医药代表生存现状考察及管理对策

【作者】 丁勇；

【导师】 耿修林；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士

【摘要】 医药代表是医学药学发展过程中的必然产物,曾经为医生和药品生产企业乃至患者之间的沟通交流搭建了一个重要桥梁,他们引入新药,传播先进药学知识,搭建各种学术平台,帮助医生更加合理的用药,他们收集药物的不良反应,为医学药学的发展做出了巨大的贡献。三十年前,最早的一批医药代表被外资企业引入中国,但近些年,医药代表的提及多半伴随着负面词汇,商业贿赂,抬高药价等,社会上谈医药代表色变,各地医院更是对医药代表大开红灯,医药代表不得入内,禁止医药销售人员进入等字样比比皆是,这才过了三十年,这个行业的口碑怎么发生了如此大的转变,现实中的医药代表究竟是怎样的一群人,他们是问题的导火索还是替罪羊,这个行业应该如何调整,随着医保改革逐渐进入深水区,这都是我们要面临的现实问题。本文就是站在这样的立足点,希望可以找到问题的原因所在,这样,我们既能帮助人们客观的认识这个行业,又能很大程度上保护了这个行业内百万人的工作,使得医药代表这个行业能够健康有序的发展下去。这篇文章首先从为什么选择这个主题的背景出发,描述了这个行业所承受的负面新闻和来自社会方方面面的压力;接着通过对于这个职业的剖析以及来自国家职业大典的官方定义,诠释了什么是真正的医药代表;通过对医药代表的工作职能的解读,将医药代表与药品经销商做了明确的区分;然后通过设计问卷,发放问卷,整理数据,在江苏境内完成了 13个地级市近千人的问卷调查;通过对于调研者自然属性的描述,对现有的医药代表群体的年龄、性别、学历、工作年限、收入水平、专业背景、有无上岗资格认证等做了统计;通过对于样本数据的分析,解读了医药代表们自身的职业认知与工作感受,医药代表与医院以及科室的关系,医药代表的考核方式,医药代表的合理诉求以及展望等四方面信息,从中得出一些共性的结论;再结合管理学中的角色理论和激励理论,提出了应该从明确角色定位,规范自身职业操守,增大医药代表协会的帮助,改变现有医药代表考核方式这四方面共同努力,一起推动医药代表这个行业朝着更加规范,职业的方面发展。更多还原

【Abstract】 Medical representatives are the inevitable product in the process of the medical and pharmaceutical development.They have built an important bridge for the communication between doctors and drug manufacturers and even patients.They introduce new drugs,spread advanced pharmaceutical knowledge,construct platform for various academic,help doctors make more reasonable choices for drugs,they collect adverse drug reactions and make great contribution to the development of medicine.Thirty years ago,the first batch of medical representatives were introduced into China by foreign capital enterprises,but in recent years,medical representatives were mentioned mostly associated with negative words,commercial bribery,pushing up medicine prices and so on.When people talk about them,they always say "NO",and the hospitals also show big stop,"medical representatives can’t go in" "medical representatives shall be prohibited" such as around.It’s only thirty years later,how the word of mouth of the industry has changed so much,how the medical representative work in the real life,are they the fuse of the problem or the scapegoat?How the industry should be adjusted.With the health care reform gradually into the deep water area,this is the realistic problem we have to face.This article is standing on such a foothold,hoping to find the cause of the problem.In this way,we can not only help people to understand the industry objectively,but also protect the work of million people within the industry to a large extent,so that medical representatives can be healthy and orderly development.This article starts from the background of why this topic is chosen,then describes the negative news and pressure from all aspects of the society.Then,through the analysis of this profession and the official definition from the national professional dictionary,it tells us what the true medical representative is.Through the interpretation of the medical representative’s work function,it makes a clear distinction between the medical representative and the drug dealer;then through designing and distributing the questionnaire,collecting the data,a questionnaire survey of nearly 1,000 people was completed in 13 prefecture-level cities in jiangsu province.By describing the natural attributes of the investigators,the existing medical representative groups of age,gender,education,working years,income level,professional background,qualification certification have made statistics;according to the analysis of the sample data,this paper interprets the professional cognition and work experience of the medical representatives,the relationship among the medical representatives and the hospital and the department,the assessment mode of the medical representatives,the rational demands and the prospect of the medical representatives,then draws some common conclusions from it;coupled with the role theories and motivation theories from management,to promote the medical representatives industry towards a more standardized,professional direction,four aspects should be making joint efforts such as a clear role orientation,the standardization of their own professional ethics,increasing the help of the medical representative association,changing the existing methods of evaluation.更多还原