Developing Marketing Tactics Against the Threats of Generic Anesthetics through The Analysis of Specific Assets and Moral Hazard Costs-The Case of A Pharmaceutics Company

Abstract

[[abstract]]在高度競爭的醫療市場中，西藥專利藥商，不僅需面對全民健保、總額給付的衝擊，還要面對學名藥價格撕殺的割喉戰。本研究運用交易成本理論的道德危機及專屬陷入資產分析為A公司擬定一套可行的行銷策略。本研究採個案深度訪談方式，訪談專利藥商高階主管與醫療院所之麻醉醫師、技師使用麻醉藥考慮因素為依據，訪談資料經分析整理，歸納出如何以增進客戶對A公司的信任及承諾進而 發展長期交易關係，以及建立有形或無形之專屬資產，使客戶轉換學名藥時產生障礙，以達成與客戶維持長期互惠關係。 本研究經資料分析、歸納後得到以下結論： 1. 在降低客戶道德危機成本之具體作法上： -讓客戶相信A 公司所述之產品功能、特徵、服務與利益。 -讓客戶相信A 公司所宣稱的服務、運送、維修的條件。 -客戶相信合作後，無需擔心秘密可能被得知或洩露。 -讓客戶相信A 公司所言之成本與財務條款。 -使客戶相信A 公司具有預期某些突發事件發生之處理能力。 2. 在建立雙方專屬資產之具體作法上： -致力於客戶特有使用知識的專屬資產的建立。 -持續免費提供特有實體設備的專屬資產，以產生高轉換成本 -致力於維持客戶忠誠關係與推動鼓勵忠誠客戶的優惠專屬方案。 -持續建立與穩定人際關係的無形專屬資產。 -持續不斷建立客戶心理層面認同專屬資產。 -持續不斷建立特有社會性的專屬資產。 本研究指出經由上述策略的推行，可解除客戶在安全性、道德上的疑慮，降低客戶的「道德危機成本」；而「專屬資產」的建立可增加雙方合作效率與持續合作的意願，亦可抵制學名藥等替代品入侵，造成交易雙方互相陷入與互相合作，達到互利雙贏的境界。[[abstract]]In the highly competitive pharmaceutical industry the patent manufacturers are currently facing the entry threats of generic drugs as their patents have been expired As a result the chaos of slashing prices from generic drugs emerges on the top of suffering from scraped payment by Health Bureau Under these circumstances how a patent drug manufacturer keeps its profits and maintain customer loyalty has become a critcal issue This thesis utilizes the concepts of moral hazard and specific hold-up assets from Transaction Cost Economic Theory to develop a set of marketing tactics for “A” pharmaceutical company The depth interviews with the chief of pharmacies anesthesiologists and anesthetists of hospital customers who expressed their requirements respectively provide market information on which anesthetics users were most concerned The analysis of interview data shed the light on the enhancement of building confidence and promises between A company and its customers so as to extend mutual long-term business relations In addition specific assets developed as a means to block the current customers who may alter to genericsare also discussed and offered The guidelines to A company developed from this research are provided as follows： 1 The marketing practices on lowering the customer’s moral hazard cost through continually letting hospital customers： - believe the functions characteristics services and advantages of patent products - believe the functions serve transport after services and proviso of patent products - not worry about leakage of trade secret - believe the patent product’s cost and the provisions of business terms - and trust that A company has the required capability to cope with any Incidence 2 The measures to establish the specific assets for both parts are： - to unceasingly educate customer’s specific knowledge - to provide the free use complementary equipments - to offer preferential programs to loyal customers - to continuously establish human relationship with key customers - to build customers psychological identifies with the patent brand - to persistently set up the peer pressure among key customers in using patent drugs The implementation of above-suggested tactics may solve the customer’s skepticism about safety and morality It may further lower their perception of moral hazard and establish specific assets to increase the willingness of persistent cooperation with A-company In addition it offers resistance to the invasion of generic drugs and substitutes from competitor