there has been a change of orientation of values and 
thoughts about efforts to solve health problems. The 
process of change of orientation and thought is 
always evolving in line with technological and socio-
cultural developments. 
Health problems are a crucial issue, but not all 
communities have their right to health care. Although 
there has been a program of Public Health Insurance, 
Regional Health Insurance, and so on, but not yet able 
to serve all levels of society of Surabaya. 
Therefore, the main goal of health efforts is to 
improve the distribution and quality of health efforts 
that are effective and efficient and affordable by all 
people. For the implementation of health efforts, 
effective and efficient policies and management are 
needed so that equitable and quality health services 
can be achieved. As regulated in Law Number 36 
Year 2009 on Health (hereinafter referred to as the 
Health Act) that every person has the right to health 
and have equal rights in obtaining safe, quality and 
affordable health services. 
Indonesian Traditional Health Urgency. 
Indonesian traditional health practices have been 
known for a long time. The demand for traditional 
health services begins with the consumption of herbal 
medicine in Indonesia. Based on the data from the 
Ministry of Health of the Republic of Indonesia, the 
consumption of herbal medicine managed to reach 
59.12% of the total population of Indonesia in 2010. 
(WHO, 2014) Biodiversity also provides wealth for 
Indonesia because it managed to become a source of 
traditional health ingredients that have the potential to 
cure diseases. Traditional health already has a special 
place in the lives of Indonesian people. 
Traditional medicine in many countries is rooted 
in the culture and history of each region. Some of the 
most widely known is traditional medical techniques 
and practices of Ayurveda, traditional Chinese 
medicine. In addition, the development of alternative 
medicine (complementary medicine) is growing 
rapidly such as anthroposophical medicine, 
chiropractic, homeopathy, naturopathy, and 
osteopathy. Alternative medicine is currently in the 
popular and used by the community. 
Healthcare systems around the world have 
experience in dealing with chronic disease endemics 
and swelling of health insurance bills all over the 
country. The community (patient) and health-care 
providers have demanded a change or revitalization 
in the provision of health services, on the provision of 
individual-centered care guarantees. The concept of 
providing health services based on individual needs 
(person-centered care) is expected to provide equal 
access and opportunity for actors or providers of 
traditional health services or traditional health 
workers to provide services and competencies in 
improving national health quality. The variety of 
types and forms of regulations and policies which 
regulates traditional health personnel and all forms of 
services complicate the development of healthcare 
services and products internationally. Based on data 
released by WHO (World Health Organization) 
shows an increase in demand for traditional health 
products and services in several countries, for 
example, in China in 2012 demand reached US $ 83.1 
billion, there was an increase of more than 20% over 
the previous year. The increase in demand for 
traditional health services also occurred in South 
Korea in 2004 of US $ 4.4 billion to US $ 7.4 billion 
in 2009. 
1.1  Reason for using Traditional 
Medicine 
There are many reasons for people to demand 
traditional medicine services. The factors that 
influence are culture, historical significance and 
regulations. On the other hand, there is no uniform 
standard to examine patterns of use traditional 
medicine. There are there general patterns for people 
using traditional medicine (WHO,2014): 
1.  Traditional medicine becomes primary source 
of health care. This pattern becomes a primary 
option because the availability and/or 
accessibility of conventional medicine-based 
health services is, on the whole, limited. The 
example, traditional medicine in Africa and 
some developing countries. 
2.  Traditional medicine applied due to cultural 
and historical influences. Some countries such 
as Singapore and The Republic of Korea 
where the conventional health-care system is 
quite well established. There is approximately 
76%-86% of population at both countries 
using traditional medicine. 
3.  Traditional medicine as complementary 
therapy. This pattern is common at developed 
countries. The health system structure is well 
built and developed, traditional medicine 
becomes secondary option to increase the 
health level for people in developed countries. 
The other motivation for people to use traditional 
medicine is the unsatisfactory of existing health-care 
services. The increasing demand of traditional 
medicine services because of the awareness of people 
about disease treatment. Some people see other 
treatments are failed to cure a disease and initiate for