原開發廠藥品關係行銷與醫師處方行為之研究-以南部醫學中心為例

The Physician Behavior of Brand Name Drug and Relationship Marketing –Example of South Medical Center Hospitals

李建賢(Chien-Hsien Lee)

指導教授 ： 賴慶松 ； 翁慧卿

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00008

摘要

台灣政府為實現照護全民健康福祉之目的，於1995年3月開辦全民健康保險，至今全民健保納保率已達到99%以上(全民健康保險資料庫, 2014) ，此低廉且涵蓋率高的台灣健保制度，確實令許多國家稱羨。然而台灣自2011年起已進入快速人口老化階段，健保也已呈現虧損，使得醫藥產業被健保給付擠壓至瀕臨崩盤，造成各藥廠在行銷上的策略也將面臨了更大的挑戰。這些即是引發我對本研究有興趣而想去探討的原因。本研究之目的是要探討:不同背景醫師在「選擇藥物因素」、「關係行銷」、「忠誠度之影響」三大構面的比重與影響。
研究採取問卷調查方式來針對南部醫學中心醫師進行資料蒐集與研究，回收158份有效問卷，運用信效度分析、T檢定及ANOVA分析、因素分析進行實證，得到本研究結論如下:(1) 醫師選擇藥物之三個構面中，醫師認為「處方信心」的重要性最高，此一因素內問卷題項以「安全性」的重要性最高，其次分別是服務資源導向、先天環境因素，顯示醫師在治療病患上還是以病人為最大考量。(2) 關係行銷之四個構面中，醫師認為「互惠信任」認同度最高，此一因素內問卷題項以醫藥代表的拜訪可增進與醫師之間的良好關係的認同最高，其次是正當形象、效用利益及未來展望。(3) 忠誠度的兩個構面中，醫師認為「口碑行為」認同度最高，此一因素內問卷題項以樂於將處方經驗分享給其他醫師，顯示醫師信任醫藥代表也樂於推薦處方經驗給其他醫師。
對於醫藥產業的未來發展提出研究建議:(1) 提供多樣化選擇的行銷活動給新生代醫師。(2) 擴科發展。(3) 提供整合性行銷活動。(4) 提升醫藥代表的專業素質，落實選才、用才及留才的規劃。(5) 確保藥品安全性與療效性，才是維繫績效的保證。

關鍵字

關係行銷 ； 互惠信任 ； 口碑行為

並列摘要

Taiwan's government wants to achieve national health care and welfare purposes. It began to organize the National Health Insurance in March 1995. So far participation insurance rate has reached more than 99% (National Health Insurance database, 2014). Taiwan’s low cost and high coverage NHI has been admired by most of advanced developed countries in the word. However, Taiwan’s population structure is entering a rapidly aging phase started from 2011.The financial deficit issue happened in past few years. Under situation that the medical expenditure is already too low. And a lot of medicines withdrew from the market due the too low reimbursed prices. The pharmaceutical companies on marketing strategy will also face a greater challenge in future. These are triggered my interest in this study and would like to explore.This research is to explore these factors and further as guidance for the sales and marketing efforts. The purpose of this research is to explore (1) the ratio of the drug selection factors among the doctors at the medical center hospitals, (2)the influence of relationship marketing on the doctors’ prescribe behaviors, (3)the influence of the relationship marketing on the loyalty of prescription.
The research uses the questionnaires to survey the behaviors of the doctors at Southern Medical Center hospitals. Total 158 respondents were collected. Using the trust-effectiveness analysis, structural model analysis, T test and ANOVA analysis, factor analysis, the results are as follows: (1) the factors that influence the doctors’ prescription behavior are, in the order of importance, prescription confidence, resource-oriented, congenital environmental factors. It shows that the doctors usually place the benefit of the patients on the top priority. (2) Among the four dimensions of the relationship marketing, the order of the importance is as follows (from high to low): mutual trust, positive image, efficacy, future prospect. In particular, the sales representative’ visit to the doctors increase the relationship between the sales and the doctors. (3) In terms of the bi-dimensions of loyalty, the research shows that doctors values the positive feedback provided by other peer doctors. It shows that relationship marketing plays an important role in prescribing behaviors and loyalty.
The suggestion is given for the future development of the pharmaceutical industries (1) Provide a variety selection of marketing activities to the new generation of physicians. (2) Expansion of branch development. (3) Provide integrated marketing activities. (4) Improve capability of medical representatives, Implementation of talent recruitment and talent retation program. (5) Safety and drug efficacy is the most important factor that decides the marketing success.

並列關鍵字

relationship marketing ； mutual trust ； word of mouth behavior

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