According to the change of Taiwan economic structure, Taiwan is gradually moving into an aging society and more and more population in Taiwan will suffer from chronic disease in the near future. Hypertension is not only the first cause of death among the top ten COD in Taiwan, but is also the major source of other four types of disease in the top ten COD list. Market size for hypertension treatment has enormous potential thus all multi-national pharmaceutical companies seize for opportunities in it. Hypertension treatment research and development are always a priority for pharmaceutical companies and medical research centers, however, new compound takes a long time to develop and patent protection period is getting shorter, therefore, how to increase physician acceptance of a new compound becomes the critical success factor of the new launch product for pharmaceutical companies. This research is an attempt to study the relationship between ¡§Current Prescription¡¨, ¡§New Drug Usage¡¨ and ¡§Environmental Factors-Medical Provider¡¨ and ultimately to find the vital factors which would influence the ¡§Willingness¡¨ of the physicians to prescribe product X. One aim of this research is also to understand the potential factors which would affect the physician acceptance of a new mechanism drug. Based on the Multiple Regression Analysis, Analysis of Variance and Factor Analysis, the research results are as follows: 1. The effect of ¡§Current Prescription¡¨ on ¡§Willingness to Prescribe New Product X¡¨ is limited, and factors such as ¡§Satisfaction on Current Prescription¡¨ and ¡§Current Prescription¡¨ do not influence the ¡§Willingness to Prescribe New Product X¡¨. Only the satisfaction of BLOPRESS and PLENDIL and current prescription percentage on ADALOT OROS and CO-DIOVAN show a significant affect. So the research hypothesis H-1 and H1-3 are partially supported. AS far as ¡§Level of Fame¡¨ of the product shows a significant influence on the ¡§Willingness to Prescribe New Product X¡¨, so the research hypothesis H1-2 is fully supported. 2. Relationship between ¡§New Drug Usage¡¨ and ¡§Willingness to Prescribe New Product X¡¨ is not all significant. ¡§External Information¡¨, ¡§Physician Specialty¡¨ and factors a physician will consider when prescribing did not have a large impact on whether the physician will prescribe the new drug or not. Only the familiarity on ¡§Renin system is an import treatment indicator on blood pressure control and organ protection¡¨, ¡§External Information Orientated¡¨, and ¡§Market Follower¡¨ type of physicians and ¡§Will still use broadly to treat, even despite the high cost of new drugs¡¨ and ¡§New product X will always be part of the prescription in combination therapy¡¨ show significant impact. Thus hypothesis H2-1, H2-3 & H2-4 are partial supported. ¡¨Type of Patient¡¨ shows no difference in effect physician¡¦s willingness to prescribe new product X, so the hypothesis H2-2 are not supported. 3. ¡§Level of Fame¡¨ just has partial significance effect to physician¡¦s ¡§Current Prescription¡¨. ¡§Level of fame¡¨ for CCB, ARB and ACEI have significant effect to the physician¡¦s ¡§Current Prescription¡¨, but other drugs like ALPHA BLOCKER, BETA BLOCKER & OTHERS have no effect to the physician¡¦s ¡§Current Prescription¡¨, so the research hypothesis is partially supported. 4. ¡§Environment Factors¡ÐMedical Provider¡¨ has limited effect to physician¡¦s ¡§Current Prescription¡¨. Among all the physician specialties, only Cardiovascular, Nephrology and Meta/Endo physicians show a difference in ¡§Current Prescription¡¨ among all specialties. ¡§Type of Hospital¡¨ shows no effect on ¡§Current Prescription¡¨, thus the research hypothesis is not supported. According to the findings above, pharmaceutical companies should increase call frequency from sales representatives to the physicians; increased call frequency will effectively increase the brand awareness of the new launch products and also to increase the new product prescription rate. Improvement of Sales Training and after sales service can also be a key area for improved for the pharmaceutical companies to improve the effectiveness and efficiency for product promotion. In addition, product efficacy and treatment differentiation messages should also be customized for physicians in different specialties and in different types of hospitals; increased frequency and customized messages will ensure the success of the new product launch.

一個品牌所創造的「品牌權益」及所產生的附加價值是指一個品牌能使顧客了解這個品牌所具有的品牌知識及形象並形成聯想，進而引起顧客對品牌認同與適當回應而轉化為實際的購買行動並發展出緊密的忠誠關係，使其他的競爭者不容易取代。 許多的消費品已經證實「品牌權益」對使用者購買行為的影響，但在專業的產品，尤其是藉由「第三者代購模式」決定選購的產品，如：醫藥產品，卻少有此方面的研究。本研究針對台灣醫藥業市場長年位居領導地位，具有相同治療適應症的兩種用藥作「品牌權益」及代購者購買行為的關聯性分析。以北部地區醫師為調查對象，請醫師以問卷方式評估兩種品牌的「品牌權益」並分析的哪些「品牌權益」的因素會影響處方行為，結果發現： 一、品牌權益中「品牌顯著」、「品牌績效」及「品牌形象」對醫師處方行為有顯著影響。醫師對兩種品牌的「品牌權益」看法有明顯的不同，且會視服務的對象(病患)個別情狀況而選擇使用不同的品牌。 二、「品牌聯想」中產品利益的功能性及經驗性對醫師處方行為有顯著的影響。本研究中兩種產品上市時間相近，但醫師還是認知Diovan品牌為一較新品牌而Norvasc則是一個使用廣泛且安全性高產品。 三、Diovan此品牌「品牌顯著」和醫師服務科別有明顯的交互作用。不同服務科別醫師明顯表現出會考慮病人狀況，不會將處方Diovan都列為首選藥物。 四、Norvasc此品牌「品牌績效」和醫師執業年資有明顯的交互作用。執業年資在5 ~10 年間醫師對Norvasc使用後療效最認同。 五、醫師對單一品牌使用趨勢，在最近六個月主要是受品牌權益中「品牌顯著」影響，而在未來繼續使用此品牌則是依據使用後該品牌的品質、可靠度、優越性等因素才決定是否繼續使用該品牌。亦受產品利益象徵性所影響。 六、醫師對兩種品牌選擇使用哪一種品牌的趨勢，在最近六個月主要是受品牌權益中「品牌顯著」與「品牌形象」構面影響，而在未來六個月除了受「品牌顯著」影響外還受「品牌情感」影響。進一步以量化分析，醫師對 Norvasc使用數量在最近 六個月及未來六個月無顯著差異，但對Diovan在未來六個月的使用數量則有顯著 增加。 / A successful brand will lead the consumer to link the brand knowledge and image becoming an associative network memory and drive this memory into consumer’s recognition, and then consumer will transfer the recognition into purchasing action and develop royalty to the brand. This can explain how “Brand Equity” influences consumer behavior and why it can create extra value to minimize competition. Many consumer products have confirmed "Brand Equity" influential power related to the consumers’ purchasing behavior; however, only few studies investigate the professional products, such as: medical products and those will go through "Surrogate-Mediated Shopper” purchasing patterns. Our study selected two prescription products with same therapeutic indications and both maintain leading position among all prescription drugs within pass five years to evaluate the relationship between brand equity and physician's prescription behavior. Our study findings are as follow： 1.“Brand Salience”、“Brand Performance” and “Brand Image ”give influences of physicians’ prescription behavior. Physician can distinguish both brands and will consider individual patient’s status to prescribe different brand. 2. Functional and experimental value of a brand will influence physician’s prescription behavior. In spite less than one year difference of launching time between “Diovan” and “Norvasc”, physician still recognized “Diovan” as a new product while “Norvasc” was a product had been widely used with good safety profile. 3. Physicians serve at different departments showing significant different “Brand Salience” conception of “Diovan”. Physician will depend on patients’ status to choice different anti-hypertensive drugs and “Diovan” is not always the first choice for all hypertensive patients. 4. Physicians have different service years showing significant divergent perception of “Brand Performance” of “Norvasc”. Physicians’ service periods less than 10 years demonstrate most positive recognition of “Norvasc” clinical therapeutic result. 5. Physicians are according to the quality、reliability and superiority of a brand to decide whether continuously using one drug or not. That means “Brand Judgment” is the key influence factor of physician prescription behavior. In addition, it also affected by symbolic value of the brand. 6. Facing two brands trade-off, physicians will base on "Brand Salience” to make decision in the current six months；however, in the future six months,"Brand Feeling” is another key factor that affect physicians’ behavior。Compare with current six months and future six months regarding of prescription quantity, we can find physician will increase prescription quantity of “Diovan” while will not change prescription quantity of “Norvasc”。