醫師屬性與醫師對藥品品質的重視程度

Physicians' Attributes and Their Preferences in Terms of Drug Product Qualities

謝幸燕(Hsing-Yen Hsieh) ； 蔡國綸(Kuo-Lun Tsai)

《澄清醫護管理雜誌》 4卷4期 (2008/10) Pp. 22-28

https://doi.org/10.30156/CCMJ.200810.0004

摘要

本研究探討醫院醫師對藥品品質及據以判斷藥品品質之各種外在屬性的重視程度，並探討不同屬性醫師對藥品品質各個構面的重視程度差異。本研究以282位高屏地區的醫院醫師爲對象進行問卷調查，結果發現：醫師最重視藥品的有效性，其次是安全性、方便性、藥品的品牌形象、價格，最不重視的屬性是藥品的廣告程度。
在不同屬性醫師的重視程度差異方面：年齡愈大的醫師越重視有效性，主管比非主管更重視安全性與產品形象，外科系比內科系的醫師重視方便性，女性比男性醫師重視價格，地區醫院比較高等級醫院的醫師重視價格，年長的、執業多年的醫師較重視藥品的品牌形象與廣告程度，高門診量、醫院層級較低的醫師比較重視藥品的廣告程度。

關鍵字

藥品行銷 ； 醫師偏好 ； 藥品市場 ； 產品品質 ； 價格

並列摘要

This study examines how physicians' personal attributes affect their preference in terms of product quality. The study involved 282 hospital physicians from Kaohsiung district who underwent a face-to-face survey. The analysis revealed that physicians think that effectiveness is the most important quality of a drug, followed by safety, convenience, product image, price and promotional effort.
Comparing the group differences to the physicians' attributes, we found that the older physicians emphasized effectiveness more than younger physicians. Furthermore, physicians who were managers emphasized safety and product image more than nonmanagers. Doctors working in a surgery emphasized convenience more than interns. Female physicians emphasized price more than male physicians; in addition, doctors working in district hospitals emphasized price more than those working in regional hospitals or medical centers. Older and more experienced doctors emphasized product image and promotional effort more than younger doctors. Finally, doctors with a greater number of patients emphasized promotional efforts more than those with fewer patients.

並列關鍵字

drug promotion ； physician preference ； pharmaceutical market ； product qualities ； price