Resume text English AKK MARS 2011By: Hadi Wijoyo, Jany Prihastuty, Mohammad ardianCREATING DEMAND FOR A HEALTHCARE PRODUCTDemand of heathcare depend on marketing perspective, can be conseptualized as the ultimate result of the combine effect of:1. Health care need2. Health care want3. Recommended standart for health care.4. Utilization pattern ( Thomas 2003a)Healthcare product are generally introduced to a market in response to a demonstrated demand, and provider of health care good and service develope their product. To create demand, however , a healthcare organization must demonstrate to the public and the medical community, that :1. Identify health problem exist 2. The company has a product that can treat that problemCompany sponsored advisory boards often supply the experts for these stories, consumer groups provide the victims, and public relations company provide media outlets with spin of the latest break through medication.A communication company was engaged to formulate a medical education program to promote the perception of IBS ( irritable bowel syndrome). The key aim of the educational program was to established IBS in the mind of physicians as a significant and discrete disease state.Process for generating to provide corporate sponsored with current opinion about gastroenterology and best practice guideline for diagnosis and managing IBS. The board produced a newsletter in the prelaunch period to established the market and convince the medical specialists that the condition is a serious and credible disease. This news letter published in the medical journal and distributed to general practisioners by Pharmaceutical sales personel, included pharmacist, nurses, patientCustomer identification is seldom and issue in other industry, but is the paramount importance in healthcare.