MARKETING PERSPECTIVE: SEPT 23<\/p>\n
Key ingredients: Scientific, Safe and Honest<\/p>\n
Irwan Hidayat<\/p>\n
Contributor
\nJakarta<\/p>\n
JP\/9<\/p>\n
\"Back to nature\". This credo is gaining more popularity in
\nrecent years. This and the abundant information on health
\ncurrently available have triggered an increased preference for
\nherbal medicines. To meet the growing demand, a number of
\npharmaceutical companies worldwide have launched various herbal-
\nbased products. This trend is not only taking place in Indonesia,
\nbut, in fact, several European countries and the United States
\nalready started paying serious attention to the alternative
\nremedies some 35 years ago.<\/p>\n
Although in some aspects Indonesia may be lagging behind other
\ncountries, the country is one of the richest in the world in
\nregards to the number of species of flora. This treasure trove
\noffers the pharmaceuticals industry here opportunities as well as
\nchallenges at the same time to make the most effective use of the
\ncountry's potential in contributing toward public health.<\/p>\n
Theoretically at least, with the enormous natural resources of
\nraw material for herbal medicines available here, Indonesia
\nshould be self-supporting in this sector. Being less dependent on
\nother countries, obviously huge amounts of money spent on
\nimporting raw materials can be saved. Next, the country's
\nbargaining position in the global market, especially in the area
\nof herbal products, is also further improved.<\/p>\n
It is time to realize that one of the country's assets -- our
\nherbal products -- can open up the door to global marketing.
\nThough some improvement must be made in the technology and
\nmanufacturing methods, this does not pose as a serious problem.
\nIn today's situation where information can be accessed from
\nalmost anywhere, the right kind of technology can be purchased
\nand even further developed. However, our business people,
\nespecially those with the enterprising spirit, should be creative
\nas well as persistent.<\/p>\n
While taking care of the technology aspect, in the meantime
\nlocal manufacturers can export semi-finished products until such
\ntime when fully-finished products with quality of international
\nstandard can be produced by each manufacturer. Without reliable
\nquality, local manufacturers do not stand a chance of succeeding
\nin the tough global competition.<\/p>\n
Manufacturers of herbal medicines here must fully realize the
\nimportance of the image, both the image of their products and
\ntheir company. With new mindset and attitudes, they must strive
\nto upgrade the image of jamu (local herbal medicine) that is
\nregarded as traditional and, worse, unscientific. The first step
\nfor them to take is to apply similar standards of good
\nmanufacturing methods of their counterparts, the modern
\nmanufacturers of scientific and research-based drugs.<\/p>\n
For manufacturers specializing in the production of herbal and
\nherbal-based medicines, the government has aptly issued
\nregulations pertaining to good manufacturing methods of
\ntraditional-cum-herbal medicines. However, it is very much in the
\nhands of the players in this industry to strictly adhere to them
\nor, better, even exceed the set standard.<\/p>\n
Just like the rest of the pharmaceutical industry,
\nmanufacturers of herbal medicines have to follow the same basic
\nprincipals: scientific, safe and honest.<\/p>\n
The benefits of each herbal product have to be proven
\nscientifically, not only based on empiric evidence. The level of
\ntoxicity among its safe-to-consume features should be determined
\nin the most scientific way to avoid consumers' doubt which may
\nturn into utter disbelief. False claims or overpromising should
\nbe totally avoided, because, worse than becoming a laughing
\nmatter, they may cause fatalities. Health, apart from being a
\nhuman rights issue, is serious business. So only highly committed
\nplayers with a real sense of responsibility can enter this
\nindustry.<\/p>\n
Only by conscientiously sticking to these principles, can the
\nherbal medicine producers gain their customers' trust. Like in
\nevery business and relationship, especially where health care
\nproducts are concerned, trust is everything. Without it, the
\nunethical players may ruin the entire industry's image and huge
\npotential. -- The writer is president director of PT Sido Muncul,
\nmanufacturer of herbal medicines located in Central Java<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/marketing-perspective-sept-23-1447899208",
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"sponsor": "Okusi Associates",
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