck Bangun Pabrik Rp370 Miliar di
Indonesia.
Go, C. L. (2006). A Review of Marketing Mix: 4Ps or More? International Journal Of
Marketing Studies.
Harrison, J. P. (2010). Essentials of Strategic Planning in Healthcare. Health Administration
Press.
Hidayat, A. (2016, April 13). Healthcare Masih Jadi Andalan Merck.
Hidayat, A., & Winarto, Y. (2016, April 12). MERK ingin tumbuh double digit pada tahun
ini.
Hill, C. W., & Jones, G. R. (2007). Strategic Management Theory: An integrated approach.
Seventh edition. New York: Houghton Mifflin Company.
Indiatsy, C. M., Mwa ngi, M. S., Mandere, E. N., Bichanga, J. M., & George, G. E. (2014).
The Application of Porter‟s Five Forces Model on Organization Performance: A
Case of Cooperative Bank of Kenya Ltd. European Journal of Business and
Management.
Kothari, C. (2004). Research Methodology, Method and Technique (Second Revised
Edition). New Age International Publisher.
Kotler, P. (1971). Marketing Decision Making: A Model Building. New York: Holt, Rinehart
and Winston.
Kotler, P. (2003). Marketing Management. (11th ed.). Prentice Hall International Editions.
McGahan, A. M., & Porter, M. E. (1997). How Much Does Industry Matter, Really?
Strategic Management Journal, 18 (Summer Special Issue).
Medistiara, Y. (2016, November 3). Baru Ada 214 Industri Farmasi di Indonesia, Kemenkes:
Harusnya Ribuan.
56
Medistiara, Y. (2016, November 3). detik.com : Finance. Retrieved March 24, 2017, from
Detik Website: https://finance.detik.com/ekonomi-bisnis/3336321/baru-ada-214-
industri-farmasi-di-indonesia-kemenkes-harusnya-ribuan
Osita, Christian, I., Idoko, O. R., & Justina, N. (2014). Organization‟s stability and
productivity: the role of SWOT analysis an acronym for strength, weakness,
opportunities and threat. International Journal Of Innovative and Applied Research.
Palmer, A. (2004). Introduction to Marketing - Theory and Practice. UK: Oxford University
Press.
Pearce, J. A., & Robinson, R. B. (1994). Formulation, implementation, and control of
competitive strategy. Fifth edition.
Porter, M. E. (1998). Competitive Strategy: Techniques for Analyzing Industries and
Competitors. New York: Free Press (New Introduction).
PT Merck Tbk. (2013). Annual Report. Jakarta: PT Merck Tbk.
PT Merck Tbk. (2015). Annual Report. Jakarta: PT Merck Tbk.
PT Merck Tbk. (2016, September 16). About Us: PT Merck Tbk. Retrieved March 23, 2017,
from PT Merck Tbk Web site:
http://www.merck.co.id/id/company/merck_in_indonesia/pt_merck_tbk.html
Rafael, E. (2017, May 8). Asa Farmasi pada Program Pemerintah.
Rasmussen, Andrea, Ude, C., & Landry, E. (2010). HD Marketing 2010: Sharpening the
Conversation. New York: Booz Allen Hamilton.
Riaddy, D. (2017, April 12). PT Merck Tbk Bukukan Peningkatan Pendapatan Di 2016 Dan
Lanjutkan Komitmen Investasi.
Whalley, A. (2010). Strategic Marketing. In V. Publishing, Strategic Marketing (p. 66).
Boston: BookBoon.
57
APPENDICES
TRANSCRIPT OF INTERVIEW
Interview related to BPJS Program with dr Risa Anwar, Medical Director at PT
Merck Tbk.
1. Apa dampak terbesar dari timbulnya program BPJS?
Dampak terbesar dari timbulnya BPJS itu sendiri adalah sekarang Perusahaan farmasi
tidak hanya berjualan obat melalui promosi – promosi ke berbagai tempat layaknya
ke rumah sakit dan apotik. Perusahaan farmasi harus berkompetisi dengan perusahaan
lainnya yang terdaftar dalam jenis obat tersebut untuk menentukan harga obat siapa
yang paling murah yang dapat memenuhi permintaan BPJS kedalam e-catalog.
2. Apa yang berbeda dari industri farmasi dengan program BPJS dan sebelum
program ?
Perbedaan nya dalam segi market atau industri farmasi sendiri adalah membesar nya
pasar pengguna obat. Dahulu, orang tidak semudah membalikan telapak tangan untuk
dapat pergi ke rumah sakit. Bahkan ketika sakit nya sudah parah sekalipun,
masyarakat golongan menengah ke bawah sering kali berpikir banyak faktor sebelum
ke rumah sakit terutama masalah biaya. Besarnya biaya rumah sakit biasanya
menyebabkan orang berpikir dua kali jika harus menuju rumah sakit. Itulah kenapa
pada waktu itu, masyarakat sering kali meneriakan “Orang miskin tidak boleh sakit”
Ketika BPJS program ini ada dan menjangkau semua masyarakat indonesia, orang
sekarang lebih mudah mengakses kesehatan sebagaimana orang lain. Semua orang
diperlakukan sama. Itu kenapa sekarang pasar yang berkembang, yang dapat
mengakses kesehatan seperti pelayanan kesehatan dan obat-obat an berkembang
sangat besar. Pasar nya tidak lagi hanya masyarakat golongan “mampu berobat
kerumah sakit”, tapi seluruh lapisan masyarakat.
Tapi ketika kita membahasa BPJS, kembali lagi soal bagaimana kita dapat
beradaptasi dengan e-catalog juga tentunya. Biarpun pasar yang membesar di industri
farmasi, tapi kita harus dapat menurunkan harga semurah- murah nya. Sehingga
ketika pasar industi farmasi berkembang, namun keuntungan atau sering disebut
margin dari setiap obat turun.
58
3. Apa Keuntungan semenjak adanya BPJS?
Keuntungan terbesar semenjak adanya BPJS tentu saja dapat dirasakan oleh
masyarakat luas di indonesia. Mereka sekarang tidak perlu lagi terlalu
menghawatirkan biaya pengobatan ketika dibutuhkan. Tujuan BPJS terutama BPJS
Kesehatan itu sendiri adalah dapat memberikan akses kesehatan yang layak dan sama
bagi seluruh masyarakat Indonesia.
BPJS Kesehatan dengan sistem e-catalog juga berhasil memperluas pasar industri
farmasi yang mana bagus untuk pertumbuhan industri farmasi itu sendiri. Kekuatan
BPJS sebagai representative dari pemerintah adalah mereka bisa membuat pasar
mereka berkembang dengan luas. Dengan program e-catalog yang mana ditunjukan
untuk menjadi salah satu cara memilah mana yang paling cocok dengan program
BPJS, perusahaan yang produk nya terpilih terdaftar di e-catalog tak perlu kesulitan
lagi untuk melakukan berbagai macam promosi untuk dapat menjual produk mereka
tersebut.
4. Bagaimana dengan kerugian semenjak adanya BPJS?
Kami tidak melihat BPJS sebagai kerugian bagi PT Merck Tbk sendiri. BPJS bahkan
dapat mendorong pasar farmasi dan penjualan perusahaan obat ke titik tertinggi.
BPJS dapat menjadi cara baru dalam memasarkan produk – produk berkualitas yang
ada di industri farmasi Indonesia.
BPJS bahkan bisa dimanfaatkan oleh perusahaan – perusahaan yang bergerak di
bagian farmasi untuk dapat meningkatkan sales atau dapat menjadi kartu AS mereka.
Tergantung bagaimana perusahaan farmasi tersebut dapat beradaptasi dengan sistem
atau pola BPJS itu sendiri.
5. Apakah itu berarti BPJS tidak memiliki kekurangan untuk industri farmasi itu
sendiri?
Kekurangan BPJS tentu ada bagi para pelaku industri farmasi itu sendiri. Kekurangan
Bpjs yang terjadi dikarenakan BPJS ini masih dalam bentuk yang belum sempurna,
seperti masih dalam tahap beta. Masih banyak kekurangan yang harus diperbaiki oleh
BPJS, baik dalam sisi pelayanan, program, ataupun hubungan ke antara para bagian
di industri farmasi itu sendiri.
Kekurangan terbesar semenjak adanya program BPJS itu sendiri dalam produk –
produk yang di ambil oleh BPJS sebagai obat yang akan dimasukan dalam list itu
sendiri adalah obat dengan harga termurah. Satu satunya cara memenangkan tender
59
dari BPJS program agar produk suatu perusahaan dapat terdaftar di dalam e-catalog
adalah harga obat yang paling murah. Seharusnya, harga adalah satu satu nya faktor
yang menentukan di dalam BPJS tersebut. Seharusnya menurut saya pribadi, harga
harusnya menjadi sala satu faktor penentu, bukan satu satunya. Mereka harus dapat
membandingkan qualitas dan kandungan yang terdapat di dalam obat tersebut.
Perusahaan farmasi juga harus bisa beradaptasi dengan keadaan yang ada, yaitu
menjual obat semurah-murah nya tanpa harus mengorbankan kualitas jika ingin
terdaftar di dalam e-catalog. Karna ketika kita gagal memenangkan e-catalog
tersebut, kita tak dapat lagi mendapat tempat dalam pasar tersebut.
Kekurangan lainnya dari BPJS ini sendiri adalah untuk perusahaan multinational
company layaknya PT Merck Tbk. BPJS sadar betul bahwa mereka juga harus
membantu perusahaan lokal dalam negri untuk dapat bersaing dengan perusahaan
multinational company. Seperti contohnya adalah ketika pasar obat generik yang akan
bersaing di dalam e-catalog untuk ikut program BPJS, mereka tentunya
mengutamakan perusahaan lokal itu sendiri. Ketika mereka rasa sudah cukup
perusahaan lokal yang bersaing di dalam pasar generik, sering kali mereka menutup
pintu itu bagi perusahaan multinational company untuk ikut bersaing dalam pasar itu
Tentunya untuk perusahaan lokal dalam negeri tersebut itu akan sangat membantu
dalam memberika mereka extra point dalam persaingan pasar generik tersebut. Hanya
saja dengan membiarkan perusahaan multinational company seperti PT Merck Tbk
masuk, mereka dapat mendorong perusahaan loka dalam negeri untuk menyentuh
“their best performance” atau biasa kita sebut pushing into the limit.
kekurangan BPJS yang lainnya adalah benang merah. Benang merah disini harus
dapat membatasi kepentingan individu yang ada dan membuat nya sebagai hubungan
antar sesama tokoh yang berpengaruh di BPJS.
Lembaga atau individu baik rumah sakit, dokter ataupun apotik menurut saya masih
mencoba mensiasati/ mengambil keuntungan untuk pribadi masing – masing.
Dikarenakan keuntungan yang terbesar dengan adanya BPJS ini kurang lebih hanya
masyarakat yang menikmati.
Dokter yang merupakan profesi mulia juga tak semata – mata hanya mengobati orang
sakit. Kita tahu bahwa nya dokter punya keluarga yang harus dihidupi. Menurut saya
BPJS yang berhasil adalah BPJS yang dapat memadukan antara lembaga dan individu
di dalam dunia farmasi agar tetap memberikan hasil maksimal dalam melayani atau
menyediakan layanan kesehatan tanpa harus memperhitungkan atau
mengkalkulasikan keuntungan – keuntungan untuk diri sendiri maupun orang lain.
60
Jadi pemerintah harus bisa menjadi jembatan yang akan menjembatani goodwill dari
masing – masing bagian agar dapat tercipta sistem yang harmonis dan dapat melayani
keseluruhan masyarakat Indonesia.
6. Kenapa menurut ibu, harga tidak bisa menjadi tolak ukur satu – satunya untuk
BPJS menentukan obat yang dapat dipasangkan ke dalam program mereka?
Harga harusnya tidak bisa di jadikan satu – satunya tolak ukur program yang
berhubungan dengan kesehatan orang banyak. Karna jika kita bersaing dalam e-
catalog dengan cara mengurangi harga nya ke titik tertentu yang terkadang tidak
masuk akal. Menurut pandangan saya sendiri, terkadang untuk beberapa obat, saya
bertanya bagaimana mungkin ya bisa harga nya sampai seperti itu.
Karena biasanya harga berbanding lurus dengan kualitas, jika mereka meletakan
harga semurah – murah nya, bagaimana dengan terjamin nya kualitas obat tersebut.
Maksud saya adalah alangkah lebih baik jika mereka bisa juga memperhatikan dan
mensortir tidak hanya lewat harga, namun juga lewat kualitas.
Padahal harusnya ketika kualitas obat nya yang lebih baik, biarpun harga sedikit lebih
mahal mungkin sebenarnya bisa menghasilkan treatment perawatan yang lebih
murah.
7. Bagaimana menurut ibu tanggapan pemerintah mengenai hal tersebut?
Pemerintah menujukan goodwill dalam menanggapi hal tersebut. Hanya saja harus
kita akui kenapa harga menjadi faktor yang menentukan harga di e-catalog
dikarenakan butuh uang yang sangat banyak untuk dapat menjangkau seluruh lapisan
masyarakat. Cara terbaik menurut saya untuk mengurangi biaya tersebut adalah
pemilihan obat – obat an yang paling murah sehingga biaya yang di butuhkan
menjadi berkurang
Namun saya berkali – kali memberi tahu pemerintah jika mereka memilih cara seperti
ini dalam memilih obat, diharuskan adanya lembaga atau tim khusus yang mengawasi
kualitas obat tersebut. Karna dalam kacamata saya, pemerintah masih seperti hilang
arah dalam mengawasi kualitas obat tersebut. Karena dengan harga semurah yang
tertera di e-catalog, harusnya mereka mengawasi ketat kualitas dan standard
operational prosedur ( SOP) dalam pembuatan obat sehingga keamanan tetap terjaga
61
8. Mengutip perkataan ibu mengenai “biarpun harga sedikit lebih mahal
mungkin sebenarnya bisa menghasilkan treatment perawatan yang lebih
murah.” Bagaimana itu dapat terjadi bu?
Contohnya seperti ini, ketika ada seseorang sakit demam dan keadaan mengharuskan
dia untuk menjalani rawat inap. Ketika dengan perawatan BPJS, obat yang di dapat
dari BPJS dengan harga yang murah contoh Rp 5.000,- menghabiskan 5 hari
pengobatan. Pada obat yang mungkin harga nya lebih mahal hanya dengan kualitas
yang lebih baik contohnya Rp 8.000,- hanya menghabiskan 3 hari pengobatan.
Ketika di hitung, dalam perhariannya 5.000 mungkin akan lebih murah dibandingkan
8.000, hanya saja untuk perawatan jangka panjangnya akan menjadi lebih murah
5000 x 5 hari : Rp 25.000,-
8000 x 3 hari : Rp 24.000,-
9. Apa kah dengan kekurangan sebanyak ibu, BPJS memiliki kelebihan atau
kekuatan tersendiri?
Kelebihan BPJS tentu nya ada, tidak dapat dipungkiri bahwa BPJS Kesehatan adalah
versi asuransi kesehatan swasta yang dapat mengcover seluruh warga indonesia.
BPJS Kesehatan merupakan program yang sangat bagus dari pemerintah indonesia.
Kini masyarakat kelas menengah ke bawah mendapatkan perlakuan yang sama dalam
mendapatkan layanan kesehatan itu sendiri.
Jika pemerintah mampu memaksimalkan BPJS terutama kesehatan sebagaimana visi
dan misi nya, program ini akan membantu ribuat bahkan jutaan rakyat indonesia
mengakses kesehatan, perawatan dan akan menyelamatkan jiwa banyak orang.
10. Jadi menurut ibu, Program BPJS ini masih belum menguntungkan untuk
industri farmasi itu sendiri?
Nah jika di bilang untung, sebenarnya untung itu relatif, intepretasi nya banyak. Ada
yaa ng bisa makan nasi hari ini sudah untung, ada yang harus makan nasi pakai ayam
baru untung ada pula yang makan spaggeti baru untung. Untung itu sebenarnya
relatif. Tapi alangkah baiknya jika pemerintah bisa meletakan garis bawah atau
benchmark untuk pembayaran dokter atau harga obat itu sendiri.Menurut ibu
hubungan antara BPJS dengan perusahaan farmasi dengan bagian farmasi lainnya,
seperti doktor atau rumah sakit?
Ketika sebagai dokter, pasar yang mereka miliki bertumbuh besar layaknya di pasar
farmasi itu sendiri. Hanya problem yang di alami oleh mereka hampir sama, yaitu
mengecilnya margin yang di dapatkan oleh para pelaku farmasi. Dokter tidak lagi
62
dibayar seharga seperti dulu. Karena BPJS ini ada, suka atau tidak dokter harus
menyesuaikan diri dengan tingkat bayaran seperti itu.
11. Mungkinkan pada di masa yang akan datang, industri farmasi kita, dalam hal
ini BPJS dapat mulai memperhatikan kualitas tidak hanya harga diatas
segalanya?
Saya sangat berharap dengan program BPJS Kesehatan ini, tidak hanya dari sudut
pandang saya sebagai bagian dari PT Merck Tbk tapi juga dari sudut pandang saya
sebagai dokter. Program BPJS ini akan sangat berguna bagi bangsa Indonesia ini jika
kita dapat memaksimalkan nya. BPJS kesehatan akan berhasil ketika seluruh lapisan
industri farmasi mengesampingkan kepentingan pribadi masing – masing dan
meletakan kesembuhan serta kesehatan pasien menjadi ultimate gold yang dapat di
capai bersama.
Serta dapat membuat birokrasi dalam BPJS yang terkenal sangat sulit menjadi lebih
bersahabat dengan masyarakat. Saya mengakui jika menyangkut dengan urusan
kesehatan mungkin banyak hal dan hubungan yang harus di perhatikan secara cermat.
Hanya alangkah lebih baik lagi jika proses itu tidak menghambat dalam kegiatan
layanan kesehatan.
12. Apa Hal yang bisa dimaksimalkan oleh PT Merck Tbk sendiri sebagai bagian
dari industri farmasi?
Bahwa pasar menjadi lebih besar lagi. Pasar industri farmasi bukan lagi untuk orang
golongan menengah ke atas. Pasar Farmasi Indonesia dapat dikatakan hampir
mencangkup seluruh lapisan masyarakat. Walaupun margin obat tersebut ketika kita
memasuki BPJS itu mengecil, namun pasar yang membesar dan image branding yang
dapat menyentuh seluruh indonesia bisa di manfaatkan dengan maksimal oleh PT
Merck Tbk.
PT Merck Tbk juga dapat melakukan adaptasi secara menyeluruh dengan
perkembangan pasar yang membesar dikarenakan adanya BPJS Kesehatan tersebut.
Jaringan yang luas yang ada di seluruh dunia dapat memberikan efek yang signifikan
terhadap PT Merck Tbk sebagai salah satu perusahaan multinasional agar dapat
mengimplementasikan keadaan, technology, permasalahan serta penyelesaian yang
ada di skala global terhadap problematika yang ada di Indonesia.
13. Apa yang PT Merck Tbk lakukan sebagai sala satu perusahaan farmasi besar
kepada pemerintah Indonesia dalam tujuan untuk memaksimalkan BPJS
Program?
63
Oh tentunya banyak hal yang telah dilakukan dilakukan PT Merck Tbk dalam rangka
membantu pemerintah yaitu selalu memberikan saran kepada pemerintah bagaimana
seharusnya industri farmasi itu sendiri. Sebagaimana kita tahu mengacu pada
istilah“Access to Help”, para pemain industri farmasi merupakan salah satu bagian
tersebut, yaitu acess to medicine. Maka dari itu dalam keikutsertaan kami ke dalam
membantu menyehatkan indonesia tentu saja dapat dilaksanakan selain menyediakan
obat – obat an dengan kualitas terbaik, kami juga membantu pemerintah dalam
menata kesehatan di indonesia
14. Apa gerakan nyata yang dilakukan PT Merck Tbk?
Kami melakukan seminar – seminar dalam rangka menyehatkan Indonesia. Mungkin
bisa di bilang menurut saya kekuatan PT Merck Tbk adalah sebagai contoh dalam
rangka memerangi diabetes kami mengadakan seminar – seminar terkait pencegahan
diabetes dan lainnya. Seperti kami mengadakan kerjasama dengan fakultas farmasi
Universitas Indonesia meluncurkan edukasi diabetes pada tahun 2015.
Sala satu kelebihan PT Merck Tbk adalah kekuatan jaringan di seluruh dunia. Karena
itu juga kami seringkali memberi saran kepada pemerintah Indonesia dalam rangka
memperbaiki kualitas kesehatan Indonesia. Inovasi yang cocok dan dibutuhkan di
Indonesia yang sudah dikembangkan di pasar international sering kali kami bawa ke
Indonesia
Ada lagi program Corporate Social Responsibility (CSR) yang selalu di lakukan PT
Merck Tbk untuk membantu masyarakat baik yang ada di sekitar PT Merck Tbk
ataupun yang benar – benar membutuhkan bantuan kami. Selama 20 tahun saya
bekerja di PT Merck Tbk, tidak pernah kami melewatkan program CSR yang
diwajibkan oleh pemerintah kepada setiap corporate di Indonesia.
15. Apa kira – kira saran ibu baik sebagai individual ataupun sebagai dokter
ataupun sebagai salah satu bagian dari PT Merck Tbk ini kepada BPJS,
terutama BPJS Kesehatan?
Terus terang saya sampaikan adalah jangan hanya melihat obat dari harga nya saja.
Perlu ada tim khusus yang meneliti dan memperhatikan kualitas dan kandungan dari
obat tersebut. Dikarenakan obat ini adalah barang yang tidak bisa kita nilai hanya dari
harga saja. Obat adalah alat yang digunakan para pelayan kesehatan untuk membantu
proses penyembuhan sang pasien. Jadi diharapkan pada kedepannya program BPJS
tidak hanya memperhatikan harga sebagai satu – satu nya faktor, namun menjadi sala
satu faktor dalam memilih obat untuk program BPJS Kesehatan. Karna menurut saya
Cost of Treatment harus lebih penting dari Cost of drugs. Jadi harus juga
mempertimbangkan cost tersebu seperti yang saya bahas di atas.
64
BPJS juga harus menjadi benang merah dalam menghubungkan Goodwill dari dokter,
rumah sakit dan para pelaku di sektor farmasi. Mereka harus berhasil
menghubungkan goodwill dari setiap bagian sehingga dapat mengurangi
kemungkinan dalam memikirkan kepentingan sendiri. Tidak hanya pasien, mereka
juga harus memikirkan dokter dan rumah sakit serta para pelaku lainnya di industri
kesehatan. Sehinggga para pelaku industri kesehatan tidak lagi sibuk memikirkan
kepentingannya sendiri. Kesehatan pasien harus menjadi ultimate goals dari semua
orang yang berada di dalam industri kesehatan sehingga Indonesia bisa menjadi
negara yang lebih baik lagi dengan masyarakat nya yang sehat.
16. Apa harapan untuk BPJS?
Semoga BPJS Kesehatan dapat berkembang dengan pesat dan menjadi pasar yang
sangat luas sehingga seluruh masyarakat Indonesia bisa mendapat layanan kesehatan
yang layak dan sama tanpa ada perbedaan biaya atau status sosial. Ketika pasar BPJS
Kesehatan dapat berkembang dengan besar, BPJS dapat memacu pertumbuhan
industri farmasi menjadi lebih maju lagi sehingga semua pelaku dalam bidang
kesehatan dapat berkembang dan menjadi maksimal pada ahkirnya
65
Interview related to BPJS Program with Director at PT Merck Tbk.
1. Apa yang berubah di dalam industri farmasi semenjak adanya BPJS itu
sendiri?
Terciptanya suatu lembaga yang berada di tengah tengah antara industri farmasi itu
sendiri dengan customer. BPJS menjadi jembatan penghubung antara industri farmasi
dan end customer seperti rumah sakit, dokter ataupun masyarakat langsung.
Semenjak adanya BPJS kesehatan, terciptanya pasar di industri farmasi berdasarkan
pemilihan dengan harga yang paling terjangkau. Tidak dapat dipungkiri perubahan ini
membuat PT Merck harus beradaptasi dengan perubahan yang signifikan tersebut.
2. Bagaimana PT Merck Tbk sendiri menanggapi perubahan yang terjadi di
industri farmasi?
Pada dasarnya tidak ada yang berubah dari pasar tersebut, hanya saja jembatan ini
membuat pasar yang jadi membesar dengan cepat dengan kemungkinan margin yang
mengecil. Maka dari itu, dengan segala persiapan dan kemampuan yang ada PT
Merck Tbk berusaha untuk beradaptasi dengan perubahan industri yang terjadi di
indonesia.
3. Apa kekuatan PT Merck Tbk dalam beradaptasi kedalam industri farmasi
yang baru?
Kekuatan PT Merck tentu nya masih sama, adalah memproduksi obat berkualitas
international. Keuntungan PT Merck Tbk menjadi salah satu perusahaan diawasi
langsung oleh Merck Group pusat di German adalah kemampuan membaca arah
pasar dan membuat inovasi berkualitas di dalam industri farmasi. Kekuatan PT Merck
Tbk memiliki jaringan yang luas itupun diyakini dapat membantu baik PT Merck Tbk
sendiri ataupun pemerintah dalam rangka menyempurnakan industri farmasi ini.
66
4. Apa kelemahan PT Merck Tbk dalam beradaptasi kedalam industri farmasi
yang baru?
Kelemahan saya rasa tidak terlalu terlihat jelas. Hanya mungkin PT Merck Tbk
sedang di dalam fase beradaptasi untuk mencipatakan dan meberikan obat dengan
kualitas terbaik namun tetap dengan harga yang berada di dalam jangkauan pasar dari
BPJS Kesehatan itu sendiri. Saya lebih melihat itu sebagai tantangan bukan
kelemahan.
Dan mungkin juga adalah saluran yang mulai tersumbat untuk pasar kami. Kami
harus bisa memasuki BPJS kesehatan dikarenakan belum adanya tempat menjual obat
ke masyarakat langsung yang dimiliki Merck. Tapi saya juga melihat itu sebagai
kesempatan bukan kelemahan untuk masuk ke pasar tersebut.
Namun kekuatan kami di bidang customer health masih bisa mengcover bagian
biopharma yang beradaptasi dengan pasar yang baru. Divisi Customer health kami
menyumbang sekita 42% dari penjulan PT Merck Tbk.
5. Apa kesempatan yang sekiranya dapat di maksimalkan PT Merck Tbk
kedepannya?
Tentunya banyak kesempatan yang memungkinkan dalam perubahan di industri
farmasi ini. Seperti yang saya katakan sebelumnya bahwa PT Merck Tbk sedang di
fase beradaptasi dengan perubahan industri. Itu hal normal di dalam dunia industri,
pasar selalu berubah. Karna itu bukan hal baru untuk kami yang sudah 67 tahun
beroprasi di Indonesia. Jadi menurut saya ketika kami bisa beradaptasi dengan
perubahan tersebut, maka kami dapat memanfaatkan pasar BPJS sebagai sala satu
kekuatan dari PT Merck Tbk
6. Apa ancaman terbesar yang PT Merck Tbk rasakan?
Ancaman yang datang mungkin adalah persaingan yang semakin ketat. BPJS
Kesehatan ini sendiri menuntut para perusahaan farmasi untuk menghasilkan produk
67
seefisien tanpa mengorbankan kualitas. Tapi tidak di sangkal bahwa hampir 90%
bahan baku farmasi masih import. Ini menunjukan perlu nya adanya bantuan dari
pemerintah juga dalam mendukung agar perkembangan industri farmasi tetap pada
jalurnya. Jika dengan tekanan harga import bahan baku yang tinggi dan permintaan
pemerintah dari e-catalog yang menuntut harga rendah dapat menyebabkan sulit nya
pasar berkembang.
7. Menurut bapak, apa yang dapat PT Merck Tbk lakukan untung
menanggulangi ancaman tersebut?
PT Merck Tbk sebagai sala satu dari bagian industri farmasi tentu nya ikut ambil
bagian dalam membantu pemerintah menciptakan industri farmasi yang dapat
berkembang di Indonesia. Seminar, program edukasi kami lakukan untuk membantu
pemerintah untuk memahami industri farmasi.
Kami juga terus memberi tahu pemerintah tentang perlu nya pertimbangan atas
kualitas dari obat tersebut di e-catalog dalam program BPJS. Tidak semua
pertimbangan dalam pemilihan obat dalam e-catalog adalah harga. Terkadang kita
harus memperhatikan kandungan dari obat itu sendiri.
PT Merck Tbk sebagai sala satu bagian dari industri farmasi sendiri juga akan
berusaha untuk membantu pemerintah dengan inovasi dan perubahan – perubahan ke
arah yang lebih baik lagi.
68
Interview related to BPJS Program with dr TS, Pediatrics in Bekasi
1. Apa dampak terbesar dari timbulnya program BPJS?
Banyak hal yang terjadi setelah program BPJS ini. Pasar menjadi tumbuh, masyarakat
menjadi bertambah banyak. Ini bisa membawa dampak positif dan negatif. Dampak
positif yang bisa terjadi adalah masyarakat kini dengan mudah mendapatkan
perawatan dari lembaga – lembaga kesehatan yang ada. Tentu nya sebagai seorang
dokter, saya meilhat ini adalah perkembangan yang sangat bagus untuk layanan
kesehatan masyarakat Indonesia itu sendiri.
Sedangkan dampak negatif nya mungkin lebih kepada pasar yang BPJS Kesehatan
berusaha tutupi atau cover biaya pengobatan nya terlalu besar. Sedangkan seharusnya
ada percobaan pada awal nya untuk sistem ini sehingga pemerintah tidak terkesan
susah payah dalam mengontrol semua nya
2. Apa yang berbeda dari sektor kesehatan dengan program BPJS dan sebelum
program?
Untuk dokter tentunya berbeda jauh. Pada dulunya, kita akui bahwa pengobatan ke
rumah sakit bisa dibilang mahal dan tidak terlalu bersahabat ke semua lapisan
masyarakat. Namun sekarang semenjak adanya BPJS Kesehatan, kita dapat melihat
bahwa semua lapisan masyarakat mendapatkan pengobatan yang setara bagi seluruh
rakyat. Walau pada nyatanya masih tetap kesehatan dibagi dalam kelas – kelas
sendiri, namun pada ahkirnya seluruh masyarakat bisa mendapatkan pelayanan gratis
3. Apakah berarti BPJS tidak membawa dampak negatif ke para pelayan
masyarakat khusus nya dokter itu sendiri?
Jika boleh jujur dalam pendapat saya sebagai dokter, BPJS Kesehatan ini membawa
pengaruh yang sangat signifikan terhadap dokter itu sendiri. Jujur saja, pada
kenyataan nya saya melihat bahwa penghargaan terhadap dokter menjadi berkurang.
Kenapa saya bisa bilang seperti itu, dikarenakan pada jaman sebelum BPJS
Kesehatan, dokter mungkin pada kisarannya dibayar untuk saya sekitar Rp 50.000,-
namun sekarang hanya dibayar Rp 20.000 saja.
69
4. Apakah selain nominal, ada lagi yang bapak angggap kurang? Atau semata –
mata mengacu terhadap nominal?
Tentu saja ada hal lain yang bisa dirasakan. Sebagai dokter kita dipaksa overtime
dikarenakan banyaknya masyarakat yang dapat berobat di rumah sakit. Maka dari itu,
kita memahami bahwa terkadang para rumah sakit yang menolak rumah sakit mereka
sebagai bagian dari BPJS Kesehatan itu sendiri dikarenakan selain keuntungan
mereka yang mengecil, nasib para dokter yang bekerja di dalam pengawasan mereka
juga dipertaruhkan.
5. Apa yang berubah dari Industri farmasi itu sendiri menurut bapak?
Biasa nya, mereka (perusahaan obat) datang ke rumah sakit, cari dokter yang
mempunyai reputasi bagus, punya banyak pasien. Dari sana mereka akan mulai
memperkenalkan produk mereka sebagai produk utama yang dapat dokter pakai
untuk rekomendasi. Mereka biasanya memberi target, jadi ketika mencapai target
biasanya mereka memberi kita semacam reward.
Tapi harus diketahui bahwa obat yang direkomendasikan ke kami tentu nya masih
dalam lingkup pengawasan BPOM dan sudah memenuhi standard yang berlaku di
inndustri farmasi ini. Tidak serta merta segala jenis obat kami gunakan tentunya.
6. Jadi apa saran bapak sebagai bagian dari program pemerintah?
Saran saya tentu satu adalah untuk pemerintah sebagai penyelenggara BPJS untuk
terus berkembang dan berinovasi dalam membangun sektor kesehatan. Dalam
perkembangan tersebut di harapkan nasib para pelayan kesehatan juga di perhatikan.
Entah itu rumah sakit, apotik ataupun para dokter dan pelayan kesehatan lain nya.
70
Interview related to BPJS Program with Parulian Simanjuntak, Executvie Director of
International Pharmaceutical Manufacturing Group and Independent Commissioner
of PT Merck Tbk
1. Apa fungsi dari IPMG itu sendiri?
IPMG adalah suatu organisasi yang beranggotakan 25 perusahaan multinational
dalam bidang farmasi yang bertujuan untuk memberi sumbangan perusahaan farmasi
berbasis riset dalam membantu masyarakat meningkatkan kualitas hidup mereka serta
mendorong kemajuan sistem layanan kesehatan, yang efektif dan terintegrasi, di
Indonesia.
IPMG menjadi organisasi yang sudah banyak menyumbang hampir 900 produk
canggih di indonesai untuk mengobati berbagai macam penyakit dikarenakan IPMG
memiliki 25 anggota perusahaan yang memiliki standard kualitas dan keamanan yang
international dan menjadi basic dari pengembangan technology di Indonesia.
2. Menurut bapak apa dampak dari BPJS yang bisa mempengaruhi anggota
IPMG itu sendiri sebagai bagian dari Industri farmasi?
Dampak terbesar secara umum adalah adanya penambahan anggaran pemerintah
untuk layanan kesehatan. Saya katakan tambahan dikarenakan sebelumnya
pemerintah sudah memiliki program layanan kesehatan tapi sekarang pemerintah
menjadikan satu dan di tambah dengan keinginan pemerintah untuk memberikan
pelayanan kesehatan kepada semua masyarakat. Dari segi itu jelas ketika pemerintah
menyediakan pasar seperti itu tentu nya industri di sisi lain siap menyediakan apa
yang dibutuhkan pemerintah. Dengan membesarnya anggaran, itu mengakibatkan kue
(re:pasar industri farmasi) bertambah semakin besar.
71
3. Menurut bapak, siapa yang paling di untungkan dengan adanya BPJS ini?
Dampak atau manfaat nya tentu nya adalah masyarakat dikarenakan design dari pada
BPJS ini adalah untuk memberikan masyarakat layanan kesehatan tanpa terkecuali.
Kita bisa bandingkan dengan asuransi kesehatan swasta bahwa sistem kerja mereka
yang bergerak dengan basis keuntungan tentu nya tidak serta merta bisa
menglindungi dan memberikan layanan kesehatan ke semua orang di segala kondisi.
Sedangkan BPJS ini bertujuan untuk menanggung seluruh rakyat indonesia dalam
segala kondisi. Bahkan ketika premi sudah di bayar, asuransi kesehatan swasta
biasanya punya beberapa aturan dalam pengobatan yang dapat mereka tanggung.
Sedangkan BPJS ini siap membantu seluruh masyarakat Indonesia selama mereka
terdaftar sebagai anggota dari BPJS. Jadi jika dilihat dari segi ini, kebijakan ini sangat
membantu masyarakat. Sangat bagus.
4. Bagaimana dengan industri farmasi itu sendiri, apakah merasa diuntungkan
dengan adanya BPJS terutama anggota dari IPMG itu sendiri? Apakah
memiliki bagian yang sama dalam bagian tersebut?
Menurut saya, statement tentang siapakah yang paling untung dengan adanya
program BPJS ini di industri farmasi tidak tertulis di undang – undang manapun
dikarenakan semua lapisan industri kesehatan harus menempatkan pasien atau dalam
konteks ini adalah masyarakat indonesia. Hanya saja dikarenakan keuangan yang
terbatas, BPJS sebagai penyelenggara berusaha untuk menekan biaya. Oleh karena itu
kebijakan nya adalah untuk membeli obat – obat an berjenis generik dengan harga
yang dibeli dengan sangat rendah. Dikarenakan kebijakan ini untuk menekan ongkos,
sehingga produk – produk dari IPMG yang merupakan jenis modern sulit masuk.
Sehingga pasien BPJS yang membutuhkan obat – obat an kemungkinan akan
mendapatkan tipe jenis generik pada umumnya. Dikarenakan kebijakan itu sehingga
itu terlihat seolah – olah untuk menolong industri farmasi lokal Indonesia. Menurut
72
saya bukan seperti itu, hanya saja produk – produk dalam negeri memang memiliki
produk yang dibutuhkan oleh BPJS.
5. Tapi sering kali kita lihat pada kenyataan nya bahwa biasanya harga
berbanding lurus dengan kualitas benda tersebut. Bagaimana bapak
menanggapi nya?
Ya dan Tidak. Ya secara umum, tapi ketika itu berkaitan dengan obat – obat an
seharunya kualitas nya akan tetap sama dan terjaga. Obat – obat an itu harus memiliki
kandungan yang sesuai. Banyak cara untuk menekan biaya, bisa menekan biaya lewat
raw material atau pun dengan quantitas dalam produksi tersebut.
6. Menurut bapak, apa yang bisa dilakukan oleh anggota – anggota IPMG dalam
menjaga posisi mereka dalam industri ini?
Tidak banyak yang bisa di lakukan sebagai bagian dari industri farmasi ini selain
beradaptasi. Industri memang akan berubah sewaktu- waktu. Saya rasa semua orang
pun tahu itu, akan tetapi cara dan pola mereka menghadapi perubahaan tersebut lah
yang membedakan. Saya tidak bisa terlalu banyak berbicara tentang cara mereka
beradaptasi dikarenakan setiap perusahaan mempunyai teknik nya masing – masing.
7. Apa peran IPMG sendiri sebagai bagian dalam industri ini dalam membantu
BPJS?
Kita sering kali memberi saran kepada BPJS dan pemerintah bahwa jangan selalu
mecari dan memilah produk farmasi berdasarkan harga semata. Harus nya mereka
juga bisa memperhatikan efektivitas dari obat tersebut. Hanya saja kita tidak bisa
menuntut pemerintah sendiri dikarenakan dana yang terbatas.
8. Apakah ada kemungkinan di masa depan ketika obat itu akan dinilai dari
kualitas tidak hanya dari harga nya saja?
Oh tentu saja, harus terjadi itu. Jika tidak negara akan mengalami kerugian
73
9. Bagaimana menurut bapak perubahan ini terhadap asuransi swasta?
Sebenarnya BPJS Kesehatan adalah kurang lebih hampir mirip dengan asuransi yang
berasal dari pemerintah. Hanya saja BPJS Kesehatan yang sekarang masih belum bisa
menyentu beberapa pasar yang sudah dimiliki oleh asuransi swasta. Kelebihan dari
BPJS ini adalah melindungi seluruh rakyat Indonesia. Maka dari itu, ketika BPJS ini
sudah dapat mengcontrol pasar tersebut, maka dampak BPJS tak hanya dinikmati
oleh masyarakat namun juga seluruh elemen di sektor kesehatan terutama di industri
farmasi.
74
TURNITIN
Analysis of Marketing
Strategy of PT Merck Tbk
in Response to BPJS
Program
by Michael Tiopan
FILE THESIS_TRINITY.DOCX (201.55K)
TIME SUBMITTED 12-MAY-2017 02:21AM WORD COUNT 9988
SUBMISSION ID 813036594 CHARACTER COUNT 48972
75
76
Related Documents
