探討藥廠採取公關贊助頻繁與滿意度對醫師開立處方藥品意願之研究：以關係品質與關係價值觀點之分析-以桃園、新竹、苗栗醫院為例

近年來，在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。在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，並透過銷售服務來占有台灣藥品市場。大家都知道處方藥和一般商品不同，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。所以藥廠為了將產品推廣到醫療院所，進而採取公關贊助(Sponsorship)形式並結合公司產品做為銷售推廣的策略，為進一步了解醫療院所醫師對公關活動贊助頻繁與滿意度對醫師開立處方藥品意願及產品的認同觀感。引起本研究探討動機，為此本研究將以外資藥廠為例，透過公關贊助活動頻繁與滿意度對於關係品質與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之間的因果變化，冀望此研究能讓藥廠將其結果發展一套更有效益的行銷模式之實證架構，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

並列摘要

Lately, pharmaceutical companies face difficult business environment in Taiwan. It’s an urging task for pharmaceuticals to efficiently use their resources to market products and to achieve sales quota. Foreign pharmaceuticals have advantages like, strong research and development teams, international corporate image, and product recognition. And they use excellent sales services to occupy Taiwan pharmaceutical market. Everyone knows, prescribed drugs are different from over the counter products, and are not easily accessible. Prescription drugs are usually obtained by 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 effort on institutional doctors, but not the patient, who usually uses the medication. In order to market medication to hospitals, pharmaceutical companies uses sponsorships as a main strategy, to further survey doctors on conference event frequency and satisfaction level, willingness to prescribe certain products, and product identification. Hence this research paper is motivated. Take foreign pharmaceutical companies as samples, to investigate whether or not there’s a correlation between sponsorship events frequency and satisfaction and quality of relationship with clients. And investigate from doctors’ point of view, upon the cause and effect between corporate sponsorship and prescription sales. Hopefully, this research can aide pharmaceutical companies to develop more efficient sales models with evidence structure, serve as reference for sales representatives.