Andy Hartono

I joined Arkray on tough Covid-19 pandemic situation, but together we are able to manage an increasing sales trend. Our results in Semester 1 of current FY is more than 15% higher to be compared with last one. I use my skills and experiences in sales and marketing to build a better relationship with our distributors. Each distributor have their own challenges, so need different approaches to help them achieving a better business condition overall. We manage communication regularly, both in monthly formal meeting or just a simple discussion. Beside working with them directly, I also need to communicate with Arkray’s other internal division as well, such as Scientific Affairs to organize distributors’ trainings for continuous improvement of their capabilities, knowledges, and performances. On the other hand, I also need to collaborate with Marketing in developing and setting up new channels, such as patient / OTC (Over The Counter) market.

I spent 1 year in B. Braun Medical Indonesia as a Product Manager, managing Aesculap – Laparoscopy portfolios. Having 66% growth in FY2019 to be compared with FY2018 was absolutely my biggest achievement there. My tasks included, but not limited : • Created marketing plan from scratch, started by defining the market, segmentation, target, positioning, etc, until preparing the budget needed for activities, such as exhibitions and workshops. • Hand in hand with Group Product Manager, I also helped Sales team in delivering product knowledge to the prospective customers, including KOLs in Obgyn and General Surgery, purchasing division, hospital management, and sometimes hospital directors. • Not only for external customers, as a Product Manager I was also used to deliver product knowledge for internal trainings, both to Sales and Distributor team. • Since one of the goals for Product Manager was to ensure a good balance of P&L, I also needed to calculate the gross margin before special discount approvals from the higher management. • I also joined exhibitions and workshops to build relationship with KOLs and became the “consultant” from the product aspects for PPDS when they had questions during the Basic Surgical Skills (BSS) trainings and examinations. • Other than those, I also joined surgical procedures several times to help users in optimizing Aesculap Laparoscopy products, both for demo or just assisting them to be more confidence.

It was my first time experience to develop a product, Sariaman, herbal medicine for canker sore, from scratch in terms of marketing activities. I was involved even before the product launching. I needed only around 6 months to make it as the second highest sales contributor between the company’s portfolios. Since the company’s policy only allowed to do BTL (Below The Line) activities, so most of the campaigns that I made was related to trade promo, such as front liner incentives.

After spending 6 months as a sales promotion representative, I was challenged to become a more marketing person rather than sales person. One of the main reason because I had educational background in pharmacy, which should be able to give more benefit for the company. But at the same time, the sales supervisor resigned, so I had to stay longer in area, Denpasar, Purwokerto, and then Bandung, while starting my marketing career beside handling the sales activities in the area as well. Due to this reason, my marketing tasks at that time was only limited in delivering product knowledge training to distributors, my own team, new joining teams in some other areas, and yearly company meetings.

I started my career as an SPR for Bali area. At first my area responsibility was Eastern Bali, from East Denpasar, to Klungkung. While Karangasem was handled remotely due to the low market potential. Until now, I still have good relationship with pharmacist and drugstore there. As a sales person, my roles were : taking orders, making deals of trade promotional programs, and installation of promotional materials.