醫院推廣高血脂藥品進行差異化行銷所產生之業績成果差異研究

高血脂的治療在過去的臨床治療經驗當中常常被忽略或是擺放在後面的治療順位，但近幾年除了人口老化加劇之外，慢性疾病的發病年齡層也逐漸年輕化，而高血脂藥品也逐漸與高血壓藥品等受到大量的關注，多家藥廠的高血脂藥品推陳出新的上市，在百家爭鳴的環境下，找尋有效的行銷策略則是各藥廠每日在思索的重要課題。本研究以次級資料分析之方式進行，以T藥品公司所擁有的相關資訊為例，探討高血脂藥品在非學術型與學術型行銷預算調整下對年度業績的影響，在研究結果發現：不同醫院層級的醫師在對藥廠的差異化行銷模式具有接受效能存在差異，進而影響業績成長率，但由於本次研究的個案量體與資料時間長度較少，期許未來後繼研究者可持續探討此差異化關係，持續找尋出更合宜的行銷策略模式。

關鍵字

高血脂；非學術型行銷策略；學術型行銷策略

並列摘要

The treatment of hyperlipidemia is often neglected or placed behind in the clinical treatment experience in the past. However, in addition to the aging of the population in recent years, the age group of chronic diseases has gradually become younger, and hyperlipidemia drugs It has gradually received a lot of attention with high blood pressure drugs, etc., and the high blood lipid drugs of many pharmaceutical companies have been launched on the market. In an environment where hundreds of companies contend, finding effective marketing strategies is an important issue that pharmaceutical companies are thinking about every day. This research is conducted by means of secondary data analysis, taking the relevant information owned by the pharmaceutical company where I work as an example to discuss the impact of high-lipid drugs on annual performance under the adjustment of non-academic and academic marketing budgets. It was found that doctors at different hospital levels have different acceptance effects on the differentiated marketing model of the pharmaceutical factory, which affects the performance growth rate. However, due to the small amount of cases and the length of data in this study, it is expected that future researchers may Continue to explore this differentiated relationship and continue to find a more appropriate marketing strategy model.