醫藥產業運用數位行銷資訊平台的可行性研究–以原開發藥廠公司為例

Abstract

國家醫療政策一直都是大家關注的議題，我國從民國八十四年實施全民健保 制度至今已邁入二代健保階段，隨著老年人口的增加快速，醫療支出也跟著入不 敷出，藥品的核定價格也因此越來越低，而非專利期藥品更是大幅砍價，對於原 開發藥廠的營收影響甚鉅。然而本研究個案對象為列全球前十大跨國製藥公司， 其中非專利期藥品占公司銷售額達60%，利潤將產生極大縮減，再加上專利期內 的新藥又需要投入大量的行銷經費，因此如何整合資源並且如何兼顧非專利期產 品仍頇支撐整體公司業績的同時，又投入新產品行銷乃是當前最重要的課題。 有鑑於此，本研究構思數位行銷資訊帄台的開發是否有助於個案公司強化客戶 關係管理及增加客戶涵蓋率，對於整體公司績效的影響為何? 銷售代表與帄台間 對於客戶關係模式的交互作用為何? 最後提出策略方案。因此本研究利用文獻回 顧及幾項重要理論基礎例如：資源基礎理論 、BCG 矩陣、產品生命週期和CRM ( 客戶關係管理)並且選定六位訪談對象，包含個案公司的事業處長、 產品行銷經 理、銷售人員和三位外部客戶含兩位醫學中心醫師及一位基層醫療醫師，透過一 對一訪談的方式進行資訊收集。 訪談結果整理分析並整合出幾項重點： 一、個案公司銷售代表的服務滿意度高，醫師認為面對面的行銷方式是必要的。 二、醫師取得醫學資訊有強烈的需求，但銷售代表無法滿足醫師這部份期待。 三、所有訪談對象均認為有需要開發數位行銷資訊帄台，但對於傳統銷售人員拜 訪的模式仍是建立客戶關係很重要的一環。 因此依據訪談結果，並分析個案公司的整體產品組合，歸納出非專利期藥品但 位於cash cows 的降血脂藥品及精神疾病藥品共兩項產品優先制定新的行銷平台 策略方案。本研究是於台灣製藥業新的創新構想，醫師長期來都依賴銷售人員拜 訪模式，對於新的帄台概念是否能完全提高服務效能及整體績效的顯著提升仍是 需要實體平台的運作來評估。National health policy has always been one of the concerns of the public. Since the enforcement of National Health Insurance (NHI) in 1995, Taiwan has entered the 2nd generational of NHI. With the rapid growth of elder population, the increasing medical expenditure therefore leads to the fact that NHI could hardly make its ends meet. The reimbursement prices of medical products get lower as the result, especially the prices of generic drugs hurt the most. Such price-cutting affects pharmaceutical companies gravely in their revenue. The subject in this study is one of the top 10 international pharmaceutical companies. The generic drugs account for 60% of the companies’ sales. Consequently, the profits would drop tremendously due to the cutting. In addition, the brand drugs within protection period often require huge funds for marketing. As such, how to integrate resources to sustain the revenue from generic drugs while investing in marketing for new products thus becomes the most vital issue for the company. In the light of this regard, the study probes into questions that if the development of a digital platform of marketing information would help in boosting subject company’s customer relationship management as well as customer coverage rate, what impact on sales it would be due to the boost, and that how the interaction between sales representatives and the platform would be on customer relationship modes. Finally the study proposes a strategic solution. The research utilizes literature reviews and several important theories, including Resource-based Theory, BCG Matrix, Product Life Cycle, and CRM as its basis. 6 individuals were selected to gather information via one-on-one interview, including the Director of Business Division, a product marketing manager, a sales representative of the subject company, and three external customers (2 physicians from medical center and 1 primary care physician).

The outcome of the interview is as followed: (1) The customer satisfaction toward the subject company’s representatives is rated high. Physicians considered face-to-face marketing is necessary. (2) Physicians had a strong need for medical information, which representatives failed to meet. (3) All interviewees deemed the development of a digital platform of marketing information is necessary, and yet still considered the mode of conventional visits by representatives an essential element to build customer relationship. According to the outcome of interview as well as the analysis of product combinations of the subject company, this paper comes to a conclusion that the two cash cows of generic drugs, one lipid-lowering drug and one psychiatric drug, should be the priority on the new marketing platform. What this study proposes is an innovative concept to the pharmaceutical industry in Taiwan. Physicians have long been relying on the mode of representative visits. Hence, whether the novel concept of a digital platform could achieve an overall boost of service efficacy and a significant increase in sales performance requires an evaluation after the platform is adopted and operational.