MODEL KOLABORASI DAN HILIRISASI RISET PRODUK FARMASI: Memperbarui Perspektif Media & Publik ARIF BUDISUSILO, Pemimpin Redaksi/Direktur Pemberitaan Bisnis Indonesia Seminar Pentahelix Kemandirian Bahan Baku Farmasi, Universitas Padjadjaran, Bandung, 15 September 2016

Key Word: KOLABORASI & HILIRISASI

Key Word: RELEVANSI & VALUE Intention for collaborative strategy is on going, but not really strong enough. We need to strengthen and reactivate the so called “concerted effort” to promote the “urgency of collaborative action” specifically on agriculture, health and pharmaceutical research. A strong key messages needed. To create communication strategy to educate public about the “relevance and values” of developing domestic pharmacheutical industry based on own-research and indigenous materials. To make more Relevance with public and consumer daily life. To show more Value in term of benefit and cost.

Kerjasama Korporasi dan Kampus

Kerjasama AntarKorporasi

Program L’OREAL-UNESCO For Women In Science telah memberi pengakuan kepada lebih dari 1250 ilmuwan perempuan dari 106 negara. L’OREAL-UNESCO Awards: Untuk peneliti wanita mapan di bidang life science dan material sciences. Hadiah US$ untuk tiap pemenang, diberikan pada lima Laureate. L’OREAL-UNESCO Fellowship - The International Rising Talents untuk fellows terbaik setiap tahun dari tingkat nasional maupun regional. Hadiah Euro masing-masing untuk 15 pemenang. L’OREAL-UNESCO Fellowship - Setiap tahun L’Oréal Indonesia Fellowships for Women in Science menganugerahi perempuan peneliti muda: 2 orang di bidang Life Sciences dan 2 orang di bidang Material Sciences. PUBLIC ENGAGEMENT

Digital Media Activation: A global initiative by Syngenta to promote the new approach of farm productivity Inovation challenges and competition for experts analytics and operations research for agriculture Main theme: Using analytics (big data) to overcome challenges by farmers and feed the world PUBLIC ENGAGEMENT

WE NEED A NEW MODEL OF COLLABORATION To educate, persuade and build the new public understanding and engagement about the nations assets on pharmacheutical product and the battlefiled of competition --- CONSUMERS, REGULATORS, POLITICAL ELITE and … the MEDIA

BUT, CAREFULLY CONSIDER THE “NEW PUBLIC BEHAVIOR” In the last three years, the media environment and public behavior changing dramatically. Social media drive conventional media: the way the media produce info and pass through the public or readers.

Driven by growing ecosystem of DNA: Device, Network & Application Over-The-Top (OTT) services become much more user friendly Impact of DIGITAL LIFE *About 139 million Indonesians are smartphone users

24 Hours with Smartphone Survai The World Press Trends mengungkapkan fakta menarik lainnya tentang kebangkitan ponsel di dunia saat ini: 8 dari 10 pengguna smartphone memeriksa perangkat mereka setiap 15 menit sejak bangun tidur.

New Practices>>Wired World 98% Journalist online every day to read their . 92% Journalist using Internet to research article 76% Reporter using Internet to find out news sources and expert 73% Journalist relied on online press release, and 53% Journalist produce article based on sources

Content is the KING, and the key is Headlines

IMPROPER ISSUE MANAGEMENT

HOW TO COLLABORATE WITH? Maintain a frequent and regular brief of the policy and benefit (added value) of the research for the public and society. Hand-in-hand with society & opinion maker to protect the national assets and national interest. Indonesia is a very rich resources country (Produk farmasi dan obat- obatan serta riset), but no-serious effort yet to promote added value and educate the public… Keep update and advocacy to the media people to be aware on the urgency of supporting what so called the “country national interest” Be aware and pay more attention to the “new communication way” by social media …

CONCLUSION The media are not the enemy. They have direct access to the audiences you need to reach. Rather than avoiding media, use them as a conduit to communicate key messages and colaborate with them in properly manner. A Good Media Relations is one of best way to build the trust and gaining public acceptability. Collaborative effort can be stronger with the support of media, so public should get knowledge of the research, as well as the “benefit and relevance” of the research for their life.

We have to educate and build: “CAN DO” SPIRIT & “ROSH GADOL” MENTALITY New Culture, Behavior and Attitude

WASSALAM ::My arif budisusilo (62)  Chief Editor & Content Director of Bisnis Indonesia Daily  COO of Bisnis.com  Director of Bisnis Indonesia Intelligence Unit  Journalist since 1993…