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外商藥廠RTD(Round Table Discussion)活動關鍵成功要素 = Key Success Factors Analysis inRTD (Round Table Discussion) of Multinational Pharmaceutical Companies

吳柏成國立臺南大學經營與管理學系科技管理碩士班民104 [2015]

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題名:
外商藥廠RTD(Round Table Discussion)活動關鍵成功要素 = Key Success Factors Analysis inRTD (Round Table Discussion) of Multinational Pharmaceutical Companies
著者: 吳柏成
國立臺南大學經營與管理學系科技管理碩士班
主題: 成功關鍵因素外商藥廠行銷活動層級分析法; KeySuccessFactors PromotionalInitiatives MultinationalPharmaceuticalCompany AnalyticHierarchyProcessAnalysis
描述: 隨著醫療科技的日新月異及面對人口高齡化的趨勢，全球對於醫療的需求及品質是與日俱增。在台灣的外商國際性大藥廠對於醫藥學術的品質提升及學術服務也是不遺餘力。本研究探討外商藥廠RTD (Round Table Discussion)活動關鍵成功要素。根據受訪專家的實務經驗及建議，本研究彙總20項外商藥廠RTD的活動關鍵成功要素。經過19位臨床醫師及藥廠行銷人員的專家訪談問卷結果，再以AHP分析法計算出的優先順序如下: 1. 演講者以權重17.3%排名最高 2. IRPMA規範13.6%排名為第二 3. 7.8%權重值的政府法規為第三 4. 會議主題權重值為7.5%排名第四再將臨床醫師及藥廠行銷人員訪談資料次分析後發現。臨床醫師端與藥廠行銷人員端權重排名有明顯落差的為會議主題、會議流程及會議交通。意味著藥廠端需要重視及調整行銷學術活動的重要因子來符合客戶的需求。透過本研究結果，希望能提供外商藥廠在舉辦兩天一夜行銷學術活動安排及規劃上，能更符合參與臨床醫師的需求及行銷規範，讓參與的臨床醫師從學術活動中獲得醫療新知進而造福病患。.
The improvement of medical scientific quality and medical service is the foremost field of endeavor in multinational pharmaceutical companies in Taiwan. In this study, we applied AHP analysis using structured interviews to identify the Key Success Factors (KSF) affecting the successful implementation of the executive promotional initiatives, round table discussion (RTD). On the basis of their practical experience and suggestions from interviewing experts, it concluded 20 KSFs common for successful implementation of RTD-based initiatives in multinational pharmaceutical companies. The aggregation results and a following priority ranking evaluated by AHP analysis is shown, Speaker (17.3%)、IRPMA guidance (13.6%), Public policy (7.8%), and Meeting topics (7.5%). According to the sub-analysis of the response from HCPs and MSRs, a notable result was that the significant different relative weights of evaluative ranks between the feedbacks from HCPs and MSRs. It included meeting topics, meeting workflow and meeting transportations logistics arrangements. It meant that multinational pharmaceutical companies need to focus and adjust these important factors of promotional initiatives to meet customers’ needs and follow promotional guidance in order to provide participated HCPs with medical updates proven beneficial to patients..
出版者: 碩士論文--國立臺南大學經營與管理學系科技管理碩士在職專班, 104學年度
建立日期: 民104 [2015]
格式: vii,61葉 : 圖 ; 30公分..
語言: 中文
資源來源: NUTN ALEPH

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外商藥廠RTD(Round Table Discussion)活動關鍵成功要素 = Key Success Factors Analysis inRTD (Round Table Discussion) of Multinational Pharmaceutical Companies

吳柏成 國立臺南大學 經營與管理學系 科技管理碩士班 民104 [2015]

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吳柏成國立臺南大學經營與管理學系科技管理碩士班民104 [2015]