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贵阳市医药营销人员对医药代表备案制知晓和态度的调查研究
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| 篇名： | 贵阳市医药营销人员对医药代表备案制知晓和态度的调查研究 |
| TITLE： | |
| 摘要： | 目的：调查贵阳市医药营销人员对医药代表备案制的知晓程度和态度倾向。方法：采用分层随机抽样，自行设计问卷对贵阳市六城区医药营销人员进行调研，了解其对医药代表备案制的知晓（满分100分）和态度（总分范围为17～85分）现状，并比较不同特征（12个方面）医药营销人员在知晓和态度得分上的差异，并提出相关建议。结果与结论：共计发放问卷220份，回收问卷220份，其中有效问卷205份（有效率93.2％），205名医药营销人员的总体知晓得分为（55.17±21.20）分，平均正确率55.17％；来自制药企业医药营销人员得分显著高于来自其他类医药企业的医药营销人员，主推处方药的医药营销人员得分显著高于主推其他类医药产品的医药营销人员，目标市场为城市公立医院的医药营销人员得分显著高于目标为其他市场的医药营销人员，通过媒体报道知晓该制度的医药营销人员得分显著高于从其他途径知晓该制度的医药营销人员，以上差异均有统计学意义（P＜0.05）。205名医药营售人员总体态度得分（得分越高认同程度越高）为（58.76±12.84）分，平均得分率69.13％，通过媒体报道获知该制度的医药营销人员得分显著低于从其他途径获知该制度的医药营销人员，接受过培训的医药营销人员得分显著高于未接受过培训的医药营销人员，所在企业制订了应对预案的医药营销人员得分显著高于所在企业未制订应对预案的医药营销人员（P＜0.05）。贵阳市医药营销人员对医药代表备案制的知晓程度有待提高；对政策实施总体持积极态度，认为医疗机构、医药企业和医药代表均会受益；医疗机构、医药企业和医药营销人员应主动配合政策，促进医药营销合规化建设。 |
| ABSTRACT： | OBJECTIVE： To investigate the awareness and attitude of medical representative registration system among pharmaceutical marketers in Guiyang city. METHODS： A self-designed questionnaire survey about the awareness （full point 100） and attitude （total points ranged 17-85） of medical representative registration system was conducted among pharmaceutical marketers selected by the stratified random sampling in the six districts of Guiyang city， and the difference of awareness and attitude scores were compared among pharmaceutical marketers with different characteristics （12 aspects）， and relevant suggestions were made. RESULTS & CONCLUSIONS： A total of 220 questionaires were sent out， and 220 questionaires were collected among which there were 205 valid questionaires （effective rate of 93.2％）. Total awareness score of 205 pharmaceutical marketers was（55.17±21.20）points， with average correct rate of 55.17％. Pharmaceutical marketers from pharmaceutical companies scored significantly higher than those from other pharmaceutical companies； pharmaceutical marketers who mainly promoted prescription drugs scored significantly higher than those who mainly promoted other types of pharmaceutical products； pharmaceutical marketers who set up city public hospitals as the target market scored significantly higher than those who set up other markets； pharmaceutical marketers who learned about the system from media reports scored significantly higher than those who learned about the system from other sources， above 4 were with statistical significance （P＜0.05）. Meanwhile， overall attitude scores （higher score means higher recognition） of 205 pharmaceutical marketers were （58.76±12.84） with average score rate of 69.13％； the score of pharmaceutical marketers who learned about the system from media reports was significantly lower than other pathways， the score of pharmaceutical marketers who had received training was significantly higher than those who hadn’t， the score of pharmaceutical marketers in the enterprises where formulated countermeasure plans was significantly higher than those in the enterprises where hadn’t formulated， above 3 were with statistical significance （P＜0.05）. The knowledge level of Guiyang pharmaceutical marketers on the registration system of medical representatives needs to be improved. The marketers generally took positive attitude towards the policy， and believed that medical institutions， pharmaceutical companies and medical representatives would benefit from it. To promote the construction of pharmaceutical marketing compliance， medical institutions， pharmaceutical companies and pharmaceutical marketers should take the initiative to cooperate with the formulation and implementation of medical representative registration system. |
| 期刊： | 2019年第30卷第17期 |
| 作者： | 李端，汤磊，何迅，杨星，伍红艳，常悦，周戈耀 |
| AUTHORS： | LI Duan，TANG Lei，HE Xun，YANG Xing，WU Hongyan，CHANG Yue，ZHOU Geyao |
| 关键字： | 贵阳市；医药营销人员；医药代表备案制；知晓；态度；调查研究 |
| KEYWORDS： | Guiyang city； Pharmaceutical marketer； Medical representative registration system； Awareness； Attitude； Investigation and research |
| 阅读数： | 323 次 |
| 本月下载数： | 3 次 |
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