| 摘要: | 自從民國84年3月實施全民健保的制度已經邁向21個年頭，隨著健保制度一再的更新，國內醫療體系所使用藥品的習慣也漸漸轉變為藥品價差是進藥的優先考量依據，因此藥廠與客戶之間的互動關係已經慢慢的改變。隨著愈來愈多暢銷高血壓專利藥品專利期限到期，學名藥廠通常以低廉價格競爭優勢搶占原開發藥品市場，所以不管是學名藥廠或原廠藥廠，如何提昇與醫師的關係及使用更完善的藥品促銷活動讓醫師產生藥品購買的意願，進而提昇藥廠業績，達成藥廠所訂定的目標都是很重要的一環。然而，藥品的促銷活動有別於一般產業的促銷活動，此類型屬實質上的促銷活動，在診所醫師跟廠商關係上是無法出現的，因此很少有人去探討其他型式用於診所醫師跟藥品廠商之間的促銷活動。本研究採用激勵活動方式，一種無形的激勵方式-活動激勵，去探討醫師對藥品的購買意願，主要內容有下列三點:
(1) 藥品促銷活動類型是否影響醫師藥品購買意願。
(2) 探討藥廠與客戶間關係強度是否影響醫師藥品購買意願。
(3) 關係強度對於藥品促銷活動及購買意願是否存在干擾效果。
本研究採取問卷調查方式來針對基層醫療群醫師進行資料蒐集與研究，回收150份有效問卷，透過敘述性統計、信度分析、迴歸分析及相關分析等研究方法進行分析，根據其結果對醫藥產業的未來發展提出建議，提供藥廠為日後擬定行銷策略及促銷活動之參考依據，以提高醫師藥品的購買意願及開發成功交易率。
The National Health Insurance system in Taiwan, established in March, 1995, has en-tered its 21th year. Because of its renewal, the medication habit in the healthcare system is changed. The price difference turns to be the primary concern while people are pur-chasing the medications. Thus, the interactive relationship between pharmaceutical companies and the clients is also changed. For example, the patents of many popular patent drugs for hypertension will be expired soon, and the generic pharmaceutical companies usually use low prices as an advantage to gain more drug market. Therefore, how to develop the relationship with doctors and have more effective promotion to en-hance their purchase intention, increase sales, and achieve the estimated goals will be very important both to generic pharmaceutical companies and to leading pharmaceutical companies. However, drug promotion is different from other industrial promotion; it is a practical promotion which cannot be seen in the relationship between the doctors in the clinics and the pharmaceutical companies. That is the reason that the promotion between them has rarely been discussed. This study considers encouragement as a way, also a particular method, to examine doctors’ purchase intention. It consists of three main points:
(1) To see if different types of drug promotion influence doctors’ purchase intention.
(2) To explore if the relationship strength between pharmaceutical companies and the clients influences doctors’ purchase intention.
(3) To realize if the relationship strength between pharmaceutical companies and the cli-ents interferes drug promotion and purchase intention
The questionnaires will be applied in this study to make a data collection and a research of the doctors in the primary medical care. We will collect 150 copies of efficient ques-tionnaires, and different methods will also be used for analysis, for example, descriptive statistics, reliability analysis, regression analysis and correlation analysis, etc. Based on the results, this study can give useful advice about the development of pharmaceutical industry in the future, helping pharmaceutical companies plan efficient marketing strate-gies and promotion for the purpose of enhancing doctors’ purchase intention and having a high achievement rate. |
