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