媒體行銷對於病人藥物選擇行為之研究 —以乳癌口服化學治療藥物為例

Abstract

在醫藥市場中，媒體公關行銷被視為是目前藥廠採用最普遍且最常見的行銷方式之一，藥廠會透過行銷策略來增加產品或治療方式的知曉程度並吸引病患或家屬的注意。過去許多實務案例顯示，衛福部有限的衛教資訊相對於藥廠行銷廣告之間，偶有資訊認知落差的情況發生，讓消費者在未獲得完整資訊之下有延誤疾病治療的可能性。隨著網路資訊普及與藥廠積極的行銷手法，使得消費者漸漸重視自身用藥的權益，因此影響用藥的啟動者也逐漸從醫師轉變成消費者。有鑑於此，本論文以現今口服乳癌化療用藥之大藥廠為例，以質性研究為基礎的訪談，檢視並分析國內口服乳癌用藥藥廠的媒體公關行銷方式對於病患及醫師在用藥選擇上之影響。研究結果顯示藥廠對於媒體行銷應著重在提供產品適應症之訊息並配合疾病衛教，給予病患正確的醫療資訊與就醫概念，以協助醫病關係的進展與就醫的順暢。並協助病患導入正規的醫療系統，以達到病患最大的治療效果。

Media marketing has been one of the most important methods in medical promotion. It influences the physicians-patients relationships and co-decisions. However, limited research has been done in this field and this topic remains to be examined. The study aims to investigate whether the media marketing affects the traditional relationship between physicians and patients through qualitative research. Results indicate media marketing does not influence physicians’ prescription behavior, while both physicians and patients expect more media exposure to increase the disease awareness, educate patients, and improve the physicians-patients relationships. Implications, limitations and future research are then discussed.