影響醫師口碑傳播意願之因素的探討-以藥品行銷為例

Influential Factors that Determine Word of Mouth Marketing Among Physicians-A Study on Pharmaceutical Marketing

王致中(Chih-Chung Wang)

指導教授 ： 詹道明 ； 林孟彥

高雄醫學大學/藥學院/藥學研究所碩士在職專班/碩士(2007年)

https://doi.org/10.6832/KMU.2007.00062

摘要

自從全民健康保險正式開辦以來，創造了全球矚目的高納保率及滿意度，但財務狀況卻一直處於捉襟見肘的窘境。健保局在無法以提高保費及避免人民用藥浪費習慣的情況下，實施一連串的節流政策，如：藥品使用規範、藥價基準、藥價調查及總額預算等，每項政策都嚴重衝擊著藥業市場。製藥業者一方面要面對健保局政策壓力，另一方面又要面對醫院採購部門對藥品成本壓力的轉嫁，再加上業界內部之競爭，藥業正面臨前所未有的營運困境，如何選用有效益的行銷工具，成為藥業的重要課題。
近年來已有不少特定學者從事「服務者與顧客間產生正面之口碑傳播」研究，然而，針對提供服務者之專業服務市場，如醫師、藥師、會計師、律師等行業的研究甚少，且口碑傳播經證實，是專業服務者行銷最有利的工具。了解影響醫師口碑傳播意願之研究是有助於公司擬定因應經營困境之策略。所以本研究希望能針對製藥業的行銷特性來探討影響醫師口碑傳播意願之因素？期能找出符合現況之高效益行銷策略，以提供製藥業訂定營運發展策略之參考。
本研究以肩負全國大多數教學任務之北區醫療院所為研究範圍，透過專家訪談及文獻探討確立研究架構及假設，再配合問卷使用、SPSS等統計分析，來探討藥品行銷過程中提供的藥品品質、品牌形象、專業知識、商業性友誼四項自變數，並以醫師對藥品行銷感到之滿意度與信任度兩中介變數，來研究醫師間口碑傳播的意願。
研究結果證實，藥品品質、專業知識、商業性友誼此三項均會讓醫師的滿意度提昇，進而間接地促成醫師間口碑傳播意願；而品牌形象、專業知識、商業性友誼會導致醫師的信任度提昇，然後間接地促成醫師間的口碑傳播意願。

關鍵字

藥品品質 ； 品牌形象 ； 專業知識 ； 商業性友誼 ； 滿意度 ； 信任度 ； 口碑傳播意願

並列摘要

Since its inception, the National Health Insurance Program (NHI) has established a high satisfaction and coverage rate. Yet current the Bureau of National Health Insurance (BNHI) capacity has been consistently hampered by financial difficulties. Confounded by inability to elevate BNHI premiums or preventing improvident medicine disposal among residents, the BNHI has established a series of policies to mitigate expenditure: i.e., pharmaceutical usage specifications, pharmaceutical pricing standards, pharmaceutical price surveys and total budget limitations, and etc. Each policy implicates grave compromises for the pharmaceutical market. Corporate pharmaceutical entities, are under pressure to confront BNHI policies concurrently with the reaction of hospital purchasing departments to rising cost of drugs and also intense market competition. The national pharmaceutical industry is in an unprecedented economic limbo.
Recent literature indicates growing studies on ‘positive word of mouth marketing (WOMM) among customers and providers’, yet few studies have assessed the subject among providers of specialized markets, such as physicians, pharmacists, accountants, and lawyers alike. WOMM is considerably the most exploitive marketing tool for specialized providers as common daily expenditures are behaviorally predicated upon it. Understanding influential factors that determine WOMM among physicians is beneficial to corporate entities in establishing circumstantial management strategies. The objective of this study was to examine marketing features of pharmaceutical companies to evaluate influential factors that determine WOMM among physicians, and to establish a marketing strategy befitting of current trends, as a reference for prospective corporate strategies by pharmaceutical providers.
The results of this study indicate that pharmaceutical quality, professional knowledge, and commercial friendship increase physician satisfaction which may highly result indirectly/directly in WOMM, while brand image, professional knowledge, and commercial friendship elevate physician trust levels which may also result indirectly/directly in WOMM.

並列關鍵字

brand image ； drug quality ； professional knowledge ； commercial friendship ； satisfaction ； trust levels ； word of mouth marketing

參考文獻

一、中文部份

1.中央健康保險局（2007），網址：http:www.nhi.gov.tw/，2006-2007。

2.行政院衛生署（2007），網址：http:www.doh.gov.tw/，2006-2007。

3.吳望得（2004），「口碑傳播對專業服務影響之探討—以兩岸醫療機構為例」，國立高雄第一科技大學行銷與流通管理系碩士論文。

4.郝靜宜（1998），「消費者對消費性產品品牌形象之研究」，中國文化大學國際企業管理研究所碩士論文。