- 學位論文
藥廠業務效率改善方案探討個案公司改善銷售流程與績效表現關聯性之研究
The Impact of Sales Force Effectiveness Implementation on Sales Achievement Performance The Case Study of a Global Biopharmaceutical Company in Central Taiwan
摘要
由於健保財源的短促，使得健保要達成財務收支平衡的目標更加困難，無形中也讓醫界以及藥業在健保局不斷釋出政策干擾的情況下，經營更形困難嚴峻。因此如何提升組織效率和生產力，以因應健保不利藥業經營的政策對營收所可能產生的衝擊，已然成為各藥品公司不得不正視的課題。因為業務成本往往占據公司營運成本之絕大部分，所以業務效率 (SFE : Sales Force Effectiveness) 成為藥品公司在監測及創造業務績效上極力著眼的重點。 目前製藥企業在業務效率改善方案上的變革管理關注的問題包括：(1)醫生拜訪量與藥品銷售量之間的關係模型建立和推導及驗證 (2)醫藥代表行銷費用與藥品銷售量之間的關係模型建立和推導及驗證 (3)醫生分類與藥品銷售量之間的關係模型建立和推導及驗證(5)影響醫生分類的指標因素，影響因素的取值範圍及模型的建立(7)醫藥代表的KPI關鍵數據的建立與管理 (8)專業銷售技巧步驟標準化與藥品銷售量之間的關係模型建立和推導及驗證。其中1 ~ 7項過去皆有相關學術論文發表，但國內外尚未有銷售技巧步驟標準化 ( .專業核心銷售技巧. ) 實施後與銷售績效之間的關係推導及驗證，此外亦尚未有整體實施SFE改善方案後公司業績狀況評估。因此本試驗試圖分析個案公司銷售技巧步驟標準化實施後與銷售績效之間的關係，找出專業核心銷售技巧中影響藥品銷售量的關鍵指標因素，從而找到改善績效的關鍵步驟。同時利用文獻回顧與透過公司執行部門主管訪談了解SFE執行面架構需求。 本研究個案對象為跨國製藥公司在中台灣藥品銷售範圍進行探討，利用業務主管(研究生本人)與業務代表於區域拜訪後的考核紀錄 3 資料做分析，總共評估89份問卷再隨機抽取50份評估考核表，探討.專業核心銷售技巧.實施前後，銷售績效與銷售行為間的關係，以敘述性統計來分析影響銷售績效差異程度的因素，再以回歸分析業務代表銷售過程的行為與銷售績效關聯性，找出影響業績的關鍵指標，有助於管理者監控銷售的過程，對銷售流程進行調整，達到銷售績效最大化。 本研究結果顯示，在醫藥專業銷售技巧步驟標準化制度實施之後一年，業績與實施前一年相比有大幅成長且高於市場成長率，在市佔率相對其他同類產品也有較高成長率，證明個案公司在台灣市場執行SFE改善方案初步成功；另外本研究亦發現.專業核心銷售技巧.中的探詢客戶需求的技巧與銷售績效有顯著關聯，其中指標因素以讓醫師跟我說的一樣多的銷售行為和銷售績效有顯著關聯，說明了顧問式互動銷售技巧在挑戰環境中重要性。此外人口學變項中業界年資也與銷售績效正相關，突顯銷售經驗與較長久顧客關係對業績的重要性。
並列摘要
The environment in which pharmaceutical companies promote their product has become increasingly tough over recent years as a number of trends and factors drive changes. As the effect of patent expires, shrinking piplines and rising R&D costs impact companies. In addition, because NHI intervention, cost-containment policy, regulatory constraints on promotion, ever more influencers on prescribing, they are under increasing pressure to delivery greater productivity from their sales forces. The drive for increasing sales force productivity is taking place in a difficult environment. As the increasing physician workload with concern over the effects of biased promotion，pharmaceutical sales reps are finding it more difficult to gain time with their core customer. Furthermore, the network of prescribing decision maker and influencers is becoming more complicated. How to optimizing sales force effectiveness become a critical key issue in pharmaceutical company. In the case study, target company is a renowned global biopharmaceutical company committed to improving the health and quality of human life in each of core therapeutic fields: fertility, gynecology and selected areas of anesthesia, immunology and oncology. 5 This study attempted to assess the impact of Sales Force Effectiveness program on sales and analyse relationship between selling skill and sales achievement performance. Based on the company’s SFE program that defined the factors of core selling skill inclunding 7 important selling abilities: precall planning, opening, probing, presentation, objection handling, closing, postcall recording. To analyse the sales growth rate after SFE program execution and use sales manager’s coaching report ranking PSR selling skill score then analysis each skill item effective in increasing sales. A random sample of 50 coaching report selected from 89 reports in company’s central sales force team. In addition, quota attainment was obtained for an objective measurement. The findings from this study provided insights into several areas. First, this study showed that the SFE program does reflect the actual sales growth. Second, an overall relationship between selling ability and performance was found this study also shows clearly that selling skill consists of differing components and these components may or may not be determinants in performance. The following dimensions of probing ability were found to be significantly related to achievement performance on sales target. Key word: productivity、sales force effectiveness、core selling skill、coaching、sales performance