Novartis at vanguard in raising public awareness

Novartis at vanguard in raising public awareness

NOVARTIS

Pharmaceuticals have not been spared by the economic crisis.

Robby Tiowidjaja, Sales and Marketing Director of Novartis, a Swiss multinational pharmaceutical firm, agreed that the effects were hard-felt because most prices of drug supplies and components had increased. This has contributed to a drop in production.

Novartis' prescription drugs include antihypertensives, anticholesterol agents, antiepileptics, medicine for heart conditions, kidney transplant drugs and breast cancer medication and treatment for nausea from cancer; over-the-counter medication includes Otrivin and Calcium Sandoz.

Robby said it always utilized the most advanced medical information and developments, adding that this was how Novartis had become the pharmaceutical company holding the biggest market in Indonesia.

He asserted that Indonesian generic drugs are of international standards and price-competitive. This is shown by the many Novartis products entering from overseas which are already in accordance with the company headquarters' "one pricing policy".

Pharmaceuticals is a business sector which receives the most government "guidance". Robby believed the government was now more proficient in handling problems with the pharmaceuticals community, including many examples of deregulation which facilitate pharmaceutical firms' business endeavors.

Robby was also optimistic about the globalization era, believing the "challenges" would be great.

To develop Indonesia's pharmaceutical sector, Robby said it was extremely important to increase public awareness. He cited the public's fear of epilepsy, and the importance of providing correct information on the condition. Also established was the Epileptics Association.

The same is true for leprosy. Working with P2L, Novartis has donated medicine for people with leprosy.

Novartis also keeps innovating, such as new ideas for bringing Novartis closer to customers through social marketing. One case was for the inherited disorder thalassemia. With the thalassemia foundation, Novartis has helped those with the condition by donating syringes. This serves to develop its public image and foster good relations.