Idham Yudi
IPMI International Business School
Amelia Naim Indrajaya
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PT Morula Indonesia (Morula) is part of PT Bundamedik Tbk which focuses on developing the fertility clinic "Morula IVF" in Indonesia. In 1997 PT Bundamedik Tbk founded the Fertility Clinic Morula, now known as Morula IVF Jakarta and has become one of the largest fertility clinics in Indonesia with an increasing number of patients participating in the IVF program every year.
Morula is starting to contribute to the United Nations' Sustainable Development Goals by becoming one of the largest fertility companies in Indonesia that is committed to protecting the environment, educating and giving back to the people around it.
Planting tree seeds is in line with Morula's business philosophy which helps maintain the sustainability of human life through services provided through the In Vitro Fertilization (IVF) program. In addition, Morula also has a vision to contribute to maintaining the sustainability of human life starting from creating a better environment for future generations.
Since 1998 until now, Morula has successfully handled more than 10,000 births of babies from the IVF program. Every year some 5,000 patients are treated. "The potential for IVF is high, reaching 250,000 couples per year who need IVF services. In 2019 there were 12 thousand total IVF programs, of which 5,000 were from Morula. This figure is still below Vietnam and Malaysia. In fact, there are 4,000 couples in Indonesia who seek treatment in Malaysia.
This potential is what Morula is trying to capture by holding various socialization and education programs. Morula also tries to provide easy access to information through social media, websites, and call centers. Traditionally, people have had difficulty in obtaining access to information related to fertility.
Morula also has an ongoing program, “Morula Care” which provides easy access for people who cannot afford to get fertility program services. This program is opened every three months on social media. Those who can't afford it can get fertility services for free.
Morula also presents a holistic service to support fertility programs, namely Morula Food & Wellness. This service is an integrated and complementary part of the IVF program that can be carried out at all Morula branches in Indonesia.
Replanting critical land in the upper Ciliwung river, Bogor, West Java)
In the context of its 23rd anniversary, Morula started to contribute to planting trees with 1 (one) hope of 1 (one) tree for each couple who participates in the Assisted Reproductive Technology (TRB) program, namely the IVF Program or In Virto Fertilization ( IVF). Each couple contributed to planting 1 (one) tree, at the Hulu Ciliwung Telaga Saat location in collaboration with farmers in Cibulau village.
The one couple one tree program supports regional Government programs to preserve the environment and reforestation. It is also giving encouraging support to moms & dads who are carrying out a pregnancy program to always be enthusiastic and strive to be given a baby.
This activity is a collaborative program with the regional Government to deal with critical land located in the Upper Ciliwung River, Bogor, West Java.
Although this program started in 2021, Morula believes the program will have a long-term and sustainable impact on the environment and is in line with Morula's vision and business development. Hundreds of trees can be planted to replace damaged and dead trees. The community can become a farmer group who can later work again with Rasamala, Avocado, Damar and Jackfruit trees. This initial step, of planting 900 trees on 5 hectares of land to be reforested, is carried out in stages.
The regional Government program is dedicated to planting critical land in West Java which requires around 25-30 million new trees. It aims not only to prevent natural disasters but also to be able to maintain clean water sources and utilize forests so that they have economic value for the community.
With the program of 1 hope 1 tree for every couple to join the IVF program, will become prospective patients before starting the program. They will be given education about the IVF programs through seminars by doctors. This program includes the 1 hope 1 tree movement, which is helping to touch the hearts of the couples, develop an awareness of the environment and sustainability, and can increase their enthusiasm to join the program.
So far, Morula has gained a better image, trust and reputation from their successful patients. The marketing program has a new perspective and is helping to develop the Morula brand in the future.
In addition, marketing social and environmental impact initiatives is part of the strategy used to reach consumers. It will attract, and engage new customers, upping brand image and create long-standing customer loyalty.
The program has provided benefits for the community and environment in general by improving the health and welfare, preserving water sources, avoiding landslides and local economic growth. Morula has helped the local government in handling damaged land as well.
Morula tries to create a balance in caring for the environment and society without leaving their core business.
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Yohansyah Amarullah, Sr. Marketing Manager
Nur Ainun, Marketing Staff
Doctor Ine, GM Marketing
PT Morula Indonesia (Morula) is part of PT Bundamedik Tbk which focuses on developing the fertility clinic "Morula IVF" in Indonesia. In 1997 PT Bundamedik Tbk founded the Fertility Clinic Morula, now known as Morula IVF Jakarta and has become one of the largest fertility clinics in Indonesia with an increasing number of patients participating in the IVF program every year.