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Title:	探討醫藥學術部門在藥品行銷與藥廠價值鏈單元之定位與未來:以 B 公司特殊藥品為例 Value Positioning and future of medical affair department in marketing and value chain of pharmaceutical industry: B company’s specialty medicine as example
Authors:	吳蕙如 Wu, Hui-Ju
Contributors:	巫立宇吳蕙如 Wu, Hui-Ju
Keywords:	醫藥學術部門藥品行銷 4C Medical affairs department Medicine promotion 4C
Date:	2023
Issue Date:	2023-07-06 16:28:13 (UTC+8)
Abstract:	原開發性藥廠過去 15-20 年紛紛成立醫藥學術部門，目的在於提供客戶專業的科學訊息以及協助客戶能為病患治療做出最佳決策。醫藥學術部門為現今國際藥廠必要的組織，主要與最頂端或高專業度的客戶群交流合作。醫藥學術部門並不以業績為其績效指標，但卻在藥品行銷上扮演越來越重要的角色。醫藥學術部門是如何逐漸的改變，以傳統業務人員為主的客戶溝通模式，轉變為獨立且中立的科學討論模式。本論文欲探討以下議題：醫藥學術部門雖不以業績為其績效指標。在人力資源緊縮的時代，為什麼國際藥廠會日漸擴展醫藥學術部門的人力？以病患為中心是每個藥廠的核心理念，而Ｂ公司之醫藥學術部門在藥物價值鏈單元各扮演何角色？探討Ｂ公司之醫藥學術部門在行銷 4C 又扮演哪些角色？並且能創造出什麼價值？後疫情時代，Ｂ公司之醫藥學術部門是否應維持現有營運模式？或是否應朝向新型態、融合業務(sales representative) /醫藥學術專員(MSL, medical science liaison)為對外溝通模式？本論文的研究方法以訪談跨藥廠、跨部門之高階管理者，透過標準化的訪談大綱收集質性資料。再以描述性論述，交叉分析Ｂ公司之醫藥學術部門在藥品行銷之定位與未來。研究發現 B 公司醫藥學術部門，最大的優勢在於人才，基於員工過去多元職涯經驗能創造出更宏觀的策略並發揮價值。同時也發現 B 公司相較於其他公司在 C4 專屬陷入成本更有優勢，但如何透過跨部門整合，以及創造更多長期的專屬陷入成本之策略，會是 B 公司未來需思考的方向。訪談結果也提供了 B公司未來的改革方向，透過跨部門同質/異質培訓、強化外部客戶拜訪計畫、先驅計畫並漸進性改革，而將醫藥學術部門在藥品行銷 4C 之定位更明確，發揮更大的價值。 Medical affair department had been established as a core organization of pharmaceutical companies in the past decades. The aim of establishing of medical affair team is to offer high quality of scientific information to clients and assist them to make optimal treatment decisions for patients. The core responsibility of medical affair is not driven by sales performance and it’s an independent role accompany life cycle of medicine commercialization. Moreover, medical affair transform the traditional promotional model of medicine, as it acts as independent, non-biased scientific communication model in the industry. There are objectives of this thesis, 1) Why many international pharmaceutical companies expand the medical affair organization despite of human resources shortage recently? 2) What is the core role and value of medical affair in medicine promotion in B company? 3) Exploring the role & responsibility of medical affair in strategic marketing 4C (4 main cost) analysis? Which additional value been identified about medical affair team？ Qualitative interview with executive managing leaders from different department in pharmaceutical companies, as the key sources for this research. According to standardized interview outline to collect all source information, crossover, description analysis as main methodology to explore the value positioning and the future direction of medical affairs in B company. Conclusion: talents is the most important advantage of medical affairs department of B company, particularly is C4. It would be the key consideration that how to integrate all resources cross-functionally to maximize the value of medical affairs department in C4 in the future. Moreover, those results also provide direction of revolution of B company by variable programs, such as tailor-made external communication plan, pilot project for future initiatives, in order to better value and positioning medical affairs in strategic marketing 4C in B company.
Reference:	1. 邱志聖 (2020). 策略行銷分析－架構與實務應用，元照出版 2. Javier C et al. (2022) The broadening role of medical affair- Learning from a MAPS 2022 global annual meeting panel. https://medicalaffairs.org/ 3. https://www.biogen.com/ 4. Biogen Financial Statements 2009-2023 https://www.macrotrends.net/stocks/charts/BIIB/biogen/financial-statements
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 110932156
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110932156
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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