大腸直腸癌為台灣好發率與盛行率最高的癌症，面對這盛行率最高的癌症全民健保的實施幫助了許多重症的癌症病友得以延續他們的生命。但面對發生率節節上升的癌症，健保局使用了許多政策來抑制藥費的成長，如藥價調降、總額給付等。但我們發現癌症治療的藥費仍持續的在成長。所以我們很有興趣來了解藥廠的行銷策略如何在健保局層層的設限下還能讓大腸癌治療相關的藥品成功的銷售。
回顧國內相關行銷組合策略與醫師處方行為關聯性的研究，並無以藥廠行銷策略影響大腸癌藥品使用行為研究，並在研究內容涵蓋4P行銷組合策略的研究。本研究的目的在利用深度訪談作為資料搜集的方法，整理藥廠行銷組合4P策略影響醫師處方大腸直腸藥品行為的關聯性。
根據訪談的結果，整理出以下的結論：
藥廠行銷策略4P組合對醫師處方行為的影響排序，醫師認為重要的優先順序分別是：產品策略、價格策略、推廣策略及通路策略。
a.產品策略：是造成藥品差異化的基礎。大部分醫師處方會考慮的重要因素包括：療效、安全性、作用機轉、治療準則、臨床證據等。
b.推廣策略：業務代表的推廣與藥廠所舉辦的行銷活動有助於產品處方的機率提升。
c.價格策略：取得健保價是進入大腸癌藥品市場最主要門檻。在健保市場中，價格對醫師的處方影響力較低。但對醫院通路的擴展有直接的影響。
d.通路策略中：大型醫院，如醫學中心、區域醫院為主要戰場。
最後，我們規納了對於大腸直腸癌藥品行銷主要成功關鍵因素：
a.藥品的差異化策略為醫師選擇藥品主要關鍵因素
b.健保價的取得為進入台灣市場主要動力
c.創新的行銷策略

Colorectal cancer is the most popular cancer with no. 1 incidence in Taiwan.In order to manage the higest popular cancer, Taiwan government initiates Bureau of National Health Insurance (BNHI) to help lots of cancer patient prolong their survival. However, the incidence of cancer still growing, BNHI initiate lots of policy to prevent drug budget growth, such as price cut and global budget. But, we founf the drug cost for colorectal cancer treatment remain growth. So, we have interesting to study how the pharmaceutical company can promote their drug successfully in BNHI market..
After reviewing all of the marketing strategy, we can’t find any study about Marketing 4P strategy to influence physician’s prescribing behavior in colorectal cancer treatment.
According to our advanced interview, we have the conclusions:
The priority of the influence power to physician’s prescribing behavior followed by Product Stratgey, Pricing Strategy, Promotion Strategy and Channel Strategy.
a. Product Strategy: Product strategy is the fundmental to make product differentiation. Most of the physician will consider about clinical efficacy, drug safety, drug mechanism, treatment guideline and clinical evidence.
b. Promotional Strategy: Sales people’s promotion and promotion events are helpful to increase physician’s prescribing.
c. Pricing Stratgey: Get reimbursed price is the main driver to enter the reimbursed market. Drug price has low influence power for physician’s prescribing, but has direct impact to hospital channel listing.。
d. Channel Strategy：Medical Centers and regional hospitals are the main market place for colorectal cancer medicine.
Finally, we thought the key successful factors for anti-colorectal cancer marketing strategy are:
a. Product differenciation is the key issue for physician’s choice
b. BNHI price is the key driver to enter into BNHI market
c. Innovate Marketing Stratgey is a plus to influence physician’s behavior

一、中文部份
1. 中華民國開發性製藥研發協會(2007)，市場行銷規範。http://www.irpma.org.tw/chinese/08_cop_01.htm
2. 國民健康局癌登資料(2007)。
3. 鄭智文(2010)，全民健保制度下醫院處方集對直腸結腸癌用藥可近性之影響探討。國立台灣大學公共衛生學院衛生政策與管理研究所碩士論文。
4. 柯雨利(2003)，促銷活動對醫師藥物選擇之影響。國立成功大學管理學院碩士論文。
5. 陳珮甄(2006)，健保藥品價格對門診口服降血糖藥品之處方行為。國立成功大學臨床藥學研究所碩士論文。
6. 謝敦仁(2006)，影響醫師處方行為之因素探究。淡江大學企業管理學系碩士在職專班碩士論文。
7. 廖繼鼎(2010)，臨床腫瘤學第二版。
8. 樊ㄧ平(2007)，藥品行銷組合策略與醫師處方行為之關聯性研究。國立中正大學管理研究所EMBA碩士論文。
9. 中央健保局新聞Avastin健保給付:http://www.nhi.gov.tw/epaper/ItemDetail.aspx?DataID=2732&IsWebData=0&ItemTypeID=7&PapersID=233&PicID
10. Erbitux 全民健保使用規範:http://www.nhi.gov.tw/query/query1_list.aspx
二、英文部份
1. Berry, Leonard L., Kathleen seiders and Dhruv Grewal(2002), “Understand Service Convenience”, Journal of Marketing, Vol.66, July,PP.1-17.
2. Bowman J, Rousseau A, Silk D and Harrison C. Access to Cancer Drugs In Medicare Part D: Formulary Placement and Beneficiary cost Sharing in 2006. Health Aff(Millwood). 2006;25:1240-80.
3. Cunningham D, Hemblet Y, Siena S, et al. Cetuximab monotherapy and Cetuximab plus irinotecan in irinotecan-refractory metastatic colorectal cancer. N Eng J Med. 2004;351:337-45.
4. Niezen MGH, Stolk EA, Steenhoek A and Uyl-De Groot CA. Inequalities in oncology care:Economic consequences of high cost drug. EJC. 2006;42:2887-92.
5. Gounl, Fusun F., Franklin Carter, Elina Petrova and Kannan Rinivasan(2001), “Promotion of Prescription Drug and Its Impact on Physician’s Choice Behavior”, Journal of Marketing, Vol.65, Jul,PP. 79-90.
6. Hollander, Stanely C., and Kathleen M.Rassuli(1999), “ Shopping with Other People’s Money:The Marketing Management Implication of Surrogate-Medicated Consumer Decision Marketing”,Journal of Marketing, Vol.63,Apr. pp.102-18.
7. 2011 The National Comprehensive Cancer Network (NCCN Colorectal Cancer Treatment Guideline
8. Tenery, Robert M.(2000), “ Gifts to Physicians in the Consuner Marketing”, The Journal of the American Medicine Association, Vol. 283, No. 3, January, pp.391-93.
9. Wazana, Ashley(2000), “ Physicians and the Pharmaceutical Industry: IS a Gift Ever Just a Gift?” The Journal of the Amedican Medicine, Vol.283, No.3, Janurary,pp.373-80.