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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/38434


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/38434


    Title: 醫藥品行銷模式之探討
    The marketing model of pharmaceutical products
    Authors: 林彥嵐
    Lin, Yen Lan
    Contributors: 何小台
    Ho, Chester
    林彥嵐
    Lin, Yen Lan
    Keywords: 行銷模式
    Date: 2009
    Issue Date: 2010-06-15 16:25:01 (UTC+8)
    Abstract: 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
    Reference: 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
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    96933012
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096933012
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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