Abstract
The unstable policies of both pubic health and
payment by National Health Insurance¡]NHI¡^in Taiwan
cause great difficulties in the management of clinics since
the separation of dispensing practice from medical practice
since 1997.In order to survival from the tough circumstance,
the managers of clinics must adapt different strategies to
increasing income, enlarging size of organization, or
gaining the competition advantage. One of the most
important strategies is the institution of clinic pharmacies
by themselves or cooperating with another pharmacist.
Right now the theses about the clinic pharmacies was
few. But the name, so called ¡¨ doorway drugstore ¡§, which
was considered to against the spirit of the policies of
separation of dispensing practice from medical practice and
global budget is called by some scholars and the NHI. In
order to reducing the payment for the clinic pharmacies, the
NIH is planning to set up 3 criteria for further management
of the ¡§doorway drugstores¡¨. And if the new rules come
true in the future, the managers of clinic pharmacies and
the owners of clinics will meet more challenges.
In this study, main focus would be the 6 clinic
pharmacies at Kaohsiung city and by the means of face to
face interview with the managers of these drugstores in
order to gathering the primary data about the motivation for
selling OTC merchandise, and the situations of
merchandise profile, pricing strategy, promotion activity
and the situations of human resource etc.
The study result revealed that there are two clinic
pharmacies have no selling of OTC merchandise because
of small space, lack of salesman, or worry about the
conflict between the doctor and the pharmacist. The
percentage of the OTC income at another four clinic
pharmacies is below the level of 20%, and the reasons of
difficulties for selling these products were too expensive,
not famous, and lack of in job training for salesmen.
Further analysis of the needs of the main consumers ,
whom were the patients of the clinics, of these drugstores
were the treatments for their disease and the maintenance
of their health. So the health food or function food will play
the import roles of OTC merchandise profile.
The reasons of success of selling OTC products in the
clinic pharmacies were choosing proper merchandies,
which were good for these patients` health or some help for
control their disease, and were recommoned by the doctor,
and with reasonable price. The weakness of the
management of clinic pharmacies were lack of salesmen
and few investment of I.T. equipments, lack of promotion
activity and in job training.
According the primary data from the interview with
the managers of clinical pharmacies and biotech functional
food suppliers, there are some important conclusions from
this study¡G¡]1¡^clinical pharmacies now are selling some
OTC merchandise and functional food¡]2¡^clinical
pharmacies provide the service for the patients whom came
from not only one clinic¡]3¡^the owners of the clinical
pharmacies would be the physician of clinic or the
pharmacist and the ownership status could be sole or
partnership¡]4¡^the percentage of income from selling OTC
merchandise is still low in these pharmacies¡]5¡^the
managers of clinical pharmacies wish to joint chain
pharmacy in the future ,but right now they are not urgent
¡]6¡^the major reason of joint chain pharmacy is cost down
and the clinical pharmacies managers will share the
management data and use the logo of chain pharmacy, but
there are tremendous disagreements between them about
the franchising fee¡]7¡^clinical pharmacies had the potential
of transforming to become retail channels of biotech
functional food because of patients may need them to keep
their health and they trust their physician and pharmacist,
and the successful selling for biotech functional foods need
professional explain ,which can provided by the doctor and
pharmacist both are available in clinical pharmacies.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830105-172944 |
| Date | 30 August 2005 |
| Creators | Wang, Yi-Ming |
| Contributors | Jun-ying Huang, Ming-rea Kao, Jason H. Huang, Der-Fa Robert Chen |
| 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-0830105-172944 |
| Rights | restricted, Copyright information available at source archive |
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