This document discusses customer value in the Indonesian pharmaceutical industry. It identifies the main parties involved in prescription drug purchases as prescribers, influencers, consumers, and financiers. It also examines the evolution of understanding customers, including reasons for purchases such as mood, personal factors, and societal influences. The document reviews sources of health and drug information and trends in pharmaceutical marketing and spending on activities like detailing. It analyzes the customer decision journey and purchase funnel as well as reasons customers may not switch products and ways to protect customers from competitors.

1. SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE
IN INDONESIA PHARMACEUTICAL INDUSTRY PART 3
Moch Kurniawan

2. 4 MAIN BUYING PARTIES FOR PRESCRIPTION
DRUGS:
• prescribing rights vary internationally and this category
may include doctors, dentists, pharmacists, nurses and
optometrists
Prescriber
• hospitals, nurses, professors, reimbursement agenciesInfluencer
• patientConsumer
• partly patient, partly government or third party (varies
by country), managed health care organization
(hospitals, Health Maintenance Organisations etc.)
Financier
Electronic Journal of Business Ethics and Organization Studies | Vol 9 no 2

3. http://sophisticatedfinance.typepad.com/.a/6a00e00981da57883301901dcf024b970b-pi
THE EVOLUTION OF UNDERSTANDING THE
CUSTOMER

4. REASON FOR THE PURCHASE
Mood
Personal Factors
Psychological Factors
Societal Factors
Reference Groups and Opinion Leaders
Principles of Marketing, v. 2.0 by John F. Tanner, Jr. and Mary Anne Raymond

5. RATE EACH SOURCE ON ITS ABILITY TO PROVIDE YOU WITH THE
INFORMATION YOU NEED TO MAKE A DECISION ABOUT YOUR
GENERAL HEALTH AND DRUG INFORMATION
Epsilon Research: April 2010

6. PROMOTIONAL SPENDING BY TYPE OF
MARKETING ACTIVITY, 1989 TO 2008
(Billions of dollars)
Source: Congressional Budget Office based on data from SDI Promotional Audits.
Notes: The starting date for each type of marketing reflects the date at which SDI began including the series in its collection of data.
Detailing refers to the practice in which pharmaceutical representatives make sales calls to physicians and other health care professionals to discuss the uses of a particular
prescription drug and its benefits for patients.
DTC = direct to consumer.

7. HOW DOES THE PHARMACEUTICAL INDUSTRY
MARKET ITS DRUGS AND HOW MUCH DOES IT
SPEND?
http://www.pewhealth.org/other-resource/persuading-the-prescribers-pharmaceutical-industry-marketing-and-its-influence-on-physicians-and-patients-85899439814

8. PHARMACEUTICAL MARKETING SPEND
http://pharmamkting.blogspot.com/2012/03/china-enjoys-burst-of-pharma-marketing.html

9. A Special Report by J.D. Power and Associates | November 2011

10. http://pharmamkting.blogspot.com/2011/03/new-phrma-survey-of-physicians-are.html

11. http://satoriengine.com/the-new-path-to-purchase/[27/02/2014 20:50:34]
THE PURCHASE FUNNEL

12. THE CONSUMER DECISION JOURNEY
McKinsey Quarterly 2009 Number 3

13. 10 REASONS CUSTOMERS WON’T SWITCH TO YOUR
PRODUCT EVEN THOUGH THEY UNDERSTAND THE VALUE OF
IT:
Migrating from the existing
product is too expensive/time
consuming
Skills Enterprise lock-in
Your product functionality is
too narrow
Politics/Relationships
Customization/Implementation
costs are too high
Your company is too small You can’t provide 24/7 service
You can’t support the
customer’s environment
Your product is better but not
THAT much better
http://www.rocketwatcher.com/blog/2010/08/startups-10-reasons-customers-wont-switch-to-your-product.html

14. 6 WAYS TO PROTECT YOUR CUSTOMERS FROM
COMPETITORS
http://sales.about.com/od/customerservice/tp/6-Ways-To-Protect-Your-Customers-From-Competitors.htm

15. Reasons for switching: Customer service and
competitive rates top the list as the most important
factors
http://www.thisismoney.co.uk/money/saving/article-2442349/Santander-Nationwide-big-current-account-gainers-year.html

16. http://www.business2community.com/customer-experience/customer-experiences-and-social-media-0237738

17. WHICH PART OF THE TREATMENT EXPERIENCE
IS THE MOST FRUSTRATING FOR YOU?
PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013