後疫情時代的藥廠全通路行銷策略－以免疫檢查點抑制劑為例

Abstract

因藥事法限制藥品不能對一般民眾廣告行銷，過去藥品銷售的方式多以與醫師面對面討論為主要的銷售方式；然在現今的數位浪潮中，無論是醫師或病人皆更習慣隨時透過數位通路獲取藥品相關資訊，因此興起藥廠也由各個通路分開獨立發展的多通路行銷逐漸轉型為將線上及線下通路整合的全通路行銷。在台灣，吉舒達® Keytruda® (pembrolizumab, 默沙東)在台灣的免疫檢查點抑制劑藥品中市占超過一半，共取得15個癌別的適應症；此藥品所面對的醫師端對於資料更新需求速度以及所觸及的癌友更多，且免疫檢查點抑制劑尚未完全獲得健保給付，自費使用藥品的病人針對療效及安全性會有更多的疑問，是現行的行銷模式下尚未完全滿足的一塊。 本研究主要探討藥廠因應疫情與數位化轉型趨勢之影響，如何借鏡零售業的全通路發展經驗，協助藥廠更快掌握線上與線下全通路整合的行銷模式，增加醫師對藥品資訊的接觸點，進而推升醫師對處方藥品的信心。本研究以產業次級資料、自費藥品行銷影響因素、醫病共享決策文獻、零售業及藥廠全通路行銷文獻蒐集分析資料，借鏡零售業在全通路發展及顧客關係維持的模式，深入分析目前藥廠的全通路行銷缺口，並對未來全通路行銷可能發展趨勢提出建議。此外，因應病人意識的抬頭，藥廠如何增進病人對於癌症治療的了解以及對高價癌症藥品（如免疫檢查點抑制劑）認知，提升醫病溝通效率，作為未來促進醫病溝通的策略調整參考。 免疫檢查點抑制劑應用的癌別極廣，接觸的相關科別醫師較其他藥品更多，臨床試驗資料多且更新速度快，因此醫師對於臨床試驗資料更新速度的期待與其他藥品不同。本研究以未來對全通路行銷顧客旅程地圖的想像為藍本，對照現行藥廠行銷缺口，提出未來藥廠發展免疫檢查點抑制劑行銷，應以「持續、訓練、整合、個人化」為目標發展： 「持續」發展數位通路、「訓練」及提升人員的數位能力、「整合」數位足跡與實體足跡、「整合」數位及行銷業務團隊、「個人化」分癌別行銷及「強化病人衛教」。吉舒達以其市場領導者的地位，搭配各個癌別的輪流推播，可不斷提升醫師對吉舒達治療各類癌症的整體信心，建立良好品牌形象。也以多製作良好的醫病溝通素材，提升醫病溝通效率，達到藥廠－醫師－病人三贏的新局。

Face-to-face discussions with doctors are the most widely used way of pharmaceutical marketing since the Pharmaceutical Affairs Act in Taiwan prohibits pharmaceutical companies from advertising to the general public. Nowadays, digital channels are more frequently used by doctors and patients to obtain drug and disease information. Pharmaceutical companies are also transforming from “multi-channel marketing” to “omnichannel marketing.” That means from “each channel develops separately” to “each channel integrates into a better customer satisfaction”. In Taiwan, Keytruda® (pembrolizumab, MSD) accounts for more than half of the immune checkpoint inhibitor (ICI) market and has obtained 15 different cancer indications. The need for frequent clinical data updates and the number of cancer patients involved is greater than in previous drugs. Moreover, immune checkpoint inhibitors have not been fully reimbursed by BNHI, and patients used in self-pay will have more inquiries about drug efficacy and safety. The growing need for doctors and patients is an unsatisfying part of the current marketing strategy. This study discusses how pharmaceutical companies respond to the impact of the epidemic and the trend of digital transformation. Learning from the omni-channel development experience in the retail industry will help pharmaceutical companies quickly grasp the online and offline omni-channel integration marketing model and increase physicians' touchpoint to Keytruda® brand, which in turn boosts physicians’ confidence in prescribing medicines. This research collects and analyzes data based on industry secondary data and literature on self-pay influencing factors, shared decision-making between doctors and patients, and omni-channel marketing in the retail industry and pharmaceutical companies. Raising the unmet need of omni-channel marketing in pharmaceutical companies, and suggest the possible development trend of omni-channel marketing in the future. In addition, in response to the rise of patient awareness, how pharmaceutical companies can improve patients' understanding of cancer and high-priced cancer drugs (such as ICIs) and improve the efficiency of communication between doctors and patients. ICIs are used in various cancers. Compared with other drugs, ICIs are prescribed by more physicians in different specialties, and have more clinical trial results updated at a fast pace. Therefore, physicians’ expectations of the speed of clinical trial data updates are different from other drugs. Based on the imagination of the future omni-channel marketing customer journey map, this research proposes that in the future, pharmaceutical companies should develop immune checkpoint inhibitor marketing with the goal of ' continuously, training, integration, and personalization”: “continuously” developing digital channels, 'training' and enhancing sales personnel's digital capabilities, “integrating” digital footprint and face-to-face footprint, “integrating” digital and marketing business teams, “personalized” marketing, and “reinforce patient education”. As the ICI market leader, Keytruda® can build the overall confidence of physicians in treating various types of cancer and build a good brand image. In addition, more well-designed patient education materials improve the efficiency of doctor-patient communication and achieve a new win-win situation between pharmaceutical companies, doctors, and patients.