| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 97 === EFFECTS OF RELATIONSHIP MARKETING AND RELATUONSHIP STRENGTH TO PHYSICIAN’S PRECRIPTION DECISION PROCESS
Student：Cheng-Yuan Chang Advisors：Dr. Hong-Hung Lee
Submitted to Graduate School of Management
Yuan-Ze University
ABSTRACT
After the National Health Insurance (NHI) program was put into practice, the medical expenses incurred by NHI scheme have been growing every year, which increases the financial burden to the government. According to the statistics provided by the Bureau of National Health Insurance in 2009, on the accrual basis, NHI program shows a net loss of NT29.5 billion since its implementation. From another aspect, licensing plays a major role in the highly-regulated pharmaceutical industry. The R&;D, manufacturing and sales processes in the pharmaceutical industry are not the same as those in other industries. Specifically, the prescription drug market in Taiwan is quite different from that of normal goods and services. Instead of the patients, the "target customers" in the prescription drug market are those physicians or other medical practitioners in the hospitals or in the clinics. Along the diagnosis process, a physician writes or issues a prescription to the patient. The patient subsequently brings that prescription to a pharmacist in order to obtain drugs. The contents of the prescriptions held by the patients are determined by the professional and rational analysis from the physicians. Even though the patients are the "end-user" of the medicine, it is the physicians who make the choice of which drugs to use. The main purpose of this research is to find the effect of marketing strategies --- from a pharmaceutical company and its sales specialist governed by current NHI system and regulations from IRPMA -- upon the prescription behavior of a physician. The whole research tries to conclude the following three points:
1. Which strategy in relationship marketing from a pharmaceutical company is the most effective practice over the physician's prescription decision process?
2. What kind of relationship strength (between a physician and a sales specialist of a pharmaceutical company) has the most influence over the prescription behavior of a physician?
3. Whether the relationship strength can improve the quality of relationship marketing.
Keywords: relationship marketing, relationship strength, physician prescription decision proces
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