Research Article
Managing Heutagogy as Innovation Strategy for Productivity Improvement among Medical Representatives in Remote Areas During Covid-19
@INPROCEEDINGS{10.4108/eai.3-8-2021.2315090, author={Daniel Kisahwan and Justine Tanuwijaya and Deni Hermana}, title={Managing Heutagogy as Innovation Strategy for Productivity Improvement among Medical Representatives in Remote Areas During Covid-19}, proceedings={Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia}, publisher={EAI}, proceedings_a={LEPALISSHE}, year={2022}, month={1}, keywords={managing heutagogy; medical representative; remote area; innovation strategy; productivity; doctor/health worker}, doi={10.4108/eai.3-8-2021.2315090} }- Daniel Kisahwan
Justine Tanuwijaya
Deni Hermana
Year: 2022
Managing Heutagogy as Innovation Strategy for Productivity Improvement among Medical Representatives in Remote Areas During Covid-19
LEPALISSHE
EAI
DOI: 10.4108/eai.3-8-2021.2315090
Abstract
Humanitarian disaster has prohibited employee productivity. On the other hand, Covid-19 pandemic has promoted faster digitalization process for employees in remote areas, including Medical Representatives in pharmaceutical companies. Even though there are some limitations in terms of infrastructures as well as technological operation ability among medical representatives. They are still making efforts to implement information technology in remote areas as a challenge for digitalization to maintain and increase their productivity. The research goal is to analyze heutagogy management as innovation strategy to encourage improvement in Medical Representative productivity. The research method is using causal method with 87 samples of medical representatives from Japanese company that were chosen randomly whom work in remote areas such as Jayapura, Tarakan, Ketapang, Palopo, Palu, and Ternate. Data analysis using SEM PLS with online questionnaires. Competencies, skills, and confidence in using technology both for Medical Representatives and doctors/health workers will boost success in productivity increase from Medical Representatives. Practical implication is the increase management of heutagogy of Medical Representatives for remote areas. Value contribution is the strategic development in heutagogy management for both Medical Representatives and doctors/health workers in remote areas.