Strategi IMC (Integrated Marketing Communication) Accu-Chek dalam Menjalankan Kode Etik dan Menghadapi Kompetitor

Abstract

Accu-Chek as blood glucose meter from Roche a foreign capital company (PMA) engaged in as medical devices in Indonesia has strict regulations that apply in the State of Indonesia in the implementation of its trading activities. In addition to the Ministry of Health regulations, and the Act, as an Accu-Chek as multinational company is also bound by the IPMG (International Pharmaceutical Manufactures Group) regulations which regulate the code of ethics between all principals which engaged in the pharmaceutical and medical devices industry. Therefore, all strategies and methods of buying and selling companies with their customers must be in accordance with the existing rules Accu-Chek implements the IMC (Integrated Marketing Communication) strategy for marketing communications. This discussion is divided into 4 parts : Product, Price, Promotion and Place. Through observation and interviews it can be concluded that all activities carried out by the AccuChek company are in accordance with applicable regulations. But with the many competitors available, a more aggressive strategy is needed to move forward. Accu-Chek also needs to form a Public Relations team so that the relationship between the community and the company can be considered more specifically, considering the current role of the Accu-Chek Public Relations is played by the marketing and Customer Center teams.

Accu-Chek meter glukosa darah dari Roche sebagai perusahaan modal asing (PMA) yang bergerak dibidang alat kesehatan di Indonesia memiliki peraturan ketat yang berlaku di Negara Indonesia dalam pelaksanaan kegiatan dagangnya. Selain peraturan Mentri Kesehatan, dan Undang-undang, sebagai PMA Accu-Chek juga terikat dengan peraturan IPMG (International Pharmaceutical Manufactures Group) yang mengatur tentang kode etik antar PMA yang bergerak dibidang industri farmasi dan alat kesehatan. Oleh karena itu seluruh strategi dan metode kegiatan jual-beli perusahaan dengan kostumer nya harus sesuai dengan aturan yang ada. Accu-Chek menggunakan strategi IMC (Integrated Marketing Communication) untuk komunikasi pemasarannya. Dalam pembahasan ini dibagi menjadi 4 bagian yaitu: Produk, Harga, Promosi dan Tempat. Melalui observasi dan wawancara dapat disimpulkan bahwa seluruh kegiatan yang dilakukan oleh pihak perusahaan Accu-Chek sudah sesuai dengan peraturan-peraturan yang berlaku. Namun dengan banyaknya competitor yang ada, dibutuhkan strategi yang lebih agresif lagi untuk dapat melangkah lebih maju. Accu-Chek juga perlu membentuk tim Public Relation agar hubungan antara masyarakat dengan perusahaan dapat diperhatikan lebih khusus lagi, mengingat saat ini peran Public Relation Accu-Chek diperankan oleh tim marketing dan Customer Center.