ส่วนประสมการตลาดที่มีผลต่อแพทย์โรคทางเดินหายใจ ในการเลือกยาในกลุ่มยารักษาโรคปอดอุดกั้นเรื้อรัง

Abstract

This independent study aimed to examine marketing mix affecting pulmonologists towards selecting medicine in chronic obstructive pulmonary disease drug group. Data were gathered by the specific method. Questionnaires were distributed, according to the purposive sampling, to 267 pulmonologists of state and private hospitals in Thailand who directly involved in the selection of medicine in chronic obstructive pulmonary disease drug group. Data obtained were, then, analyzed by the descriptive statistics: i.e. frequency, mean of a frequency distribution table, and standard deviation, and the inferential statistics of the importance of marketing mix affecting pulmonologists towards selecting medicine in chronic obstructive pulmonary disease drug group. The findings revealed that most respondents were male in the age between 36-40 years old. They worked at 401-800 bed-provincial hospitals as the specialist in Pulmonary Medicine. In a week, there were around 11-50 patients receiving treatment and being prescribed the inhaled drugs, enlisted in both National List of Essential Drugs and Non- Essential Drug List. The medicine in chronic obstructive pulmonary disease drug group that they selected for their patients with chronic obstructive pulmonary disease were Inhaled Corticosteroid (ICS) + Long Acting Beta 2 Agonist (LABA). Device for inhaled medications was the Metered Dose Inhaler (MDI). Priorities in selecting medicines for the chronic obstructive pulmonary disease patient were as follows: Long Acting Muscarinic Antagonist (LAMA); Long Acting Muscarinic Antagonist (LAMA) + Long Acting Beta 2 Agonist (LABA); Inhaled Corticosteroid (ICS) + Long Acting Beta 2 Agonist (LABA); Triple Therapy (ICS + LABA + LAMA); and Short Acting Bronchodilators, respectively. The findings also presented that the three marketing mix factors namely product, price, and place were very important for the respondents; while promotion factor was important. Product factor received the highest mean score and the most important element was the efficiency of drug in reducing the recurrence of the disease as well as reducing level of mortality, according to researches. In price factor, the most important element was the drug being enlisted in the National List of Essential Drugs. In place factor, the most important element was the continuous availability of drugs without shortage. In promotion factor, the most important element was the medical representative who had adequate knowledge about the products and could provide accurate and clear instruction. When classifying the respondents according to their specialists, the results presented that the pulmonologist respondents gave their first priority to the Long Acting Muscarinic Antagonist (LAMA); and Inhaled Corticosteroid (ICS) + Long Acting Beta 2 Agonist (LABA) for their chronic obstructive pulmonary disease patients. They rated product as the most important marketing mix factor and the element with the highest mean score was the efficiency of drug in reducing the recurrence of the disease as well as reducing level of mortality, according to researches. For general internist respondents, they gave their first priority to the Short Acting Bronchodilators for their chronic obstructive pulmonary disease patients. They also rated product as the most important marketing mix factor and the element with the highest mean score was the efficiency of drug in reducing the recurrence of the disease as well as reducing level of mortality, according to researches. Results of the hypothesis testing at 0.05 level of significance by Chi-Square pointed out that the different groups of specialists were not correlated with the selection of medicine for chronic obstructive pulmonary disease patients. In the meanwhile, results of the hypothesis testing at 0.05 level of significance by T-test showed that at the 0.05 level of significance, difference between marketing mix factors were not observed.