- 學位論文
處方藥直接向消費者/病患行銷之策略：以善纖達為例
Direct-to-Consumer/Direct-to-Patient Marketing Strategies of Prescription Drugs: Saxenda as an Example
摘要
台灣藥品分為三級：「處方藥」、「指示藥」與「成藥」，其中處方藥須經醫師診斷，確定病因後開立處方箋，才能到藥局拿到藥品。處方藥也因療效、安全性或使用限制等因素，於三種藥品等級當中，法令規範限制最嚴苛。在國內因《藥事法》裡的藥物廣告之管理規定，處方藥並不能直接向一般民眾廣告處方藥，也不得以任何方式做廣告。 本研究將探討如何，如何在法令規範的限制之下，進行直接向消費者/病患（Direct-to-Consumer/Direct-to-Patient，簡稱DTC/DTP）處方藥行銷，此篇以善纖達為例，將使用行銷理論方法，來分析個案產品DTC/DTP之行銷策略。 因減重處方藥屬於自費藥品，不受健保給付規範限制，實際上和消費性商品較接近，所以在行銷管理策略方面，也和消費性商品相似。研究結果發現DTC/DTP處方藥的行銷策略，應當是以「處方藥」為外殼，以「消費性商品」為核心，一邊避免觸法，另一邊仍需以消費性商品的手法去對終端消費者（病患）進行行銷。最後處方藥遲早都會碰到專利到期問題，原開發藥廠也應盡早規畫未來的行銷策略，來因應學名藥或生物相似藥的競爭。
並列摘要
Taiwanese regulations divide drugs into three levels: "Prescription Drug", "Instruction Drug" and "Over-The-Counter Drug". Among them, a prescription drug must be diagnosed by a physician, and a prescription must be issued after the cause is determined, so that the patient can get the designated drug at the pharmacy. Meanwhile, for prescription drugs, due to factors such as efficacy, safety or use restrictions, the regulations are the most restrictive among the three drug classes. In Taiwan, due to the regulations governing drug advertising in the "Pharmaceutical Affairs Act", it is not possible to advertise prescription drugs directly to the general public, nor to advertise prescription drugs in any way. This research is devoted to exploring how to conduct Direct-to-Consumer/Direct-to-Patient (DTC/DTP) prescription drug marketing under various restrictions of regulations. It takes SAXENDA as an example. Marketing-related theories are used to further analyze the DTC/DTP marketing strategy of the individual product. Usually, weight-loss prescription drugs are self-funded drugs not subject to National Health Insurance payment regulations, and are actually more like packaged consumer goods; as a result, it is similar to packaged consumer goods in terms of marketing strategies. The results of the study pointed out that the marketing strategy of DTC/DTP Prescription drugs should be based on "Prescription drugs" as the packaging and "consumer products" as the core. While avoiding violations of the law, it still needs to adopt consumer marketing tactics to target end consumers (Patients). Finally, sooner or later, prescription drugs will encounter the problem of patent expiration. The original patent owners should also formulate future marketing strategies as early as possible in order to respond to the competition of generic drugs or biosimilars.