B2B Marketing Strategies In Improving The Quality Of Drug Sales: Case Studies On Healthcare Providers And Pharmaceutical Manufacturers
Abstract
Drug quality management is a decisive factor in the success of the modern pharmaceutical industry. In the context of Business-to-Business (B2B) marketing, product quality is not merely about meeting regulatory standards; it also serves as a core strategy for building trust, reputation, and loyalty among institutional partners. This study aims to analyze the role and influence of drug quality management on the effectiveness of B2B marketing strategies between pharmaceutical manufacturers and healthcare providers. A qualitative case-study approach was employed through in-depth interviews, observations, and analysis of quality documents. The findings indicate that integrating a GMP-based quality system with a relational marketing approach produces mutually beneficial, long-term partnerships. Practical implications show that quality-oriented B2B marketing strategies enhance competitiveness and business sustainability for Indonesia’s pharmaceutical sector.
Keywords: Drug quality management, B2B marketing, pharmaceutical industry, institutional trust, GMP.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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