本研究希望藉由對台灣醫療產業進行分析，與醫療服務提供者(Health Care Providers)的訪談，瞭解實際處方者的處方考量，以協助經理人能規劃適當策略，以期未來在產品上市初期，即能快速取得佔有率，以強化市場談判籌碼，得以最大化經濟效益及延長產品週期。
處方藥的銷售相較於工業品或消費品，有更多道德、醫學倫理、法規的限制，因此受到某種程度的保護，如專利權等等。然而處方藥在專利過期後便面臨學名藥的競爭，從專利過期前到專利過期後之品牌行銷策略，可採行多種不同之策略作為。經由Porter的五力分析，我們可以明確定位出個別影響力的重要性，進而勾勒出市場區隔、定位、價格、人員、通路甚至於產品生命週期的規畫，都是制定行銷策略時會考慮到的因素。因為對公司股東、董事會、經理人來說，績效來自於股價的表現及公司的盈餘，股價的表現及盈餘則來自於研發單位是否能研發出更有效、副作用更低的藥物來上市；藥物上市後，行銷及銷售團隊便專注是否能讓藥品給更多適合的病患的來使用，以創造更多的利潤，來回饋投資人並持續投資研發新藥，維持公司的永續經營。這恰好與Kolter之理論相呼應，擴張市場，或是將其視之為金牛產品來與競爭者競爭，甚至獲取更多利潤投入其他事業之所需。
策略方案的選擇皆有其立論基礎，然而在實務上，是不可能有回頭路或重置的。透過類風濕性關節炎藥物處方選擇的訪問，我們可以發現，在策略的執行及回饋當中，有許多的細節必須注意並隨時因應，若在某些環節疏忽可能便會有不同的結果。因此在訂定行銷策略時，行銷經理人應組織有效率的團隊，縝密的資料收集及分析，以擬定策略執行，並隨時回饋檢視執行之成效與競爭者之狀況來修正策略之方向。

To access the targeted market and enhance the market share in preliminary stage of product launch is the key success factor about maximizing the productivity and extending the product lifecycle. Understanding what kind of the medical judgments do the health care providers concern via the interview with them and the analysis of the medical industry will lead the marketers develop the appropriated strategies for achieving the higher market share and accelerating the market growth in the future. The final destination of the strategy is enlarge and prolong the product life cycle and gather more profit from individual product.
Comparing with the Fast Moving Consumer Goods (FMCG), there are more ethical issue or legal concern about promoting the prescription drugs. The Government also provide the exclusive for protecting the intelligent in a limited period. No matter the strategies are executed in the product launch with exclusive or competing with generics without patent protection, the major evaluation factors are the same. Porter’s five forces structure can help us to figure out the influence factors to point out the power which would affect the market growth. Such as market segmentation, positioning, price, manpower, channel and product life cycle. The definition of performance the stockholders and marketers usually evaluate the performance on the share price and profit. The margin come from whether the R&D department can find more effective products with higher safety and commercial team can promote the drug to more patient. It will build up the positive cycle to manage a pharmaceutical industry. It really abide by the Kolter’s theory. It is important to maximize the profit of current product for earning more capital with developing new product
There is no way to regret or rewind the executed strategies. Through the interview with rheumatologists, we can figure out the influence factors during the process of medical judgment. The particulars during the strategy execution are such important and need to react immediately. Marketers should build up an effective team to collect and analyze the market intelligence, modify the strategy with detecting the feedback during the whole period.

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