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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0721110-112749 |
| Date | 21 July 2010 |
| Creators | Lin, Hsu-Hui |
| Contributors | Shu-Chuan Yeh, Ying-Chun Li, Ping-Yi Chao |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0721110-112749 |
| Rights | not_available, Copyright information available at source archive |
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