台灣藥品產業的行銷策略分析 -以恐慌症藥品為例

English abstract
Panic disorder is one of the neuroses. Neurosis is the most popular mental disease and the representative of mild mental illness. Foreign research reports reveal that the lifetime prevalence rate of neurosis is about between 20%-50%, but few people accepted clinical treatment. Neuroses (panic, depression, and so on) and cardiac disorder will be the nightmare of causing serious diseases of human life in 2020.
Panic disorder (attack) is a quickly and suddenly strong anxiety symptom and like a psychologic disease surrounded by dark and terrible emotion and hard to eliminate it. But by appropriate treatment, panic attack will be eased. Medicine treatment is the most efficient and simplest way for a definite diagnosis panic patient in practice. But due to political issues between China and Taiwan, Taiwan’s poor economy seems getting worse and worse and the health insurance medicine price of Central Health Insurance Bureau is also getting lower and lower. It is increasingly difficult for pharmaceutical companies and dealers or agents to operate their businesses.
The purposes of writing this thesis are to help and explore how the panic pharmaceutical companies utilize pharmaceutical marketing theories of 4Ps and 4Cs, SWOT, Michael Porter Competitive Strategy and PESTEL to fascinate and persuade doctors to consume and prescribe their medications while encountering such situations. The researcher randomly selected three senior product supervisors or major shareholders from five substantial pharmaceutical companies that have already been interviewed to be the main interviewees.The results are as below:
1. Normally the ice-break methods of overseas panic patent drug companies are usually to first express that they are one of the top pharmaceutical factories of the world and medicines are always the No 1 products. The top patent pharmaceutical companies stand for their medicines are the best in the world and other generic drug companies can’t easily catch up with them.
2.Medications’ character especially in effect and safety has much more been emphasized and their brand-new mechanisms, everyday dosage and the packaging methods are also the key points of marketing process.
3. Pricing strategies are normally unnecessary while in patent period. After period expired, medications’ price, discount and promotion definitely absolutely influence the purchasing and prescribing of doctors.
4. Pharmaceutical sales representative always wants to suggest doctors to build corner drug store inside their hospitals or clinics to sell self-pay medications to let patients much more easily and conveniently get and purchase medicines they need. In the same time, doctors will also get more additional earnings.
5. Panic pharmaceutical sales representative attracts doctors to buy and often prescribe their medicines by the promotion of public relationship and the personalities of selling self-marketing co-workers. Inviting domestic-overseas medical experts to give seminar and advertising specific information in outstanding academic journals are also the good methods.