Nursing care education marketing strategy analysis for rare diseases –from 4C framework aspect

• Main Authors: Wang, Tung Tien, 王東田
• Other Authors: Wu, Lei Yu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/55942633615171760125

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 100 === Marketing of drugs due to the strict regulations of the Department of Health Act, drug manufacturers usually only through physicians, pharmacists product information to timely disclose to patients with or without direct recourse to the media marketing of patients; Therefore, the target customers of the pharmaceutical companies marketing services. Generally limited to physicians and pharmacists. Minimal number of rare diseases, and is involved in the clinical diagnosis of physician rarely, coupled with the adjustment of the treatment dose is quite complicated, therefore, patients often need to have additional health education nurses to assist in order to improve their doctor's advice and return consultation rate to ensure the clinical outcome of the treatment. In this study, the 4C framework for the method, from the viewpoint of patients, nursing care education marketing strategy on rare diseases, in-depth analysis and discussion. The results are as follows: Nursing care education appropriate to reduce the size of the sales team, personnel costs, dramatically further reducing the total cost of marketing and improve the product competitive advantage. This strategy enhances product value curve and the combination with the customer chain, to improve the total effectiveness of the overall product in order to build up the entry barriers for competitors. To provide personalized service for patients, help them learn to inject able drugs, record prescriptions and remind the date of the return visit, to enable patients to experience the feelings and life of service by the feeling of respect, and thus on the nursing care education system is absolutely dependent to increase the patient's specific holdup cost to achieve the goal of the differentiation strategy marketing. Rise to the findings of this study, of drugs for rare diseases operators to provide viable differentiation strategy recommendations to strengthen the sustainable competitive advantage in the product.