| Summary: | 碩士 === 國立嘉義大學 === 管院碩士在職專班 === 103 === The aim of the study was to find out the association between the physicians’ decisions for prescriptions and the brand image of pharmaceutical companies. Furthermore, the author tried to provide the suggestions about improving the performance of promoting products of pharmaceutical companies. The author conducted the study with in-depth interviews and attempted to understand the influential factors of decision made by physicians working in different kinds of hospitals while they prescribed for their patients. The results were as following:
1. If the patients’ rights were not affected, the influence of the limits set by the controlling mechanism of budget for drug utilization inside the hospital to the physicians’ decisions for prescription was not significant.
2. The administrational policies didn’t interfere with the physicians’ decisions for prescription.
3. The main consideration for physicians to prescribe the self-paid drugs for patients was the effects of the drugs to the patients.
4. To the physicians, the pharmaceutical companies were the main sources of drug information.
5. The salespersons from pharmaceutical companies were the main channels for physicians to acquire the related information of pharmaceutical companies.
6. To the physicians, the information provided by salespersons of pharmaceutical companies when visiting them was more important than how frequently those salespersons visited the physicians’ offices.
7. If the patients’ rights were not affected, the familiarity between the physicians and salespersons from specific pharmaceutical companies was positively associated with the possibility for the physicians to prescribe the drugs introduced by the salespersons.
8. In physicians’ opinions, salespersons of pharmaceutical companies just did their jobs for their companies.
9. The payment system of National Health Insurance (NHI) dominated the physicians’ decisions for prescription.
10. The physicians were more confident of brand name drugs than generic drugs.
11. The images of pharmaceutical companies would positively influence the physicians’ decisions for prescription.
12. The physicians were satisfied with their decisions for prescription.
Because in interviewees of the study worked in hospitals located in northern Taiwan and surgeons were excluded, related studies in the future might be conducted with the diversified study population to get more complete ideas about the factors affecting the physicians’ decisions for prescription.
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