| Summary: | 碩士 === 國立中山大學 === 管理學院高階經營碩士學程在職專班 === 107 === Under the National Health Insurance system of Taiwan, the market for pharmaceutical products mainly relies on NHI-affiliated healthcare facilities. Current statistics in Taiwan show that there were 10,824 healthcare facilities in total in 2017; among them, primary healthcare facilities accounted for 10,350. The expenditure on pharmaceutical products in 2017 totaled $488.1 billion, including $199.3 billion (40.8%) in primary healthcare facilities. The sales among primary healthcare facilities are where the potential marketing lies in Taiwan for foreign pharmaceutical companies.
At present, however, it is disallowed to advertise for pharmaceutical products in Taiwan. Therefore, the sales are mostly inter-personal. Sales representatives of pharmaceutical companies have to schedule visits to doctors so that they can pass down information such as features of a product, the indicated patient population, and the usage and dosage. Given the fact that there are 10,350 clinics in Taiwan, if by the current situation where each sales representative visits eight customers a day, for a visit per month, 65 sales representatives are needed. This is a very heavy burden for a foreign pharmaceutical company. Therefore, most of the foreign pharmaceutical companies give up the market or outsource the promotion to a distributor at the moment.
In this study, the Design Science Research Methodology (DSRM) will be applied to collect and analyze current marketing model adopted by foreign pharmaceutical companies in Taiwan among primary healthcare facilities. Through literature review and analysis, the goal is to find out whether the platform economics model can help foreign pharmaceutical companies break through the bottleneck in marketing their products among primary healthcare facilities.
This study will help foreign pharmaceutical companies break through in their marketing among primary healthcare facilities by introducing the brand new platform business model and they can provide primary healthcare professionals with high quality services that are more professional and time-efficient without going through a distributor despite limited resources, rendering a win-win situation.
Accomplishments of this study are sorted as follows:
I. The platform economics model is applied to save the manpower cost by 39% and help foreign pharmaceutical companies reduce cost incurred from marketing among primary healthcare facilities.
II. The platform economics model effectively facilitates interaction between foreign pharmaceutical companies and primary healthcare professionals and increases opportunities for them to read materials about products from 15% to 50%.
III. The strategy for the platforms economics model to be applicable to foreign pharmaceutical companies is:
(1) The applicable foreign pharmaceutical companies are those whose mainstream of products target the three hyper-conditions (hypertension, diabetes, and hyperlipidemia).
(2) The distribution network consists of internal medicine and family medicine-oriented primary healthcare facilities.
(3) Moble APP is used as the platform.
(4) The information provided during exchange is information about disease and products, invitation for related medical events, and the order placement system.
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