ANALYSIS OF NEW MEDICAL SERVICE PRODUCT MARKETING STRATEGY IN FACING THE COVID-19 PANDEMIC
Arbert Pandhega (a), Egidius David Erison (b), Kukuh Lukiyanto (c*)

1)2)Management Departement Binus Online Learning, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia
arbert.pandhega[at]binus.ac.id, egidius.erison[at]binus.ac.id
3)Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia
*kukuh.lukiyanto[at]binus.ac.id

Abstract

The Covid-19 pandemic has made all business fields experience uncertainty. Restrictions on social relations make medical service products inoperable. Changing consumer behavior makes existing products need to be updated according to consumer needs. The purpose of this study was to find out the right marketing strategy for new medical service products during the Covid-19 pandemic. This study uses a qualitative method by taking the subject of employees of PT. Erha in the Medical Service Development division as many as 8 people as informants. Data collection was carried out by semi-structured interviews using the concept of questions that had been prepared and digging deeper into the problems. The results of the study indicate that changes in product characteristics need to be explained to consumers. Restrictions on social interaction during the COVID-19 pandemic have made digital marketing the most effective strategy in marketing new medical treatment products.

Keywords: Medical Treatment, Covid-19 Pandemic, Product Development, Strategy

Topic: E-Business and E-Commerce