Targeting Sales Growth in 2025, Phapros (PEHA) Strengthens Marketing Through These 3 Strategies

JAKARTA, May 26, 2025 – PT Phapros Tbk (PEHA), a leading national pharmaceutical company and a subsidiary of PT Kimia Farma Tbk, part of the State-Owned Enterprises (BUMN) Pharmaceutical Holding, focuses on implementing 5 key strategies in its business and financial transformation. The first strategy is strengthening sustainable finances through restructuring bank debt and efficiency in all aspects. Second, improving customer satisfaction through enhancing product commercialization and distribution. Third, business development and product portfolio expansion through strengthening R&D and strategic partnerships, including expanding export markets. Fourth, transforming systems and business processes through strengthening the supply chain, driving innovation from upstream to downstream business processes, and digitalization across all lines. Fifth, optimizing culture and human resources through human capital transformation and talent development.

The Acting CEO of PT Phapros Tbk, Ida Rahmi Kurniasih, stated that these five key strategies have been ongoing since last year and will continue to be focused on in 2025 to strengthen business fundamentals and increase sales to achieve sustainable profitability.

“We are focused on implementing these 5 grand strategies to achieve sustainable performance. For the product portfolio strengthening strategy, for example, Phapros will increase market share and smart supply chain. Then for new product strengthening, we continue to innovate to create new products,” said Ida on Monday (May 26, 2025).

Sales Enhancement Strategy

Specifically, throughout 2025, Phapros will implement a transformation program in marketing for each of its products. Sales growth will be supported by strengthening the OTC (Over the Counter) product market with massive promotions and the use of digital media, supporting national and regional government programs, as well as focusing on regular markets for prescription drugs (ethical) in both government and private hospitals.

Seeing the implementation of the transformation program since the beginning of the year, management is optimistic that this will soon improve the company’s performance and bring positive impacts for all stakeholders. Product portfolio strengthening is also carried out by increasing the market share of Antimo Group products. Based on a survey at the beginning of the second semester of 2024, Antimo, which has been present in the Indonesian market for 52 years, became the most sought-after product compared to other brands, with 14% of respondents being loyal customers.

Ida explained that PT Phapros Tbk., as part of the State-Owned Enterprises (BUMN) Pharmaceutical Holding, has innovated the OAT Package (Anti-Tuberculosis Drug) Category 1 Daily Dose in the form of coated caplets. With this technology, the TB drug therapy dose becomes more effective and can improve patient adherence to medication. This innovation is Phapros' commitment to supporting the government’s program for tuberculosis control and treatment in Indonesia. “This innovation is a company commitment to providing quality health solutions for the community. As the country with the second-highest number of TB cases in the world after India, Indonesia needs effective and easily accessible solutions for patients."

At the same time, Phapros continues to expand its market abroad as one of its strategies to increase revenue in 2025. Overseas markets such as East Timor, Cambodia, the Philippines, and Peru have become export destinations for Phapros' flagship products, including Antimo Group, TB therapy groups, multivitamins, minerals, and several injectable products. Currently, the company’s export sales revenue continues to grow year by year, even increasing by 153% at the end of 2024 compared to the same period last year.

On the other hand, Phapros is determined to continue contributing value-added through the efficient use of natural resources, building effective energy conservation, and carrying out community social development. As a result, Phapros won the 9th Green PROPER Award at the 2025 PROPER Award Ceremony. The PROPER Award is a Ministry of Environment program aimed at improving environmental and social management quality.