影響醫師處方行為之因素探究

The Study of Physicians’ Prescribing Behavior

謝敦仁(Hsieh, Tun Jen)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00641

摘要

健保局為了控管醫療總額支出、抑制藥費快速成長，遂實施了「藥價調查」、「個別醫院總額」等制度，醫院因收入減少，就會積極降低醫療成本與藥品費用，進而要求藥商降低藥品價格，因此藥商正面臨嚴峻的經營困境。通常藥商因應艱困的經營環境之道，不外是設法加速新藥品上市、舊藥品擴展新用途及擴大市場佔有率等「開源」方法，抑或如節省公司內部成本或控制對外的交際費用支出等「節流」方法。但由於新藥品的研發時期較長及上市的法規申請過程不易掌控，而舊藥品的新用途也必須經過冗長的學術研究證實與法規申請才可推廣使用，對於藥商因應困境，可說是緩不濟急，故若能充分了解影響醫師處方行為之因素，則可以讓藥商制定合適的行銷策略，擴大市場佔有率以提升組織利潤，因應任何環境變遷衝擊。基於上述之因素，引發對影響醫師處方行為之因素之研究動機，冀能將此研究結果提供給業界，以利日後行銷之參考。
故本研究的主要目的如下：
（1）探討資訊來源、個人差異與環境影響對醫師在藥品評估的影響。
（2）探討醫師在藥品評估對其處方行為的影響。
（3）探討資訊來源、個人差異與環境影響對醫師處方行為的影響。
本研究採取設計問卷調查方式，經由訪員實地拜訪醫師，總共收回有效問卷267份，有效樣本回收率為65.7%。藉由統計方法的驗證後得到本研究的結論如下：（一）資訊來源、個人差異與環境影響對醫師在做藥品評估時均有影響。（二）藥品評估對醫師處方行為有影響。（三）個人差異對醫師處方行為有顯著的影響，而環境影響與資訊來源對醫師處方行為則無顯著的影響。
關鍵字：處方行為、降高血壓藥品、藥品評估

關鍵字

處方行為 ； 降高血壓藥品 ； 藥品評估

並列摘要

The Bureau of National Health Insurance （BNHI） implements some policies, such as ‘drug price investigation’ and ‘hospital-based global budget’ in order to control the global budget expense and the fast growing of drug price. Therefore, hospitals will reduce the medical cost and drug expense actively or even ask pharmaceutical companies to cut down the drug price to against the income decreasing. Due to those factors, pharmaceutical companies are facing more difficult management position at this moment. Methods that pharmaceutical companies broaden sources of income are launching new drugs rapid, expending other indications of old drug and increasing market share of old drug. On the other hand, controlling the internal cost and external social expenses are the ways for reducing expenditure among pharmaceutical companies. However, drug development and long term clinical trial, even unpredictable launching regulatory application process of new drugs, or long time of clinical trial and regulatory application procedures for new indications of old drugs are approved slow by related department of government. And it is difficult to solve those different situations that pharmaceutical companies face on. Therefore, if doctors’ prescription behaviors can be well known, which will improve pharmaceutical companies to make more appropriate marketing strategies, then, expend market share, raise company profits and confront any environment trend impact. The motivation of this study is to investigate doctors’ prescription behaviors based on these reasons listed above. Furthermore, the result of this study may be providing more experience and marketing reference to other related pharmaceutical industry in the future.
Objectives of this study include:
To examine the influence on doctors’ drug evaluation based on different
information sources, personalities and environment.
To explore the influence on doctors’ drug evaluation and prescription
behaviors.
To investigate the influence on doctors’ prescription behaviors based on
different information sources, personalities and environment.
Face to face interview and questionnaire are used for this study. Completed
and available questionnaires were 267 and the effective response rate was
65.7%. The conclusion of this study is as following:
Doctors’ drug evaluation would be affected on different information
sources, personalities and environment.
Doctors’ drug evaluation can influence their prescription behaviors.
Doctors’ personality can influence their prescription behaviors; however,
there is no significant influence on different information sources and
environment with prescription behaviors.

並列關鍵字

Prescribing behaviors ； anti-hypertension drug, ； drug evaluation

參考文獻

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