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| Title: | 減重自費處方藥之策略行銷分析
Strategic Marketing Analysis of Out-of-pocket Prescription Drugs for Weight-loss |
| Authors: | 尤映清
Yu, Ying-Ching |
| Contributors: | 巫立宇
林智偉
Ｗu, Lei-Yu
Lin, Chih-Wei
尤映清
Yu, Ying-Ching |
| Keywords: | 自費處方藥
減重藥物
肥胖症
策略行銷
商業模式
Out-of-pocket prescription Drugs
Weight loss drugs
Obesity
Strategic marketing analysis
Business model |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:33:51 (UTC+8) |
| Abstract: | 隨著肥胖及過重人口快速增長，肥胖防治已成為全球公共衛生及醫療保健體系的重點項目。在台灣，18歲以上成人過重的比例逐年升高，於2019年時已高達47.97%，然而，受限於藥品分級制度與藥事法規範，藥廠於台灣市場無法對患者進行處方藥物的宣傳與廣告，僅能透過專業醫療人員的處方和介紹，將最新、安全及有效的合法藥物相關資訊傳達給目標客群。
本研究以百年歐洲藥廠Ｎ公司之肥胖症治療藥物Ｓ產品作為個案研究，運用BMC商業模式圖及策略行銷4C架構探討在如此龐大且未開發的台灣市場中，新進自費處方減重藥物如何擬定與執行策略，提升藥品之能見度與市佔率，並找出可補強和調整之處給予建議，進而增加患者主動求診指定Ｓ產品的數量及醫師處方Ｓ產品的意願。
從研究結果發現，台灣肥胖患者即便對於減重有高度意願，僅有約四分之一有進一步行動，而在有採取行動的人當中，高達七成選擇靠自己，而非尋求外部專業醫療協助。S產品之商業模式的各項要素中，確實存在許多降低顧客交易成本的活動與規劃，然而，針對本個案在行銷策略上需著手的三個方向：使更多人採取減重行動、使患者選擇正規的醫療機構治療、使醫師對適合的患者使用S產品，仍需透過認證機制、媒體溝通計畫、經營社群與衛教平台等具體作法增加Ｓ產品聲量和觸及更多目標客群，在持續擴大市場藥物需求的同時，能將其獨特的產品及服務傳遞給院所與患者端，為其創造更多價值並保有競爭優勢。
With the rapid growth of obese and overweight populations, obesity prevention and treatment has become a priority for global public health and healthcare systems. In Taiwan, the proportion of overweight adults over the age of 18 has been increasing year by year, reaching as high as 47.97% in 2019. However, due to the drug grading system and Pharmaceutical Affairs Act, pharmaceutical companies cannot advertise prescription drugs to patients in the Taiwan market. Instead, they can only convey product information to the target group through the prescription and introduction by HCP (Healthcare professional).
The study takes the obesity drug S product from the century-old European pharmaceutical company N as a case, and uses the Business Model Canvas (BMC) and 4C of Strategic Marketing Analysis to discuss how to formulate new out-of-pocket prescription drugs for weight loss in the large and undeveloped market in Taiwan, implement strategies to increase the market share of drugs, and identify areas that can be reinforced and adjusted to give suggestions, thereby increasing the number of patients actively designated S product and the willingness of physicians to prescribe S product.
According to the research results, even if Taiwanese obese patients have a high intention to lose weight, only about one-quarter will take further action, and among those who have taken action, up to 70% choose to rely on themselves rather than seek external professional medical assistance. Among the elements of the business model of the S product, there are indeed many activities and plans to reduce customer transaction costs. However, for this case, the marketing strategy needs to be carried out in three directions: to make more people take weight-loss actions, to make patients choose a formal medical institution for treatment, and to make doctors prescribe S product for suitable patients still needs to increase the volume of S product and reach more target customers through specific measures such as certification, media communication plans, and operating communities and health education platforms. While continuing to expand market demand, it can deliver the unique product and services to HCP and patients, creating more values and maintaining a competitive advantage. |
| Reference: | 中文文獻
1.Alexander Osterwalder、Yves Pigneur (2012)，獲利世代：自己動手，畫出你 的商業模式，早安財經出版社
2.全國法規資料庫-藥事法，檢自：https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0030001
3.巫立宇、邱志聖(2015)，銷售與顧客關係修訂版，新陸出版社
4.邱志聖(2014)，策略行銷分析:架構與實務應用第四版，智勝出版社。
5.產業價值鏈資訊平台，檢自：https://ic.tpex.org.tw/introduce.php?ic=C100
6.財團法人全民健康基金會，檢自：https://www.twhealth.org.tw/journalView.php?cat=50&sid=849&page=1
7.國民健康署網站，檢自：https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=542&pid=9737
英文文獻
1.Guh, DP, Zhang W, Bansback N, et al. The incidence of comorbidities related to obesity and overweight, a systematic review and meta-analysis. BMC Public Health. 2009;9:88–107.
2.National Institute for Health and Care Excellence (NICE). Obesity: guidance on the prevention, identification, assessment and management of overweight and obesity in children and adults.
3.Osterwalder, Alexander, Pigneur, Yves (2011). Business Model Generation: A handbook for visionaries, game changers and challengers. African Journal of Business Management Vol.5 (7).
4.World Health Organization. Obesity and overweight. Fact sheet N° 311. June 2016. Available at: http://www.who.int/mediacentre/factsheets/fs311/en/.
5. Yin, R. K. (2009). Case Study research design and methods, 4thed. Thousand Oaks, CA: Sage. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363035 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363035 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200502 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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