運用行銷自動化系統SFA於藥品行銷人員之效益探討

隨著科技進步，資訊系統不斷的快速發展，運用資訊系統在各個領域發展產業活動已經相當的普遍和習以為常；醫藥產業界也開始重視如何可以運用在藥品行銷的資訊系統以強化行銷能力，故銷售力自動化系統(Sales Force Automation，SFA)成為一受到矚目的焦點議題。因此在醫藥產業界，SFA屬於新導入之資訊系統，不僅導入系統之企業欲了解其成效，未導入系統之企業更是處於高度觀望之地步。本研究的目的在探討運用SFA系統對藥品行銷人員(MR)是否有效益，並進一步討論其影響因素。本研究採用腦力激盪術取得影響藥品行銷的關鍵績效指標，再利用德爾菲法(Delphi Method)篩選出最適合之因素，以立意抽樣之方法於已實施SFA系統之企業針對藥品行銷人員進行抽樣調查，共得119份有效問卷。研究結果發現，藥品行銷人員之學歷與醫藥產業之企業型態類別在實施SFA系統存有差異，在統計上達到顯著意義，而且在實施SFA系統後，於藥品行銷人員感受績效是具有影響的。根據研究結果，雖然無法確實看出績效提升狀況，但在藥品行銷代表(Medical Representatives，MR)感受上，此套系統的確是提供藥品行銷人員相當之助益，不僅只是一套管理工具，讓MR感受到SFA不是一套高階人員管控的工具，而是對於個人業務工作上一套強而有利的武器。因此本研究對於企業端之建議為：一.在導入SFA的同時，人員將是最重要的因素。二.資訊系統必須在企業及客戶端推行以達成綜效。對於MR的建議是：一.SFA系統並非是一套監控系統，而是幫助MR完成工作的工具，應降低抗拒變革的阻力。二. MR自身的品質也必須提昇以配合公司資訊系統之使用。

關鍵字

銷售力自動化系統；德爾菲法；行銷人員；藥品行銷代表

並列摘要

With the fast advances in modern technology, information technology has been widely accepted and applied in various industries. The pharmaceutical industry has also started to adapt the information system on pharmaceutical marketing, and the incorporation of Sales Force Automation, SFA, has been widely discussed in recent years. Because SFA is still considered as a new type of information technology system, companies are either under the stage of evaluating SFA’s performance in their companies or still wait and see whether they should acquire the system. The goal of this study is to discuss SFA’s effects on marketing representatives (MR) in the pharmaceutical industry and will further discuss the factors affect the results. In this study, the key indices influencing pharmaceutical sales and marketing are generated by brain storming in this study. These indices are further screened by Delphi method to identify the most suitable factors. Purposive sampling and survey have been conducted on marketing representatives from companies already had SFA system, and a total of 119 effective surveys were collected for analysis. The results show that sales representatives’ education background and the type of the company in the pharmaceutical industry have statistically difference on the application of SFA system, and after practicing SFA, sales people can feel its effects on their efficiency. Even though no increase of sales efficiency can be found in this study, but from the perspective of MR’s emotion, the system can help their efficiency to certain extent. For MR, SFA is not only a human resource management tool for upper management level, but also a powerful weapon for personal sales works.