More than just a manufacturer of pharmaceutical products, Combiphar embraces its identity as a consumer healthcare company with a firm commitment to “Championing a Healthy Tomorrow.” In an industry with over 200 national and multinational competitors, Combiphar has successfully positioned itself as a leader. Under the leadership of Chief Executive Officer Michael Wanandi, the company traces its roots back to 1971. It was later acquired in 1985 by Michael’s father and his partner, serving as a vehicle for Glaxo to enter the Indonesian market by manufacturing one of its bestselling products, Zantac.
Growth and Expansion in the Pharmaceutical Industry
Over its 47 years of operation, Combiphar has built a strong reputation as a market leader in key product categories. In 2014, the company acquired Insto, one of Indonesia’s top eye drop brands, further solidifying its presence in the pharmaceutical industry. Expanding its footprint in the Asia Pacific region, Combiphar acquired Eye Mo, a globally recognized eye drop brand, in 2016. Despite a temporary market absence due to supply constraints, the brand’s successful relaunch in the Philippines, Singapore, and Malaysia enabled Combiphar to rapidly reclaim significant market share.
Strategic Transformation and Market Adaptation
Combiphar’s success is the result of strategic planning and execution, allowing the company to thrive in an increasingly competitive market. Since Michael Wanandi assumed the role of CEO in 2011, the company has transformed from being a manufacturer of generic medicines to an advocate for consumer health and well-being. While the company’s flagship products, Insto eye drops and OBH Combi cough syrup, have secured their place in the pharmaceutical sector, Combiphar recognized the importance of shifting from curative treatments to preventive healthcare. This strategic pivot led to the development of campaigns aimed at promoting a healthier lifestyle and fostering a healthier Indonesian generation.
Corporate Social Responsibility Initiatives
Bringing its commitment to life, Combiphar has introduced a range of Corporate Social Responsibility (CSR) programs, incorporating both sports and non-sports initiatives. The company launched Combi Run in 2013, followed by the Combiphar Tennis Open and the Combiphar Player’s Championship of Golf in 2016, promoting health and active living through sports.
Beyond sports, the company established Combi HOPE, a program designed to drive social impact through two key pillars: Healthy Living Education and Women Empowerment. The Healthy Living Education pillar focuses on increasing healthcare literacy among senior high school students in Indonesia, using an accessible educational module covering preventive healthcare, healthy living, and awareness of lifestyle diseases. The Women Empowerment pillar provides a platform for women to develop both soft and hard skills, equipping them with the necessary tools to support themselves and their families.
Embracing Digital Innovation
To remain relevant in the digital age, Combiphar has embraced technological advancements and adapted to the growing influence of e-commerce. Rather than resisting the wave of digital disruption, the company leveraged it by introducing MoCehat, a digital platform that connects consumers directly with pharmacies, making healthcare products more accessible and enhancing the efficiency of online pharmaceutical purchases.
To further strengthen its market presence, Combiphar collaborates with pharmacies across Indonesia through the Solitaire Project. This initiative not only aims to drive sales but also enhances product visibility and consumer awareness, ensuring that its healthcare solutions reach a broader audience.
People-Centric Leadership and Workforce Development
A company’s success is often a reflection of its people. Combiphar values its employees and fosters a supportive work environment, which has resulted in high staff retention rates. Of the company’s 1,300 employees, nearly 50% have been with the company for more than five years—a testament to Combiphar’s nurturing and empathetic leadership.
Recognizing that employee growth is vital to sustaining business success, Combiphar invests in continuous learning and professional development. The C-Campus curriculum provides employees with structured training across four key areas: leadership, professionalism, manufacturing, and commerce. By equipping employees with the skills necessary to grow within the company, Combiphar reinforces its commitment to both business excellence and employee well-being.
A Proven Leader in the Healthcare Industry
Earning the Asia’s Leading SMEs award is a remarkable achievement, but Combiphar has more than proven its capability to rise above the competition. Through strategic expansion, digital innovation, corporate social responsibility, and employee development, the company continues to set new standards in the healthcare industry, staying true to its vision of championing a healthier future for Indonesia.
