Strategic Pharma Marketing Asia 2013 1st – 3rd July 2013
at the Sheraton Towers Singapore
Presented by : Obed Fuk Liang
Hii ! I’m Obed Fuk Liang (@obedfl)
Sales inspirator speaker (Markplus, INTI Pesan, School, University, Public)
Contributor in “Grow with Character Champion Stories” (2010, p. 293)
The Youngest Indonesia’s Future Business Leader – SWA Magazine 2010 *SWA is the reputable business magazine in Indonesia
Career Path : Sales Director PT. SOHO Industri Pharmasi 2009-Present Sales Director PT. Ethica Industri Farmasi 2012-Present Sales and Marketing Director PT. Soho Global Medika 2013-Present
Executive Leadership Program Monash University - 2010 Executive Leadership Program Harvard Business School - 2012
I TM am : CARING
INSPIRING
ENTHUSIAST
TAG LINE :
“You don’t know what you can do until you try”
OUR BUSINESS SOHO Group PHARMA SOHO Group CONSUMER HEALTH SOHO Group DISTRIBUTION
COMPANY 1. PT. SOHO Industri Pharmasi 2. PT. ETHICA Industri Farmasi 3. PT. PARIT PADANG GLOBAL 4. PT. Universal Health Network 5. PT. Global Harmony Retailindo 6. SOHO FLORDIS INTERNATIONAL 7. PT. SOHO GLOBAL MEDIKA
Agenda
1. The Top 3 Local Regulations that Impede Marketing Plans
2. Local Cultural Sensitivities
3. Case Studies : INNOVATIVE BRAND, IMAGE
BUILDING
Asian growth will be lead by
China, India, Indonesia, Japan,
South Korea, Malaysia and
Thailand. Haruhiko Kuroda, in Asia 2050: Realizing the Asian Century
Former of Asian Development Bank (ADB)
Bank Central Governor of Japan (present)
INDONESIA IS PART OF THE 7
ENGINES OF ASIA
Average per capita income of the 7 Country was
USD 45.800,- or 25% higher than rate of global
average rate : USD 35.600,-
In the year of 2010, PDB of the 7 country range
between USD 14,2 trillion / 87% PDB Asia.
Indonesia has the fourth largest population in the world as many as 238 million people, which is projected to grow by 1.1% per year over the next five years.
Source : http://www.neraca.co.id/harian/article/22873/Lepas.180.juta.Saham.RS.Omni.Bidik.Dana.IPO.Rp.70.Miliar#.UWvWYjdCjFw
The middle class in Indonesia is expected to grow from 36% to 58% of the total population in 2020.
Portrait of Indonesian Internet User in
Indonesia 2012
MarkPlus Insight Netizen Survey 2012 :
Total Growth Internet User in Indonesia
2010 - 2012
42.2
55.0
61.1
9.6
13.8
24.2
2010 2011 2012
Internet User Accessing Internet More than 3 hours per day
Urban Population 121.16 123.24 123.57
Urban Family 30.29 30.81 31.61
Urban Netizen Population 37.56 50.53 56.38
Netizen Population 42.16 55.23 61.08
Total Internet User Penetration 17% 22.4% 23.5%
In Million
Source : Marketeers November 2012 Edition, p. 60
INDONESIA HEALTHCARE MARKET OVERVIEW
Source : The President Post, Vol.2 No.2 – Sunday Edition, January 2013
Source : http://thepresidentpostindonesia.com/wp-content/uploads/2013/01/The-President-Post-Indonesia-Edisi-2-Volume-2.pdf
URGENT ! : “Indonesia NEED
1000 New Hospitals…“
Ratio between number of hospital with a population of Indonesian citizen not suitable.
1 bed in hospital : 230.000 inhabitants. (Dr. dr. Sutoto, M.Kes : Chairman of the Indonesia Hospital Association).
WHO : ” 1 bed should be for 100.000 inhabitants ”
The additions of bed in Indonesia budgeted
7 Trillions IDR = 7 Bio USD until year of 2014. dr. Nafsiah Mboi, Sp A, MPH - Indonesia Minister of Health
Indonesian shortage of : 12.000 Ophthalmologist, 20.000 of Internal Medicine and 15.000 of GP (General Practice)/family doctor Source : The President Post, Vol.2 No.2 – Sunday Edition, January 2013
MODERN and HIGH TECHNOLOGY Approach
from ASKES (Indonesia Health Insurance)
Call Center ASKES
Source : PT Askes (Persero) Monthly Buletin – October 2010
ASKES Centre Activity at Hasan Sadikin Hospital, Bandung – West Java
Source : PT Askes (Persero) Monthly Buletin – October 2010
ASKES CENTRE : “The Art of Customer Service to Excel the Customer Expectations”
Indonesia Act No. 24/2011
(1) BPJS Kesehatan sebagaimana dimaksud dalam Pasal 5 ayat (2) huruf a menyelenggarakan program jaminan kesehatan. (2) BPJS Ketenagakerjaan sebagaimana dimaksud dalam Pasal 5 ayat (2) huruf b menyelenggarakan program: a. jaminan kecelakaan kerja; b. jaminan hari tua; c. jaminan pensiun; dan d. jaminan kematian.
Pasal 6
UNDANG-UNDANG REPUBLIK INDONESIA NOMOR 24 TAHUN 2011
TENTANG BADAN PENYELENGGARA JAMINAN SOSIAL
National Social Security System
(SJSN) will facilitate the
affordability of health services.
Cover for health care insurance, accident,
pensions plan and life insurance
Source : http://manajemenrumahsakit.net/wp-content/uploads/2012/11/SUHARTINI-HADAD_Prospek-Implentasi-UU-SJSNBPJS-Dalam-Perlindungan-Konsumen.pdf
Indonesia Act No. 44/2009, chapter 3 and 4 : Describe about HOSPITAL regulations and rules
• The additions of bed in Indonesia budgeted 7 Trillions IDR = 7 Bio USD until year of 2014. Dr. Nafsiah Mboi - Indonesia Minister of Health
Opportunity
• Target of Indonesian Government that 182.6 million citizen will be participants BPJS (Universal Indonesia Healthcare Coverage) in 2014
National Insurance
• Generic Business
• Medical Device Business
• Hospital and Diagnostic Business
Business Opportunity
GRAB the BUSINESS OPPORTUNITY
SOHO Group develop and build a NEW BUSINESS in MEDICAL DEVICES and EQUIPMENTS, by : 1. To ENTER the market with BLUE OCEAN STRATEGY, MARKETING and
SALES TACTIC
2. To ATTACK FRONTALLY the market leader by INTRODUCING the NEW SALES and MARKETING APPROACHS and CONCEPTS
3. To SELECT the manufacture company who’s want to cooperate and joint
4. To COVER Indonesia territory with well trained, equipped and certified nurse
5. To build a close relationship with government authority by creating open and compliances business landscape
Wound Care Sales Executive (WCSE)
Certified Nurse Ms. Dona in managing the Decubitus Ulcer at Gl. Tobing
Tanjung Hospital - Sumatera
HARI KE II HARI KE II HARI KE VI
HARI KE I HARI KE I HARI KE IV
Wound Care Sales Executive (WCSE)
Certified Nurse Ms. Dona in managing the Diabetic Foot Ulcer
at Haji Hospital Sumatera
Ortho Splint
Certified Nurse Mr. Tolip Sormin
Ortho cast
Certified Nurse Mr. Failin
Using Ortho Cast for Body Jacket
Certified Nurse Mr. Wirya
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