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.