基于医生处方行为的A制药公司在线营销策略研究

发布时间：2018-01-24 14:07

本文关键词： 医生处方行为 Enterprise2.0 网络营销　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着信息化数字化的快速发展，数字化媒体和社交媒体这些渠道已经被改变,越来越多的医生通过浏览网页来寻找医药资源。除了浏览网页之外，医生与医生之间、医生与医药公司之间，医生与病人之间通过在线交流的方式也能获得更多的医学信息。医生获取到医学信息的渠道会从侧面影响医生的用药决定和处方决定。与此同时，医生的处方行为涉及到医疗费用的控制、医药资源的利用、医疗服务管理，这些已经成为影响各类医疗关系的重要基础与关键环节。在互联网兴起的时代，许多制药公司希望通过网络营销来增加销售业绩，但是医药行业的背景与其他行业稍有不同。首先在国外处方药可以通过药房和医院同时销售，但在中国处方药只能通过医院销售，这样医生的处方行为对药品的销售业绩有着直接或者间接的影响。其次，在中国医药网站的资源少之又少，这就造成了医生想要获取医学信息的渠道很狭隘，医生对医学信息知识的渴求也促使A制药公司搭建在线网站。这一平台不仅提供医药资源信息，也方便医生与医生，医生与患者在线交流。麦肯锡调研报告指出，，仅销售代表拜访医院和医生的话，只能完成31%的销售预期;通过销售代表拜访和网站营销结合，可以达到40%的销售预期。不仅如此，在没有产生额外费用的情况下还能扩大医生的覆盖面。 A制药公司NEXUS平台在国外已经有使用的案例。本文通过文献研究法，经验总结法等研究方法对中国医学网站的现状做出分析研究，并且指出了中国医学网站所存在的问题。经研究发现越来越多的中国医生使用互联网寻求医药资源，这使得推广NEXUS医药信息平台变得具有可行性。而且研究还发现高达82%的医生觉得自己的处方行为受到了医疗信息的影响，这对A制药公司根据中国的国情以及中国制药企业的大环境来推广这一平台，也是一个好消息。本论文通过对整个医药行业环境的分析以及医生处方行为的剖析，从深层次上揭示产生医药资源需求的内在机理，为A制药企业制订正确的在线网站营销策略提供了充分的资源，并为A制药企业制定了有针对性的在线网站营销策略，从而能帮助A制药公司拓宽营销模式。
[Abstract]:With the rapid development of information digitization, the channels of digital media and social media have been changed. More and more doctors search for medical resources through browsing the web. Between doctors and doctors, between doctors and pharmaceutical companies. More medical information is also available through online communication between doctors and patients. Doctors' access to medical information can influence doctors' drug and prescription decisions from the side. At the same time. The prescription behavior of doctors is related to the control of medical expenses, the utilization of medical resources and the management of medical services, which have become the important foundation and key link to affect all kinds of medical relations. In the era of the Internet, many pharmaceutical companies want to increase sales through online marketing. But the pharmaceutical industry has a slightly different background. First, prescription drugs can be sold abroad through pharmacies and hospitals, but prescription drugs can only be sold in hospitals in China. The prescription behavior of doctors has direct or indirect impact on the sales performance of drugs. Secondly, there are very few resources on Chinese medicine websites, which results in narrow channels for doctors to obtain medical information. Doctors' thirst for medical information also prompted A Pharmaceuticals to set up an online website, which not only provides information on medical resources, but also facilitates doctors and doctors. Online communication between doctors and patients. According to the McKinsey study, only sales representatives who visit hospitals and doctors can meet 31% of their sales expectations; Through a combination of sales representative visits and website marketing, 40% of sales expectations can be met. Not only that, but doctors' coverage can be expanded without incurring additional costs. A pharmaceutical company NEXUS platform has been used in foreign cases. This paper through literature research, experience summary method and other research methods to make an analysis of the status of medical websites in China. And pointed out the problems of Chinese medical websites. Through research, it is found that more and more Chinese doctors use the Internet to seek medical resources. This makes it possible to promote the NEXUS medical information platform, and the study found that up to 82% doctors felt their prescription behavior was affected by medical information. This is also good news for a pharmaceutical company to promote the platform according to the situation in China and the environment of Chinese pharmaceutical companies. Through the analysis of the whole medical industry environment and the analysis of doctors' prescription behavior, this paper reveals the internal mechanism of the demand for medical resources from a deep level. It provides sufficient resources for A pharmaceutical enterprise to formulate correct online website marketing strategy, and makes targeted online website marketing strategy for A pharmaceutical enterprise, which can help A pharmaceutical company to broaden its marketing mode.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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