Determinant Factor when Doctor prescribes -- Anti-hypertension drug of case study

• Main Authors: Ho,GaryChia-Kuang, 賀家光
• Other Authors: WONG,SENG-LEE
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/21973637158473258383

碩士 === 國立臺北大學 === 企業管理學系 === 91 === What are the main factors the doctors will considerate when they make a prescription? It’s always the most important issue the pharmaceutical industry would like to know when they research and develop new products and market them. Hence, I hope to find out these main factors through well-designed questionnaire. In this research, we choose the anti-hypertension drug as our subject to prevent doctors from confusing when they answer this questionnaire. There are 103 questions in this questionnaire, including features of medication, policy of healthy insurance, policy of hospital, the payment of medication and service issues. Then dispatch these questionnaires to 400 doctors around the island and received 201 valid questionnaires sent back. After running FACTOR ANALYSIS, we get 6 major factors: Efficacy, Safety, Convenience, Economy, Service and Reliability. These 6 factors let pharmaceutical industry understand what their customers really need and then meet their demand to achieve the real marketing objective.