전문의약품 마케팅활동의 효과 측정에 관한 실증 연구 = An Empirical Study on the Effectiveness of Marketing Activities for Ethical Drugs (ETC)

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

1 홍금표, "판매 지향성(Sales Orientation)과 고객지향성(Customer Orientation)이 고객몰입, 고객과의 장기관계에 미치는 영향: 제약유통채널 중심으로" 한국산업경영학회 35 (35): 99-113, 2020

2 김원호, "코로나 아웃마케팅" 54 (54): 9-15, 2020

3 박상준, "제약회사의 판촉전략이 의약품 처방에 미치는 영향" 한국경영과학회 28 (28): 93-103, 2011

4 차재빈 ; 류가연, "제약회사의 내부마케팅활동과 직무만족, 조직몰입, 이직의도와의 관계 -제약영업사원을 중심으로-" 보건의료산업학회 7 (7): 69-82, 2013

5 임형식 ; 강신국 ; 이광수 ; 홍진태, "제약회사 영업사원의 면담 품질(Call Quality) 향상을 위한 퍼실리테이션(Facilitation) 교육법의 효과" 보건의료산업학회 13 (13): 215-228, 2019

6 김응준 ; 이상원, "제약회사 영업사원의 마케팅-영업-인터페이스능력이 영업성과에 미치는 영향" 한국콘텐츠학회 21 (21): 543-552, 2021

7 홍금표 ; 이호택, "제약회사 영업사원의 교환관계 인식이 관계몰입 및 관계성과에 미치는 영향" 한국전략마케팅학회 27 (27): 50-73, 2019

8 정연승 ; 안수진 ; 이호택, "제약유통채널에서 영업사원에 대한 통제가 판매지향적 판매와 고객지향적 판매 그리고 영업성과에 미치는 차별적 영향" 한국유통학회 22 (22): 69-91, 2017

9 박풍식 ; 정동섭 ; 류태모 ; 송경수, "제약산업의 전략, 영업사원역량, 조직구조가 경영성과에 미치는 영향" 한국인적자원관리학회 16 (16): 101-122, 2009

10 조석균, "제약산업 리베이트 규제에 관한 연구" 한양대학교 법학전문대학원 2020

11 유근환, "의약분업이후의 의약품 마케팅 전략에 관한 연구 : 의사와 제약회사의 차이분석을 중심으로" 33 : 71-95, 2004

12 배은영, "의약분업이 제약산업에 미친 영향" 2002 (2002): 31-39, 2002

13 정유석, "쌍벌제 시대의 의사 : 제약회사 관계" 2011 (2011): 142-145, 2011

14 신경민 ; 송태호, "기업의 영업 전략이 영업사원의 가치기반판매와 성과에 미치는 영향: 의료산업을 중심으로" 한국마케팅관리학회 26 (26): 1-21, 2021

15 Gaedeke, R. M., "Value of services provided by pharmaceutical companies : perceptions of physicians and pharmaceutical sales representatives" 17 (17): 23-31, 1999

16 Lehman, B., "The pharmaceutical industry and the patent system" International Intellectual Property Institute 1-14, 2003

17 Buckley, J., "Pharmaceutical marketing-time for change" 2004

18 Greene, J. A., "Pharmaceutical marketing and the new social media" 363 (363): 2087-2089, 2010

19 Parker, R. S., "Pharmaceutical drug marketing strategies and tactics : a comparative analysis of attitudes held by pharmaceutical representatives and physicians" 22 (22): 27-43, 2005

20 Hoekstra, J. C., "Marketing in the era of COVID-19" 2020 (2020): 249-260, 2020

21 IMS Heath Data, "IMS Market Research and Reports Repository"

22 Evaluate, "Evaluate Pharma World Preview, outlook to 2026"

23 Limbu, Y. B., "Ethical issues in pharmaceutical marketing : A systematic review and future research agenda" 35 (35): 1-20, 2022

24 Bourgeron, T., "(De-)assetizing pharmaceutical patents : Patent contestations behind a blockbuster drug" 51 (51): 23-45, 2022