Citation:

Maulidina Pasha. "Proposed Strategic Marketing Plan for HPV Vaccine: A Case Study of PT. BF" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 76-81, 2024.

Abstract:

Although cervical cancer, mostly caused by the Human Papillomavirus (HPV), is a huge health problem in Indonesia, there is an effective vaccine against it. This paper, therefore, presents a strategic marketing plan for PT. BF can raise awareness and acceptance of the HPV vaccine. The study showed that out of 400 respondents surveyed, 42.4% have neutral knowledge about HPV, hence pointing out a significant gap in awareness. Furthermore, 28.6 % of the surveyed population manifested high trust in the health information they obtain on social media, while only 24 % had moderate trust, thus indicating the need for more effective education. This might involve interactive social media campaigns, along with collaboration with social media influencers and healthcare providers, and enhanced outreach in rural areas. Having this strategic plan in place, PT will have to address the misinformation at hand and ensure that monitoring is constant. BF has been recognized as one of the major players in improving health outcomes in Indonesia, particularly in eliminating cervical cancer.

References:

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Keywords:

Cervical Cancer, HPV Vaccine, Immunization Awareness, Strategic Marketing.