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博碩士論文 etd-0611119-112139 詳細資訊
Title page for etd-0611119-112139
論文名稱
Title
外商藥廠運用平台經濟於基層醫療院所之策略研究
Strategic Research in the Use of Platform Economy by Clinics and International Pharmaceutical Companies
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
76
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2019-05-29
繳交日期
Date of Submission
2019-07-11
關鍵字
Keywords
台灣健保制度、平台經濟模式、設計科學研究法、外商藥廠、基層醫療
Platform economics model, Design science research methodology, Foreign pharmaceutical company, Primary healthcare, National Health Insurance system in Taiwan
統計
Statistics
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中文摘要
在台灣的健保制度下藥品市場主要都在健保給付的醫療院所,而目前台灣的醫療院所統計於2017年共有10,824家醫療院所,而基層醫療佔了10,350家,藥品支出費用在2017年總計為4,881億,而基層醫療為1,993億(40.8%),基層醫療通路的業績對於外商藥廠在台灣的行銷有非常大的潛力。
但目前在台灣藥品行銷是不能透過廣告的,所以都是以人對人的銷售為主,藥廠業務人員必須安排行程去拜訪醫師,傳遞產品的特色及適合哪種病人使用和用法用量,但是診所在台灣有10,350家以目前每位業務代表一天拜訪八位客戶來算一個月見一次面就需要65位業務代表,對外商藥廠來說是非常沉重的負擔,所以目前外商藥廠大多放棄這個市場或委由經銷商來推廣藥品。
研究中將運用設計科學研究法(Design Science Research Methodology, DSRM),收集並分析現在在台灣外商藥廠在基層的的行銷模式,透過文獻探討及分析找出平台經濟模式是否可以協助外商藥廠解決在基層醫療通路行銷產品時的瓶頸。
通過本研究,可以為外商藥廠在基層醫療行銷通路以全新的平台商業模式思維導入,進而協助外商藥廠打開在基層醫療通路的行銷在有限的資源下不用再透過代理商可以提供高品質的服務帶給基層醫療人員更專業更及時的服務,達到雙贏的結果。
本研究成果整理如下:
一、運用平台經濟模式來節省人力成本39%,協助外商藥廠減少基層醫療通路的成本。
二、平台經濟模式有效提供外商藥廠和基層醫療人員的互動及提高閱讀產品資料的機會從15%提高到50% 。
三、平台經濟模式適用於外商藥廠的策略為:
(一)適用外商藥廠是以主力產品為三高(高血壓、糖尿病、高血脂)的公司。
(二)通路為基層醫療院所中的內科和家醫科。
(三)工具為手機APP當平台。
(四)提供交流的訊息為疾病及產品相關資訊、醫學相關活動邀約、訂貨系統。
Abstract
Under the National Health Insurance system of Taiwan, the market for pharmaceutical products mainly relies on NHI-affiliated healthcare facilities. Current statistics in Taiwan show that there were 10,824 healthcare facilities in total in 2017; among them, primary healthcare facilities accounted for 10,350. The expenditure on pharmaceutical products in 2017 totaled $488.1 billion, including $199.3 billion (40.8%) in primary healthcare facilities. The sales among primary healthcare facilities are where the potential marketing lies in Taiwan for foreign pharmaceutical companies.
At present, however, it is disallowed to advertise for pharmaceutical products in Taiwan. Therefore, the sales are mostly inter-personal. Sales representatives of pharmaceutical companies have to schedule visits to doctors so that they can pass down information such as features of a product, the indicated patient population, and the usage and dosage. Given the fact that there are 10,350 clinics in Taiwan, if by the current situation where each sales representative visits eight customers a day, for a visit per month, 65 sales representatives are needed. This is a very heavy burden for a foreign pharmaceutical company. Therefore, most of the foreign pharmaceutical companies give up the market or outsource the promotion to a distributor at the moment.
In this study, the Design Science Research Methodology (DSRM) will be applied to collect and analyze current marketing model adopted by foreign pharmaceutical companies in Taiwan among primary healthcare facilities. Through literature review and analysis, the goal is to find out whether the platform economics model can help foreign pharmaceutical companies break through the bottleneck in marketing their products among primary healthcare facilities.
This study will help foreign pharmaceutical companies break through in their marketing among primary healthcare facilities by introducing the brand new platform business model and they can provide primary healthcare professionals with high quality services that are more professional and time-efficient without going through a distributor despite limited resources, rendering a win-win situation.
Accomplishments of this study are sorted as follows:
I. The platform economics model is applied to save the manpower cost by 39% and help foreign pharmaceutical companies reduce cost incurred from marketing among primary healthcare facilities.
II. The platform economics model effectively facilitates interaction between foreign pharmaceutical companies and primary healthcare professionals and increases opportunities for them to read materials about products from 15% to 50%.
III. The strategy for the platforms economics model to be applicable to foreign pharmaceutical companies is:
(1) The applicable foreign pharmaceutical companies are those whose mainstream of products target the three hyper-conditions (hypertension, diabetes, and hyperlipidemia).
(2) The distribution network consists of internal medicine and family medicine-oriented primary healthcare facilities.
(3) Moble APP is used as the platform.
(4) The information provided during exchange is information about disease and products, invitation for related medical events, and the order placement system.
目次 Table of Contents
論文審定書…………………………………………………………………………i
誌謝…………………………………………………………………………………ii
摘要…………………………………………………………………………………iii
Abstract ………..………………………………………………………………..…v
目錄…………………………………………………………………………………viii
圖次…………………………………………………………………………………ix
表次…………………………………………………………………………………xi
第一章 緒論............................................................................................................01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………03
第三節 研究範圍與限制……………………………………………………04
第二章 產業現狀....................................................................................................05
第一節 外商藥廠在台灣基層醫療通路的現況........................................…05
第二節 外商藥廠運用電子商務的現況…............…………………………07
第三節 名詞探討與說明................................................................................08
第三章 文獻探討…………………………………………………………………12
第一節 平台經濟............................................................................................12
第二節 行銷模式............................................................................................14
第三節 社群商務............................................................................................25
第四節 分析方法與模式........………………………………………………26
第四章 研究方法…………………………………............………………………28
第一節 設計科學研究法……………………………………………………28
第二節 問卷探討............................................................................................28
第三節 研究流程……………………………………………………………29
第五章 設計與發展解決方案……………………………………………………31
第一節 產業研究與市場分析..........................................…………..………31
第二節 商業模式............................................................................................40
第三節 策略SWOT分析.....................................……………......................42
第四節 解決方案與行動計劃........................................................................44
第五節 評估解決方案………………………………………………………51
第六章 結論與建議...............………………………………………………….…56
第一節 結論....................................................................................................56
第二節 對於實務的貢獻……………………………………………………56
第三節 未來研究的方向……………………………………………………57
參考文獻 ..…………………………………………………………………………59
附錄 ..........................................................................................................................60
參考文獻 References
一、中文
吳仁和,資訊管理:企業創新與價值創造,第七版,台北:智勝, 2018。
吳基逞,策略行銷管理
傑佛瑞,帕克,平台經濟模式,第一版,天下雜誌股份有限公司,2017。
《台灣藥事法》
二、網站資料
台灣健保資料庫,2017全民健康保險統計,https://www.nhi.gov.tw。
用數據看台灣,2019 台灣醫療資源分布表,https://www.taiwanstat.com/statistics/medical-resources/。
艾美仕市場研究公司,官方網站,http://www.imshealth.com/。
政府資料開放平台,人口統計,https://data.gov.tw/datasets/search?qs=dtid:428+人口統計。
中華民國統計資訊網,最新統計指標,https://www1.stat.gov.tw/point.asp?index=1。
中華民國開發性製藥研究協會,官方網站,http://www.irpma.org.tw/。
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