藥品的行銷由於受到衛生署相關法令的嚴格規範，藥商通常只能透過醫師、藥師將產品資訊適時揭露給病患，無論直接訴諸媒體對患者行銷；因此，藥商行銷服務的目標客戶，一般而言僅限於醫師及藥師。 罕見疾病患為數極少，參與臨床診斷研究的醫師甚少，而治療用藥劑量的調整與投予又相當複雜，因此，患者往往需要有額外的衛教護理人員協助，才能提高其對治療藥物的醫囑性及回診率，以確保臨床的治療成效。 本研究以4C架構為方法，從病患的觀點出發，依行銷交換理論的架構，從外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本等四大因素，對罕見疾病用藥衛教護理行銷略，進行深入的分析與探討。分析結果如下： 衛教護理行銷略可適當縮減銷售團隊的規模，可進一步減少人事成本的支出，大幅降低行銷總成本，並提高產品的競爭優勢。透過衛教護理行銷略可提升產品價值曲線與客戶鏈相結合，提高整體產品總效益，藉以拉高競爭者的進入障礙。衛教護理為患者提供個人化的服務，協助患者學習注射藥物、記錄用藥情形、提醒回診日期，讓患者體驗到服務的感動與生命受到尊重的感覺，進而對衛教護理系統產生絕對的依賴性，擴大患者的專屬陷入成本，達成差異化策略行銷的目標。 謹以本研究的發現，期能為罕見疾病藥品經營者提供可行的差異化策略建議，強化產品永續經營的競爭優勢。 / Marketing of drugs due to the strict regulations of the Department of Health Act, drug manufacturers usually only through physicians, pharmacists product information to timely disclose to patients with or without direct recourse to the media marketing of patients; Therefore, the target customers of the pharmaceutical companies marketing services. Generally limited to physicians and pharmacists. Minimal number of rare diseases, and is involved in the clinical diagnosis of physician rarely, coupled with the adjustment of the treatment dose is quite complicated, therefore, patients often need to have additional health education nurses to assist in order to improve their doctor's advice and return consultation rate to ensure the clinical outcome of the treatment. In this study, the 4C framework for the method, from the viewpoint of patients, nursing care education marketing strategy on rare diseases, in-depth analysis and discussion. The results are as follows: Nursing care education appropriate to reduce the size of the sales team, personnel costs, dramatically further reducing the total cost of marketing and improve the product competitive advantage. This strategy enhances product value curve and the combination with the customer chain, to improve the total effectiveness of the overall product in order to build up the entry barriers for competitors. To provide personalized service for patients, help them learn to inject able drugs, record prescriptions and remind the date of the return visit, to enable patients to experience the feelings and life of service by the feeling of respect, and thus on the nursing care education system is absolutely dependent to increase the patient's specific holdup cost to achieve the goal of the differentiation strategy marketing. Rise to the findings of this study, of drugs for rare diseases operators to provide viable differentiation strategy recommendations to strengthen the sustainable competitive advantage in the product.

The thesis is focused on a research and the evaluation of the nurse role during the invasive methods in chronic pain treatment and on a research the patient satisfaction and expectation with the nurses approach during the invasive methods in chronic pain treatment. The basis for the thesis processing is qualitative ? quantitative research carried out in the departments of pain treatment in four hospitals, in University Hospital Motol, University Hospital Brno, Hospital České Budějovice a.s., University Hospital PlzeňAlejSvobody. Qualitative research focuses on nurses working in the department of pain treatment using a method of questioning with the technique of non-standardized interview. Within qualitative research, we was looking for the answer to the research question: What is the nurse role during the invasive technique in chronic pain treatment? It was found, from the results of the interviews and their analysis, that nurses have within the invasive performance wide field of action and their role is changing in various stages of the entire performance. In all phases of the invasive performance, it´s essential the communication between the nurse and the patient. In the phase before the invasive performance and afterwards is the most dominated the educational role, except for the nursing role. Quantitative research using the questionnaire was intended for patients in the departments of pain treatment. The following predetermined hypothesis were verified using quantitative research: H1: Patients are satisfied with the nurses approach during the invasive techniques in pain treatment. H2: Patients with chronic pain during the invasive methods are expecting especially the empathetic approach from nurses. Evaluation of the questionnaires, which were voluntarily completed by patients, can be ended that both given hypothesis H1 and H2 have been confirmed and that the targets of qualitative researches have been met. The space for improvement can be found in the patient education before the invasive performance. Therefore We created educational material for patients. This educational material is not intended to replace the education conducted by nurses, it rather serves as a basis for the questions preparation that the patient will want to clarify before the invasive performance.