直接向消費者行銷之處方藥的行銷策略：以威而鋼為例

Abstract

直接向消費者行銷(DTC)處方藥名義上是醫師處方藥，但實際上卻和一般消費性商品比較接近，在行銷管理策略方面，也和一般消費性商品相似。 依照政府的法令規定，處方藥除了針對醫師之外，不得做任何形式的廣告促銷，然而消費者行為的研究卻顯示勃起功能障礙藥物(一種自費型藥品，也是DTC處方藥)，消費者九成是未經醫師處方即直接向藥局購買，或者第一次看過醫師之後，即改為直接在藥局購買。研究也顯示，醫師或藥師對DTC處方藥的消費者影響不大，反而是大眾媒體和朋友之間的口耳相傳影響最大，這和一般的醫師處方藥不同，反倒是和一般消費性商品相似。 由於是處方藥，因此DTC處方藥的行銷仍需先取得醫學界的認同。然而行銷的主要對象，應該針對末端的消費者，並且是以記者會、廣編稿(一種看起來似新聞報導的廣告)、節慶活動等形式出現的「拉」的策略，另外再佐以不時地產品正面形象或效益宣導之「推」的策略。 DTC處方藥之消費起初可能是高涉入流程，以勃起功能障礙藥物為例，廠商皆為世界級藥廠，技術層次和藥效上的差異並不顯著，因此品牌差異不大，會轉變為低涉入之習慣性購買行為，如能一開始即建立消費者之品牌熟悉度，即易使其學習到品牌信念，而長期習慣購買同一品牌之產品。 DTC處方藥之促銷，固然以末端消費者之「拉」的策略，容易喚起潛在消費者之需求與消費者動機，進而透過行為學習流程或享樂過程強化其對產品的態度；然而也正因其「消費性商品」之本質，潛在消費者之消費意願會使得行銷效果大打折扣，擴大整體市場的努力容易受到侷限。 在成本優勢不容易突破的狀況下，DTC處方藥的市場領導者可以仰賴先驅者優勢和供給面的差異化，例如產品的特色與效能、行銷活動的密度…等，去維持長期的優勢。 由於DTC處方藥有專利期限，當產品生命週期即將進入成熟或衰退期的時候，企業應該及早因應，思考推出相對低價的相似產品繼續維持未來的市場優勢，或者退出市場，把重心轉向其他領域。 關鍵字：直接向消費者行銷、處方藥、勃起功能障礙、消費者行為、行銷策略

Although DTC(direct-to-consumer) prescription drugs are limited to be prescribed by medical doctors, it’s analogous to consumer products in certain aspects and its marketing strategy is similar to that of consumer goods. According to the regulatory rules in Taiwan, prescription drugs can not use any form of advertisement except for promotion to medical doctors. However consumer behavior research revealed that more than 90% of erectile dysfunction(ED) drugs were directly sold in drugstores without prescription. Previous research also showed that DTC users of priscription drugs were usually influenced by mass media and friends/relatives rather than medical professionals. This phenomenon is different from common priscription drugs, but similar to many consumer products. It is important to seek support from key opinion leaders in medical professionals when marketing DTC prescription drugs. However, the main marketing target should be consumers and the main marketing tools should be a “pull” strategy(including various kinds of media exposures) accompanied by a “push” strategy (which emphasizes positive image and efficacy of the DTC drugs). DTC prescription drugs, such as ED drugs, may usually be high-involvement products initially. Since there is only a few differences among various brands, it then usually becomes a low-involvement habitual buying behavior. If we can make consumers to become more familiar with a certain brand, they will have stronger brand belief, and will be used to buying the same brand repeatedly. The “pull” strategy for promoting DTC priscription can easily inspire the need and motivation of potential consumers, and then foster their positive attitude toward product through behavior learning process or product experience. However, because of its consumer product characteristics, the potential customers may become resistant to the promotion efforts, and so the expansion of market size may be limited. It is not easy to create cost advantage for DTC prescription drugs. But the market leader may enjoy first mover advantage and differentiate itself through product attributes (such as efficacy), and promotion intensity(such as wider exposure). Since there is a limit to drug patent, pharmaceutical firms should manage to navigate through the product life cycle, such as developing a lower-price product to maintain future market leadership, or phasing out from current market and move to other fields.

Keywords：Direct-to-Consumer (DTC), Prescription Drug, Erectile Dysfunction(ED), Consumer Behavior, Marketing Strategy.