Year: 2024
Type: article
Study design: Observational Study
Abstract: Indonesia, as a tropical country with a large population, faces significant challenges in controlling the spread of dengue fever transmitted by Aedes aegypti and Aedes albopictus mosquitoes.With the annual increase in cases and mortality rates due to dengue fever, preventive efforts are being made through the use of the dengue vaccine, Qdenga.Given that this vaccine has been recently launched, there is a need to raise public awareness and acceptance of vaccination.This study aims to propose an effective marketing strategy for PT.BF's Qdenga vaccine.Data were collected using a survey with 390 respondents.Data analysis was conducted using the STP (Segmentation, Targeting, Positioning) method, the marketing mix 4P (Product, Price, Place, Promotion), PESTLE analysis, and SWOT analysis integrated into the TOWS matrix to generate appropriate marketing strategy recommendations.Based on the analysis, 16.7% of respondents were unaware of the Qdenga vaccine, while the majority were aware of dengue fever; however, there remains a knowledge gap regarding the dengue vaccine.Additionally, 73.8% of respondents preferred to see promotions on social media, suggesting collaboration with healthcare professionals to enhance trust in the vaccine.Recommendations include collaborating with influencers and healthcare professionals to enhance health promotion, creating engaging social media content, and partnering with the government to incorporate the vaccine into government programs.
Author: Danisa Tria Larasati
Institution: Bandung Institute of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411970350