由於台灣老年人口逐年增加,慢性病患者比例逐年增高,全民健保在藥品支出佔整體醫療費用,造成國家相當沉重的財務負擔,故健保局制定一些措施降低藥品給付支出、限制處方藥品的使用量,而這一舉動直接衝擊製藥產業的發展。也因為如此,現存的藥廠面臨這嚴峻的環境,則要運用各種行銷組合來影響醫師選擇藥物及處方行為。 基於上述,本研究目的欲了解: 1.醫師在病人住院時選擇抗生素之因素為何? 2.是否會受到藥廠行銷業務員或相關外在因素所影響? 3.各科醫師對於使用後線抗生素的比例為何? 本研究採用量化問卷調查法,共發放問卷250份,回收有效問卷為186份,有效回收率為74.4%。 在研究假設方面發現藥廠行銷業務活動對醫師選擇藥物的因素沒有顯著正向影響;藥廠行銷業務活動對醫師處方行為有顯著正向影響;醫師選擇藥物因素對醫師處方行為沒有顯著正向影響;選擇因素在行銷業務對處方行為之影響關係中沒有中介效果。
Nevertheless, the annually increasing aged population and the proportion of chronic patients in Taiwan result heavy financial burden in national health insurance because of the great proportion of pharmaceutical expenditure in the total medical expenses. To solve such a problem, National Health Insurance Administration formulated to reduce the pharmaceutical expenditure as well as restrict the use amount of approved prescription drug product. However, such a movement directly impacts the development of pharmaceutical industry. Currently existing pharmaceutical factories, on the other hand, have to influence physicians’ prescribing behaviors with various marketing mixes to cope with the severe environment. Accordingly, this study intends to understand 1.The factors in physicians choosing antibiotic for in-patients 2.The effects of pharmaceutical factory marketing salespeople or other external factors 3.The proportion of physicians using post-antibiotic. With quantitative questionnaire survey, physicians in all-level medical institutions in the Southern Taiwan are distributed 250 copies of questionnaires. Total 186 valid copies are retrieved, with the effect retrieval rate 74.4%. The research findings show that marketing activities of pharmaceutical factories do not present significantly positive effects on the factors in physicians’ medicine choice, but appears remarkably positive effects on physicians’ prescribing behaviors; the factors in physicians’ medicine choice do not reveal notably positive effects on physicians’ prescribing behaviors, and choice factors do not appear mediating effects on the relationship between marketing activities and prescribing behaviors.