La presente investigación tiene el propósito de conocer las actitudes, comportamientos e intención de compra de los consumidores finales hacia la publicidad en redes sociales de productos farmacéuticos OTC del distrito de San Borja en Lima, Perú. El objetivo es descubrir oportunidades de mejora para el sector farmacéutico el cual no tiene una taza de crecimiento alto como otros sectores en el mercado publicitario digital. Para esto se realizó una investigación cuantitativa, la herramienta utilizada fueron encuestas a una muestra de 383 pobladores consumidores de este tipo de mercado. Además se realizó investigación cualitativa utilizando dos herramientas: Focus group o grupo de enfoque, los cuales tienen las características de la muestra objetivo de investigación y entrevistas en profundidad a expertos en los temas resaltados. Se descubrió que la intención de compra luego de impactar en el público objetivo es positiva, y la misma se ve afectada por las actitudes y el comportamiento. Las actitudes son afectadas por el contenido de los anuncios, los cuales tienen que ser informativos, creíbles y entretenidos. Estos resultados de suma importancia para el planeamiento y ejecución de plan de marketing dentro del sector farmacéutico, de manera que deberían plantear estrategias innovadoras en este rubro y poder ahorrar presupuesto utilizando el medio digital que es más económico que los medios tradicionales como televisión, radio y revistas. / The present investigation has the purpose of knowing the attitudes, behaviors and intention of purchase of the final consumers towards the publicity in social networks of pharmaceutical products OTC of the district of San Borja in Lima, Peru. The objective is to discover improvement opportunities for the pharmaceutical sector which does not have a high growth rate as other sectors in the digital advertising market. For this, a quantitative investigation was carried out, the tool used was surveys to a sample of 383 consumers of this type of market. In addition, qualitative research was carried out using two tools: Focus group, which have the characteristics of the objective sample of research and interviews with experts on the topic. It was discovered that the purchase intention after impacting the target audience is positive, and it is affected by attitudes and behavior. Attitudes are affected by the content of the ads, which have to be informative, credible and entertaining. These results are very important for the planning and execution of the marketing plan within the pharmaceutical sector, so they should propose innovative strategies in this area and be able to save budget using the digital medium that is more economical than traditional media such as television, radio and journals. / Tesis

Η συγκεκριμένη διπλωματική εργασία στηρίχθηκε στις αρχές του Φαρμακευτικού Μάρκετινγκ για την σκιαγράφηση του τομέα της καινοτομίας στην Φαρμακευτική Αγορά. Ακολουθείται μία σταδιακή, ορθολογική, οργανωμένη και ακριβή διαδικασία αναγνώρισης των χαρακτηριστικών που απαρτίζουν τη φαρμακευτική αγορά, σατον Ελληνικό χώρο με συνεχή αναφορά στα διεθνή δεδομένα που ούτως ή άλλως επηρεάζουν τον τομέα του φαρμάκου. Ειδικότερα αναλύεται η φαρμακευτική αγορά τόσο από την πλευρά των φαρμακευτικών επιχειρήσεων που αποτελούν την π[λευρά της προσφοράς, όσο και απο την πλευρά των ασθενών - καταναλωτών που αποτελούν την πλευρά της ζήτησης. Αναλύοντας τις τάσεις και τις προοπτικές καθώς και την αξία της καινοτομίας στην φαρμακευτική αγορά, μελετώντας συγκεκριμένα εργαλεία- στρατηγικές. / This diploma thesis wiil be based on the principles of Pharmaceutical Marketing for the delineation of innovation in the Pharmaceutical market. It follows a gradual, rational, organized and accurate indentification process of the characteristics that make up the Pharmaceutical market in the Greek area, with constant reference to international data anyway affecting the field of medicine. In particular, the Pharmaceutical market in analyzed both by the Pharmaceutical companies that form the sypply side and from the perspective of patients - who are consumers demand. In thiw contex, specific tools - stratefies are studied, aimed at addressing the immediate cause of the detetioration in the value of innovation in the pharmaceutical market through these its trends and prospects are analyzed.

製藥業和其他消費性用品產業有許多不同，像是需要大量地投資於新產品研發與創新。許多藥品和其他消費品相比，有較長的產品生命週期，而且藥品購買者通常並非是藥品使用者。儘管藥品有較長的生命週期，最終仍會面對專利到期的一天。對於製藥業而言，近年來的市場准入(market access)變得更具挑戰性，臨床試驗的障礙、法規核可，和健保給付核可價格也變得比以前困難。藥品需要較長時間以準備進入市場，因此在專利到期前的市場銷售期也縮短許多。如何在有限的市場銷售期極大化銷售業績和利潤對於藥品行銷者而言，也日益重要。即使是在專利過期後，如何管理以及延展藥品生命週期對於製藥業也是一門學問。 為了縮短藥品上市前的準備期，製藥公司需要了解管制法規的申請策略，和選擇最適宜者。下一步是思考健保價格策略。了解中央健康保險局的機制，可以有效減少反覆送件的過程。 度過藥品上市前的準備期後，下一個任務是如何延展產品生命週期。常見策略有1)增加原藥品的新適應症；2)推出機轉類似，但稍微改良過的新產品，以替換即將專利保護過期的藥品；3)將即將專利保護過期的舊產品在劑型上導入新科技，而此新劑型具有專利保護;4)導入固定劑量複方藥品;5)投資學名藥。 產品生命週期的管理對於製藥業非常重要，公司應該強化縮短產品上市前準備期間的能力，在市場銷售期極大化銷售業績與利潤，並在專利到期後延展產品生命週期。 對健康保險環境的研究，以及醫生行為受保險體制的改變，與長時間對人們健康的影響仍待未來進行進一步地探討。 / Pharmaceutical industry is quite different from other consumer products industry. It needs heavy investment on product development and innovation. Most of drugs have longer lifecycle than consumer products, and usually the drug buyer is not drug user. Though drug has long lifecycle, eventually it will face patent-off. Recently market access becomes more and more challenging for pharmaceutical industry. The barriers of clinical trials, regulatory approval, and reimbursement price approval are more difficult than before. Drugs need longer time to go-to-market, and the period of commercialization before patent-off is shorter. How to maximize sales and profits within limited commercialization time becomes more critical for marketers. And how to well manage drug lifecycle and extend lifecycle even after patent-off are the other crucial lessons for industry. In order to shorten “go-to-market” period, drug company needs to understand the regulatory submission strategies, and choose the most appropriate one for submission. Next step is considering reimbursement price strategies. Understanding Bureau of National Health Insurance’s (BNHI) mechanism can minimize back-and-forth process. After “go-to-market”, the next task is how to extend product lifecycle. The most common methods are 1) launch new indication, 2) launch new/ improved generation to replace old drug, 3) launch new dosage/ presentation form, which have patent to extend compound patent, 4) introduce fix-dosed combination, 5) invest in generics. Lifecycle management is critical for pharmaceutical industry. Company should strengthen the competencies to shorten product “go-to-market” period, maximize the sales and profits during commercialization, and extend lifecycle after patent-off. The research of health insurance environment, the changes of physicians’ behaviors and impacts on people health need further studies.

<div>This dissertation consists of three chapters. The first chapter, Inertia and Switching in Health Insurance Plans, seeks to examine health insurance choice of families and individuals employed by a large Midwestern public university during the years 2012-2016. A growing number of studies indicate that consumers do not understand the basics of health insurance, make inefficient plan choices, and may hesitate to switch plans even when it is optimal to do so. In this study, I identify what are later defined as unanticipated, exogenous health shocks in the health insurance claims data, in order to examine their effect on families' plan choice and switching behavior. Observing switches into relatively generous plans after a shock is indicative of adverse selection. Adverse retention and inertia, on the other hand, may be present if people remain in the relatively less generous plans after experiencing a shock. The results could help inform the policy-makers about consumer cost-effectiveness in plan choice over time.</div><div> Physicians’ relationships with the pharmaceutical industry have recently come under public scrutiny, particularly in the context of opioid drug prescribing. The second chapter, Pharmaceutical Opioid Marketing and Physician Prescribing Behavior, examines the effect of doctor-industry marketing interactions on subsequent prescribing patterns of opioids using linked Medicare Part D and Open Payments data for the years 2014-2017. Results indicate that both the number and the dollar value of marketing visits increase physicians’ patented opioid claims. Furthermore, direct-to-physician marketing of safer abuse-deterrent formulations of opioids is the primary driver of positive and persistent spillovers on the prescribing of less safe generic opioids - a result that may be driven by insurance coverage policies. These findings suggest that pharmaceutical marketing efforts may have unintended public health implications.</div><div> The third chapter, Accountable Care Organizations and Physician Antibiotic Prescribing Behavior, examines the effects of Accountable Care Organizations (ACOs). Physician accountable care organization affiliation has been found to reduce cost and improve quality across metrics that are directly measured by the ACO shared savings program. However, little is known about potential spillover effects from this program onto non-measured physician behavior such as antibiotic over-prescribing. Using a two-part structural selection model that accounts for selection into treatment (ACO group), and non-treatment (control group), this chapter compares physician/nurse antibiotic prescribing across these groups with adjustment for geographic, physician, patient and institutional characteristics. Heterogeneous treatment responses across specialties are also estimated. The findings indicate that ACO affiliation helps reduce antibiotic prescribing by 23.9 prescriptions (about 19.4 percent) per year. The treatment effects are found to vary with specialty with internal medicine physicians experiencing an average decrease of 19 percent, family and general practice physicians a decrease of 16 percent, and nurse practitioners a reduction of 12.5 percent in their antibiotic prescribing per year. In terms of selection into treatment, the failure to account for selection on physician unobservable characteristics results in an understating of the average treatment effects. In assessing the impact of programs, such as the ACO Shared Savings Program, which act to augment how physicians interact with each other and their patients, it is important to account for spillover effects. As an example of such spillover effect - this study finds that ACO affiliation has had a measurable impact on physician antibiotic prescribing.</div>