Relationship between Pharmaceutical Companies and Hospitals in Response to the Change of National Health Insurance System on Institutional Theory

• Main Authors: Huai-hsin Huang, 黃懷興
• Other Authors: Kuan-cheng Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/79786558794143547281

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 100 === Pharmaceutical Companies occupy a crucial role for the hospitals. Pharmaceutical companies’product marketing plan and their relationship with the hospitals help them to understand the correct use of medicine and further, provide a better medical quality of service for the public. Pharmaceutical company is inseparable to hospitals but the consistent change of national health insurance system has influenced the relationship between these two. This study discussed the relationship between hospital and pharmaceutical company. It conducted depth interviews on the staff at different levels in pharmaceutical companies, including research base pharmaceutical companies, agents, and generic pharmaceutical companies, based on the literature review to have the discussion on how pharmaceutical companies run the drug market and maintain the relationship with hospitals in response to the change of national health insurance system. It also discussed the influences of different types of hospitals on pharmaceutical companies and illustrated the cause and development of the change of relationships between them in the past and also the future. The study observed the change from past to present and the result showed that pharmaceutical companies consistently adjust their marketing plans to keep good relationships with hospitals. In consequence to the change of national health insurance system, hospitals now pay more attention to their profits, which influence their relationship with their medicine suppliers. Yet, there is still a close bond between national health insurance system, hospital and pharmaceutical company, proving that the relationship structure is in accordance with the relationship between institution and environment in institutional theory and they all survive in the environment with confining each other. According to the value theory, they influence each other’s existence due to the change of relationship value caused by specific incident and different interests. As a result, we can see that the national health insurance system plays an important role in the relationship between pharmaceutical companies and hospitals. A more active and intimate interaction from the pharmaceutical companies will conduct more effective marketing strategies, in order to maintain a healthy relationship with the hospitals. Hospitals are believed to adjust their relationship with pharmaceutical companies in response to the change of national health insurance system. Such change will further influence the ecological system in pharmaceutical industry and create a new bond between hospitals and pharmaceutical company.