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台灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例 = The...

國立高雄大學高階經營管理碩士在職專班(EMBA)

台灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例 = The key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance –a study on the anti-cancer drugs

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance –a study on the anti-cancer drugs
作者:	楊桂婷,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	101葉圖，表格 : 30公分;
標題:	總額支付制度
標題:	4P
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/43567266608541722434
附註:	參考書目：葉82-85
其他題名:	臺灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例
摘要註:	中央健康保險局為樽節藥費支出並抑制藥費的快速成長，遂實施醫療費用總額預算支付制度，自民國87年7月起，陸續分階段施行，至民國91年7月，始全部施行於各醫療院所。2010年國內因癌症死亡的人數突破四萬人，前三大癌症分別為肺癌、肝癌、與結腸直腸癌。同時，為治療逐年增加的癌症患者，健保局在抗癌藥物費用的支出上也逐年增加，僅2010年健保局就支付了117億元在治療癌症上，且每年都以約10％的速度增加。同時，總額支付制度對醫師處方抗癌藥物上有諸多限制，因此，本研究以抗癌藥物為範疇，探討在總額支付制度下，藥廠之行銷關鍵因素為何。由於醫療議題具專業性，且許多制度面的問題無法量化來衡量，因此，本研究為得到更真實、更深入的研究結果，特採用深入訪談法進行之。本研究結果如下：1. 獲健保給付的抗癌藥物有利藥廠的行銷。2. 持續研發抗癌新藥、掌握關鍵專利，維持藥廠的競爭優勢。3. 無論是否考量健保總額支付制度，抗癌藥物的療效都是影響醫師處方的關鍵因素。4. 醫院政策直接影響醫師處方行為，而醫院政策又箝制於健保制度，同時，健保總額制度對醫師處方影響甚鉅。5. 爭取特殊抗癌藥物給付不受健保總額支付制度規範，可增加醫師處方誘因。6. 爭取醫師參與抗癌新藥上市前的臨床試驗計劃，增加醫師對該藥物的了解及處方機會。7. 健保不給付的抗癌藥物，與保險公司合作是一大契機。8. 已過專利期的抗癌藥物飽受學名藥廠的激烈競爭，價格為醫師處方該類藥物的關鍵因素之一。9. 抗癌藥物處方受政府政策影響，健保制度對抗癌藥物的行銷而言，是機會也是威脅。10. 在實證醫學的支持下，以病人治療為首要考量，抗癌藥品的療效是最關鍵的因素之一。其中，原廠藥較受醫師信賴。11. 有健保給付的抗癌藥物受價格影響較小，反之則影響較大。12. 抗癌藥物的療效和實證醫學的支持是最有效的推廣策略。13. 藥廠人員的專業能力有助抗癌藥物的推廣。 The dental Global Budget System（GBS） was brought into practice by National health Insurance（NHI） to save cost of anti-cancer drugs and decrease growth of drugs payments, and it was implemented in stages to all hospitals from July 1998 to July 2002. The sum of cancer deaths in Taiwan has exceeded 40,000 in 2010, and it was due to top three cancers, i.e., lung cancer, liver cancer and colon cancer. Bureau of national health insurance increases the payments of anti-cancer drugs year by year for the treatment of cancer patients. NHI has paid 11.7 billion for the treatment of cancers, and the growth rate increases about 10% every year. There are many restrictions on prescription of anti-cancer drugs because of the regulation of total amount payment system. Therefore, this study is to investigate the key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance on the scope of anti-cancer drugs. This study used in-depth interview because of the professional medical issues and difficulties in quantifying the questions. The main conclusions can be summarized as follows：1. It’s beneficial for pharmaceutical company’s marketing for those drugs NHI covers.2. To maintain the competitive advantage, drug companies have to keep doing research and developing anti-cancer drugs to control key patents.3. The efficacy of anti-cancer drugs are key factors affecting doctors’ prescription no matter if NHI will cover them or not.4. Hospital policies directly affect physician’s prescription and are restricted by GBS. Therefore, GBS influences physician’s prescription greatly.5. It’s helpful to increase physician’s incentives if the anti-cancer drugs payment is not restricted by GBS.6. It’s useful to make physician know the drugs more and prescribe it if physicians can join the pre-market clinical trial of anti-cancer drugs.7. There is a chance to cooperate with insurance companies for those anti-cancer drugs that NHI doesn’t cover.8. Brand drugs companies competed with generic drugs intensively when the patent is overdue. Price is still one of the key factors affecting physicians’ prescription.9. Government policies influence the prescription of anti-cancer drugs. As for the marketing of anti-cancer drugs, NHI rules are both opportunities and threats.10. Under the support of evidence-based medicine, patient’s care is the primary consideration, and the efficacy of anti-cancer is one of the most crucial factors.11. Anti-cancer drugs covered by NHI are less influenced by their prices and vice versa.12. Efficacy of anti-cancer drugs and supports from evidence-based medicine is the most effective promotion strategy.13. Pharmaceutical sales’ professional knowledge is helpful in promoting anti-cancer drugs.

台灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例 = The key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance –a study on the anti-cancer drugs
楊, 桂婷

台灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例 = The key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance –a study on the anti-cancer drugs / 楊桂婷撰 - [高雄市] : 撰者, 民100. - 101葉 ; 圖，表格 ; 30公分.
參考書目：葉82-85.
總額支付制度4P

台灣健保總額支付制度下藥廠行銷關鍵因素之探討-以抗癌藥物為例 = The key factors of pharmaceutical company’s marketing strategy under the total amount payment system of Taiwan’s national health insurance –a study on the anti-cancer drugs
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