The Study on IMC Practice in Pharmaceutical Industry:An Example of the Self-pay IOL Promotion of Pharmaceutical A

• Main Authors: Chang-Chung Chu, 朱昶仲
• Other Authors: An-Chi Hsu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/19284518921434211601

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === From the lifting of Marital Law in Taiwan 20 years ago until the liberalization of the media began, the main function of public relations had been assisting enterprises in establishing brand images and maintaining media relations. As time went by, Taiwan’s political and economic and media environments underwent changes and diversification. At the same time, in response to market demand, public relations companies offering varied services were set up in rapid succession, and competition intensified. Public relations agencies offering only one type of service could no longer fulfill the needs of customers, thus Taiwan’s public relations environment gradually moved toward the integration of diversified services. From a focus on the simple needs of media relations extended to various industries according to professional development of marketing communications such as technology public relations, boutique public relations, political public relations, medical public relations, marketing public relations, advertising public relations, and event public relations. Comprehensive public relations services unceasingly expanded and integrated in order to meet customer demand. The development of Integrated Marketing Communication; IMC gradually took form according to market demand, and it gradually became a topic of wide discussion in public relations, marketing, and communications related fields. In actuality, the implementations have become an inseparable part of marketing and communication strategies for many enterprises. The same stands true for the strictly regulated medical industry. However, the history of IMC is shorter than that of public relations and marketing communication, the overall perception of IMC, according to practical operators, is the key to maximizing efficiency. In this paper, insight was gained into Taiwanese foreign pharmaceutical companies’ marketing and public relations personnel’s perceptions and opinions of IMC and the practical operations of medical marketing and the promotion of public relations. Through the discussion of the two, important indicator messages were obtained to confirm differences and assist the personnel acting in public relation roles in effective IMC engagement, thereby achieving maximized benefits in practical operations. Through viewing public relations and IMC related literature, research background, motivation, purpose, and problems were described. Secondly, literature review and discussion were conducted in this study. Additionally, through the research questions and in-depth interviews, an exploratory study was conducted, which aimed to understand whether the decision maker and implementer held consistent perceptions. Then, the research subject was analyzed and the findings were expounded to obtain the pharmaceutical company public relations personnel’s perception of IMC and its actual operation. Further, the correlation and interaction between the two were found. Finally, the conclusions and follow-up recommendations were put forward.