管理评论

›› 2018, Vol. 30 ›› Issue (7): 126-135.

• 市场营销 • 上一篇    下一篇

免费样品和人员推介对医生处方决策的多期影响及其交互规律研究

李东贤1, 柳涯妮1, 牛海鹏1, 李佳2   

  1. 1. 中国人民大学商学院, 北京 100872;
    2. 中央电视台广告部, 北京 100872
  • 收稿日期:2017-01-12 出版日期:2018-07-28 发布日期:2018-07-21
  • 通讯作者: 牛海鹏(通讯作者),中国人民大学商学院副教授,硕士生导师,博士
  • 作者简介:李东贤,中国人民大学商学院副教授,硕士生导师,博士;柳涯妮,中国人民大学商学院博士研究生;;李佳,中央电视台广告部职员。
  • 基金资助:

    中国人民大学科学研究基金项目成果（17XNH073）。

The Promotional Effect of Sampling and Detailing on Physicians' Prescription Behavior and Their Interactions in A Multi-period Framework

Li Dongxian1, Liu Yani1, Niu Haipeng1, Li Jia2   

  1. 1. School of Business, Renmin University of China, Beijing 100872;
    2. Advertising Department, China Central Television, Beijing 100872
  • Received:2017-01-12 Online:2018-07-28 Published:2018-07-21

PDF (PC)

418

摘要：

免费样品和人员推介作为医药行业的主要促销手段，能够促进医生对药品开出更多的处方。医药行业不同于其他行业，药品购买的决策者和使用者的分离使得促销效果不能有效地直接影响患者或消费者。医生不仅仅扮演纯粹的中间商或零售商角色，他们也必须对患者的身体健康甚至是生命负责任。从这个角度来说，医药行业中对人员推介和免费样品的使用具有其行业背景和内外部环境的独特性。因此，营销中传统的关于促销工具应用及决策的相关研究结论在这个情境下并不适用。本篇文章将深入讨论人员推介和免费样品对医生新处方决策的动态影响。在考虑医生的处方经验和多期影响的前提下，通过对人员推介和免费样品不同程度降低医生不确定性的讨论，发现了人员推介和免费样品对医生处方决策的不同交互影响，并具体指出不同交互影响的适用情境。

关键词: 医药营销, 人员推介, 免费样品

Abstract:

Sampling and detailing as main pharmaceutical marketing tools can make contributions to physicians' prescriptions on drugs. Different from other industries, in the pharmaceutical industry, the drug prescription and drug consumption are separately made by physicians and patients, and generally the target of drug dealer's marketing campaigns is physicians instead of patients. Physicians not only play an important role as the intermediates or retailers, they also have to be responsible for patients' health and lives. From this perspective, we believe that the mechanisms and the practices of sampling and detailing have their specialties in the pharmaceutical industry. Therefore, relative traditional wisdoms on marketing promotions may not apply in this context. In this paper, we mainly investigate the promotion effect of sampling and detailing on physicians' decision making behaviors on drug prescription and further the interactions between them in a multi-period framework.

Key words: pharmaceutical marketing, detailing, sampling