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研究生： 林彥嵐
Lin, Yen Lan
論文名稱： 醫藥品行銷模式之探討
The marketing model of pharmaceutical products
指導教授： 何小台
Ho, Chester
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 41
中文關鍵詞： 行銷模式
相關次數： 點閱：200  下載：0 
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    • 醫藥品行銷模式之探討

    The purpose of pharmaceutical marketing is to let the proper medical products to be used on the suitable patients. The marketing approaches for the pharmaceutical products are quite different from the common merchandises. The pharmaceutical environment and the relationship between the company and the customers are complicated and sensitive. Thus the main objective of this thesis to list and analysis the current marketing approaches in the pharmaceutical industry. The approaches can be divided into push and pull approaches to the customers. The e-marketing, which is a new technology, can provide both push and pull power for pharmaceutical products. The marketers should utilize this tool as e-marketing well in the future. Moreover, since the pharmaceutical environment is getting stricter every year, the holistic marketing approach is a better way for products promotion and increase the share of voice in the competitive market.

    1. Introduction 1
    2. From The Beginning: The Process of Drug Development 3
    3. The Environment of Pharmaceutical Industry 6
    4. Marketing Approach for Pharmaceutical Products 11
    4.1 The Push Approach: Marketing to Health Care Professionals 12
    4.1.1 Key Opinion Leaders 13
    4.1.2 Peer Influence 14
    4.1.3 Clinical Research 15
    4.1.4 Pharmacoeconomics Research 17
    4.2 The Pull Approach: Marketing to Non- Health Care Professionals 18
    4.2.1 Direct to Customer with Media 18
    4.2.2 Patient Group/ Association 21
    4.2.3 Internet 23
    5. Authority and Regulation 27
    5.1 Government Policy 27
    5.2 Industry Self Regulation 28
    6. Case Study 29
    6.1 Before Launch: Push Approaches 31
    6.2 After Launch: Push and Pull Approaches 32
    6.2.1 PR campaign 33
    6.2.2 Exposures Through Different Media 34
    6.2.3 Clinical Study 35
    6.2.4 Pharmacoeonomics Research 35
    6.2.5 Lobby 36
    6.2.6 The Internet 37
    7. Conclusion 39
    8. Reference 41

    1. Reference
    Pharmaceutical Marketing – Time for Change
    www. ejbo.jyu.fi/pdf/ejbo_vol9_no2_pages_4-11.pdf (access date: Dec 2009)

    Pharmaceutical marketing in Perspective. www.phrma.org/files/attachments/PhRMA%20Marketing%20Brochure%20Influences%20on%20Prescribing%20FINAL.pdf (access date: Dec 2009)

    Yearbook of Pharmaceutical Industry 2003. Development Center of Biotechnology. 2003 Taiwan.

    The Process of Drug Development
    www. fda.gov
    http://en.wikipedia.org/wiki/Drug_development

    The Process of Clinical Trials
    www.fda.gov
    www.nih.gov

    Pharmacoeconomics
    http://en.wikipedia.org/wiki/ Pharmacoeconomics

    The Data of Bureau of National Health Insurance
    www.bnhi.gov.tw

    The Financial Disclosure of Pharmaceutical Companies
    www.gsk.com
    www.msd.com

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