從關係品質與關係價值觀點探討藥廠採取公關贊助對醫師開立處方藥品意願之研究：
以桃園、新竹地區為例

近年來，台灣的外資藥廠面對艱困的經營環境，如何運用有效的資源把自家的產品做更有效的推廣及營業額的達成，已成為每一家外資藥廠迫切的一門功課。台灣的外資藥廠憑藉著強大的研發能力和國際企業形象與產品的知名度等優勢，並透過公關贊助與銷售服務來佔有台灣藥品市場。一般所知處方藥與一般商品不同，也不是隨處可以買得到。處方藥被視為組織採購的行為，病人雖然是最終的使用者，但在藥品的採購過程中醫師卻扮演著相當重要且有決策性的角色。因此藥廠業者對處方藥的行銷對象是醫療院所的醫師而非實際使用藥物的病人。藥廠為了將產品推廣到醫療院所，乃採取公關贊助(Sponsorship)形式並結合公司產品做為銷售推廣的策略，為進一步瞭解醫療院所醫師參加公關贊助活動對醫師在開立處方藥品意願及藥品的認同觀感。因此起本研究探討動機，為此本研究將以外資藥廠為例，透過公關贊助活動對於關係品質與關係價值的提昇是否有關聯性影響?並以醫師觀點探討藥廠的公關贊助與處方意願之間的因果變化，冀望此研究能讓藥廠將其實證結果發展一套更有效益的行銷模式之實務架構，做為業界行銷實務之參考依據。

關鍵字

公關贊助；關係品質；關係價值；處方意願

並列摘要

Recently, pharmaceutical companies in Taiwan face more difficult business environment than before. It’s an urging task for pharmaceuticals to efficiently use their resources to market products and to achieve sale quota. Foreign pharmaceuticals have advantages of the strong research and development teams, international corporate image and product recognition. They use excellent sales services to occupy Taiwan pharmaceutical market. Everyone knows that the prescribed drugs are different from over the counter products, and are not easily accessible. Prescribed drugs are usually obtained by medical organizations. Even though patients are the end users of prescription medication, doctors play a very important and deciding role on medication purchase. Therefore, pharmaceutical companies focus sales efforts on institutional doctors but not the patient who usually uses the medication. In order to market medication to hospitals, pharmaceutical companies use sponsorships as a main strategy. To understand that the doctors’intention to prescribe certain products and product identification based on the frequency and satisfaction level of sponsorship events,. Hence, this research paper is motivated, taking foreign pharmaceutical companies as samples, to investigate whether or not there’s a correlation between the frequency and satisfaction of the sponsorship events and doctors’ prescription intention via quality relationship and/or value relationship with clients through doctors’ point of view. Hopefully, the results of this research can aid pharmaceutical companies as well as sales representatives to develop more efficient sales.