전문의약품 마케팅활동의 효과 측정에 관한 실증 연구

• 영문명: An Empirical Study on the Effectiveness of Marketing Activities for Ethical Drugs (ETC)
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 노승연(Seung-Yeoun Noh) 김건우(Keun-Woo Kim) 장남식(Nam-Sik Chang)
• 간행물 정보: 『아태비즈니스연구』제14권 제4호, 289~303쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose - The purpose of this study is to investigate the types and forms of various marketing activities actually used in pharmaceutical companies and to empirically analyze the impact of these marketing activities on sales. Design/methodology/approach - This study categorize five years' worth of marketing activity data from a foreign pharmaceutical company ‘A’ which operates in South Korea into five categories. Multiple regression analysis and interaction effects are employed for data analysis. Findings - First, CRM calls, Detail calls, GP, and Web events have a positive impact on sales, but SoV does not show significant differences. Second, in the comparison between HQ1 and HQ2 based on patent ownership, Detail calls and Web events had a stronger impact on sales in HQ2, where the patent period is still in effect, compared to HQ1. However, SoV showed no difference between HQ1 and HQ2. Research implications or Originality - First, Detail Calls are more effective for drugs with active patents, while CRM Calls work better for drugs with expired patents. This emphasizes the need to customize call strategies based on patent status. Second, the significant impact of Web Events on sales in HQ2 compared to HQ1 suggests that online information access is crucial, indicating that customer receptivity varies based on product nature. Third, these insights, derived from data analysis, call for a shift in pharmaceutical marketing analysis methods away from traditional approaches. Finally, this study holds significance as one of the first empirical analyses using actual marketing data from pharmaceutical companies in South Korea.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 연구가설

Ⅳ. 데이터 수집 및 연구 방법

Ⅴ. 가설검증 및 분석결과

Ⅵ. 결론

References

키워드

Pharmaceutical ETC Marketing Marketing Activity Regression Interaction