A Study of The Impacts of A Foreign Pharmaceutical Corporation’s Supply Activities on The Physicians’ Prescribing Behavior of Central Taiwan Medical Centers and Regional Hospitals From Supplier-Induced Demand Model

• Main Authors: Ming-Cheng Chou, 周銘正
• Other Authors: Min-Jiun Su
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/15262230378492931377

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 97 === The study explores the phenomenon of Supplier Induce Demand(SID) in medicine market. According to prior studies, physicians play the role of agency prescribing medicines for patients. Due to physicians have the power to prescribe, the situation of SID tend to be more significant when medical market under highly competitive tension. Since the National Health Insurance policy has been deployed in Taiwan, prescription behaviors by physicians were affected in terms of financial control by the policy as well as the supply activity by foreign pharmaceutical companies. A case study was taken to explore whether pharmaceutical company’s supply activities indeed induces SID. Hospital management strategy is the moderating variable. The result shows that under normal medical environment, patient’s real health condition slightly induces physicians’ prescription behavior. Physicians’ incomes affect prescription behavior more significantly. However, hospitals attend “hospital excellence program” brings the most significant influence in prescription behavior. The interviews conclusion demonstrates that SID model exists in the promotion activities which are held by foreign pharmaceutical corporations. Furthermore, when hospital management strategy links physician’s prescription behavior with their incentives, physicians tend to be more conservative on prescriptions.