Integrating Traditional and Digital Marketing Strategy to Improve Customer Acquisition in Medical Device Distribution Company: Case Study of PT. UMI
Authors:   Master of Business Administration, School of Business and Management Bandung Institute of Technology, Jakarta, Indonesia, 12950, Alwie Andi Aisyiah , Ridwansyah Ardhi ,   Master of Business Administration, School of Business and Management Bandung Institute of Technology, Jakarta, Indonesia, 12950, Sunitiyoso Yos ,   Master of Business Administration, School of Business and Management Bandung Institute of Technology, Jakarta, Indonesia, 12950
Published: July 2023

Digital innovation is the most important and beneficial strategy to address the need for expansion in health systems. But the goal goes much beyond merely updating the infrastructure. From a consumer standpoint, digital innovation must aim to radically alter the health care business model including medical device business. Over the past few years, medical device businesses have received aggressive, record-breaking investment. The Medical Device company also greatly influenced by digitalization phenomenon which requires them to shift to adjust to new consumer behavior in Digital. PT. UMI is one of medical device company in Indonesia that has had an impact of this which has caused a significant decrease in sales in digital transformation era. PT. UMI as B2B business not only consider for digital but also the sales person in traditional marketing as key point to touch and interact with customers. A proposed marketing strategy with integration traditional and digital marketing is needed for this company to remain competitive in the midst of a digital transformation. The purpose of this research is to study PT. UMI’s customer journey in business conditions and then determine the right digital strategy to increase PT. UMI sales and customer acquisition. Primary data collection is done by interviewing from the company side and from the consumer side to find out customer behavior. Based on interviews with PT. UMI’s customers, several customer’s frustration points were identified in PT. UMI’s digital consumer journey: customers want to have flexibility to get information of products before purchasing, because customers need to spend a lot of time to waiting the customer service or sales person to answer the need. Exploration the products before buying it, customers want products with good quality, and customers want the convenience of knowing with the people who have experienced with the products. Through this study, the author reformulates the PT. UMI digital strategy with the 5A consumer journey framework to maximize every consumer touchpoint. The author brings the study to answer two main problems, first to build a customer journey strategy that fits the PT. UMI target market, and second to create recommendations of the best integration for traditional and digital strategy for PT. UMI to make customer journeys in medical device company more engaged and seamless. The recommendation is to create the integration traditional and digital marketing strategy, utilizing customer experience in digital platform. Then, implement Live Chat Features on websites and whatsapp as a proposed digital marketing strategy for PT. UMI.