| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 103 === Following with the phenomenon of population again, Taiwan now has been in the aging era. BPH (Benign prostatic hyperplasia) is a type of senile disease. According to epidemiology, males who are over fifty years old tend to have higher opportunities in getting BPH. Therefore, the number of BPH patients also increases in Taiwan owing to the increased aging population. Because BPH is a type of aging illness, most of patients are not positively treating this disease. That is why most of patients are found being quite severe in BPH symptom when being sent to the hospital for treatment. Treatment methods of BPH can be medical and operational. The evolution of pharmacotherapy has made the patients from taking two types of medicines one day to taking a one medicine once a day. Medical marketing is just different from marketing of normal goods. Selling of medical goods has lots of restrictions sourcing from IRPMA (International Research-Based Pharmaceutical Manufacturers Association), as well as guidelines, benefits and policies of National Health Insurance which are also the critically influential factor for medical marketing. This study takes A medicine as the research objects and collects information of BPH treatment cases in Taiwan market to induce and organize the relevant marketing strategies in order to explore marketing strategies of A medicine under the restrictive guidelines of National Health Insurance system, so that A medicine can continuously develop in such a competitive market environment
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