Strategies to increase the consumption of traditonal medicine in Medan

Abstract

As people improving their knowledge and increasing their income, it improves their awareness about healthy life. It affects of demanding of medicine highly including traditional medicine because of its using more safety and hereditary. The consumption of traditional medicine in Medan was still low comparing with modern medically. The objective of the study was to analyze the strategy of increasing traditional medicine consumption in Medan. The samples are the business actors of traditional medicine, the consumer of traditional medicine, the leader of Jamu’s enterpreneur Association, and the supervisor of food and medicine in The National Agency of Drug and Food Control (NA-DFC). The analysis SWOT was used in this study. The Result of the study showed that the position of the strategy of increasing the using of herbal in Medan was in the first quadran. Commonly, it means that the strategy was in agresif level which showed the maximal probability. Therefore, jamu’s entrepreneurs should implement the strategy of product development to increase the number and variation of types of traditional medicine which has a good taste and high quality and provide education to consumers about utility and how to use traditional medicine.