Published date: Mar 22 2024

Journal Title: KnE Social Sciences

Issue title: International Conference on Engineering Management and Sustainable Innovative Technology (ICEMSIT)

Pages: 71–82

DOI: 10.18502/kss.v9i10.15701

Arbert PandhegaBINUS Business School Undergraduate Progam, Bina Nusantara University, Jakarta, Indonesia

Egidius David ErisonBINUS Business School Undergraduate Progam, Bina Nusantara University, Jakarta, Indonesia

Kukuh Lukiyantokukuh.lukiyanto@binus.ac.idBINUS Business School Undergraduate Progam, Bina Nusantara University, Jakarta, Indonesia

The purpose of this research was to find the right strategy for developing new medical services in PT. Erha during the COVID-19 pandemic. The study used qualitative research methods. The subjects were eight employees of PT. Erha in the Medical Service Development division. Data collection was done through semi-structured interviews by asking concept questions that were prepared. The results of this study showed that Medical Treatment in Erha had decreased during the COVID-19 pandemic. Therefore, it was necessary to develop a new medical treatment. To market this new product, a more effective digital marketing strategy was needed. Other results showed that the development of new products must adapt to current consumer conditions as well as regulations, government, and economic situations. The results of this study were also homogeneous between the informants.

Keywords: COVID-19 pandemic, medical treatment, product development, strategy

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