药业营销管理与药学教育.pptVIP

药业营销管理与药学教育 高雄医学院药学系历届校友人才动向研究报告 What Is Marketing？ Marketing is looking at the business through the customer’s eyes — Peter Drucker 营销是以消费者之角度来看 Human actively directed at satisfying need and wants through exchange processes — Kotler 以交易过程来满足消费者需求的人类活动 营销真谛：顾客第一、掌握脉动 营销的目的是要使销售成为多余。 营销的目的是要充分认识和了解顾客，俾使产品或服务能适合顾客，并自行销售它自己。 〈管理：任务责任和实务〉彼得杜拉克 营销的主要工作就是 【找出需求和满足需求】 Marketing 营销导向的4C 产品 (product) = 顾客利益 (customer benefits) 价格 (price) = 顾客成本 (cost to customer) 通路 (place) = 便利性 (convenience) 推广 (promotion) = 沟通 (communication) 营销大师 科勒 Key Elements of Marketing 1. Situation Analysis 状况分析 2. S W O T S W O T 3. Objective 目标 4. Strategy 策略 5. Tactics 具体活动案 6. C P C P / L 7. Control / Follow 掌握 / 跟催 药业营销的影响因素 Development of Medicine A Marketing System: Pharmaceutical Industry 药业界特色 高难度之进入障碍 法规，关税 高之研发费用 药品开发过程费时 ( 10~15年 ) 费钱 ( 5~10亿美金 ) 药品登记费时、保险核价及规范之影响 政府法规部门决定有效性及副作用之基准 药业界特色 原开发厂以研发创新力为核心优势 竞争激烈争取消费者之青睐 银发族↑药品需要量↑ 信息豊富之产业（clinical paper ， PMS， IMS ，customer survey……etc） 药业界特色 高获利 ( 美国最高获利产品毛利率70%~90%) 药品专利制度使保有利润 专利保护：结构式，合成，制程….etc 因有众多之学名药所以有特定之专利保护 不太被经济景气影响 药业界特色 处方药针对中间中介者做营销活动 处方药产品之选择及决定由中介者为之 处方药之营销受到政府严格法规规范 雇用大量营业人员去销售产品 e-化的脚步较其它行业缓慢 Marketing Management Product activities Product forms and dosage strengths Packaging and labeling Trademark, trade name Pricing Market research coordination Production scheduling and forecasts Distribution Promotion and education Public relations Appraisal for Performance and Competence Competency of Sales Manager Competency of Regulatory Manager Competency OF Training Manager 94学年度药学系课程科目学分表 14 14 Consumer products such as food, clothes and cars would love to have our clearly defined customer population. Physicians are easily identified by specialty and type practice through registration and licensing procedures in most countries. Government regulatory agencies in most countries strive to ensure efficacy and safety of Rx products. There is an expectation on the part of healthcare professionals of meeting m