The Pharmaceutical Industry Ecosystem
The healthcare and pharmaceutical industries have undergone significant changes over the past decade. Shifts in consumer behavior, advancements in digital technology, growing health awareness, and the emergence of artificial intelligence (AI) have prompted pharmaceutical companies to shift their focus beyond products alone to include customer experience and building trust.
As one of the largest pharmaceutical companies in Indonesia, Kalbe Farma serves as an interesting example of the implementation of key elements of modern marketing. The company not only builds a business based on health products but also creates an integrated, technology-based, and customer-oriented healthcare ecosystem.
Segmentation
In terms of market segmentation, Kalbe Farma recognizes the wide diversity of consumers in Indonesia. Given the highly heterogeneous market, the company segments its market based on age, income level, lifestyle, health needs, and consumer behavior.
This approach enables Kalbe Farma to develop products that are more relevant and tailored to customer needs. Specifically, here are Kalbe Farma’s products according to consumer segmentation.
Table 1, Kalbe Farma’s Segments and Products
|
Segment |
Product |
|
Children |
G |