醫師根據病人的臨床症狀及其經驗來決定開處方；然而病人本身才是真正的服藥人與繳費者。這樣的所謂「第三者代購人」的行為，使得醫師在藥品的採購過程中扮演著一相當獨特且多重角色。連帶地促成藥廠對處方藥的促銷對象是醫療院所的醫師，而非實際使用藥物的消費者。對藥商而言，為能推展其產品，總是想辦法以不同的促銷方式來吸引醫師使用其藥品，可是醫師對藥商促銷活動的看法及參與情形，到底如何？影響醫師在選擇藥物的考慮因素又是怎樣？這些都是引起本研究有興趣想去探討與瞭解的。
因此本研究的目的是要探討不同的醫師特質對醫師對促銷活動的看法與參與及對藥物的考慮因素的影響？其次探討醫師對促銷活動的看法，是否會影響醫師對其藥物的選擇？第三探討醫師對促銷活動的參與，是否會影響醫師對其藥物的選擇？第四探討醫師對藥物的考慮因素，是否會影響醫師對其藥物的選擇？
本研究採取設計問卷調查方式，經由訪員實地拜訪醫師，總共收回有效問卷180份。利用統計方法的驗證後得到本研究的結論如下：(一)、從醫師的特質(年齡、醫院層級、科別、執業年資與職務等)，結果證明醫師對促銷活動的看法並無差異。(二)、熱衷聯誼活動與研討會且贈品與樣品使用頻率高的醫師特質包括：25 ~40歲、醫學中心、心臟內科、1~5 年執業年資與醫院層級的醫師。(三)、除科別外，其餘特質的醫師存在差異。而在乎健保價、藥物成本、療效與安全性的特質之醫師包括：41歲、開業醫診所、1~5年或20年以上執業年資、主任以上醫師及診所負責人。(四)、醫師對促銷活動的看法對藥物選擇呈現反面的顯著；反而醫師對藥商活動的參與及醫藥代表互動呈現對藥物選擇的影響；在醫師對藥物的考慮因素對藥物選擇並無顯著影響。最後，本研究建議業者提供多樣選擇的促銷活動組合給41 歲以上的醫師與診所負責人，以擴大促銷活動效果；並且提昇醫藥代表的專業性，落實醫藥素質的成長。

The physicians write out the prescription according to the symptoms of patients and the physicians’ experiences. However the patients are the ones who take medicine and pay the bill. Because of this behavior, so-called “Surrogate Shopper”, it makes the role of the physician become even more unique and multiple in the course of the purchasing. It also causes the pharmaceutical companies to promote the medicines to the physicians rather than the patients, real consumer. In order to promote their products, pharmaceutical companies always develop different promotion programs to attract physicians. How do the physicians treat these promotion programs by pharmaceutical companies？ And how much do they get involved? What are the consideration factors of the physician when choosing the medicine？These are the reasons that interest us and this research tries to explore and find out.

Therefore, the purposes of this research are firstly to explore how the opinions of the different physicians with different characters for the promotion programs and their participation as well as the influences on the consideration factors to the medicine. Secondly, it explores whether the opinions of the physicians for the promotion programs will affect how the physicians choose the medicines. Thirdly, it explores whether the physicians’ participation in the promotion programs will affect how the physicians choose the medicines. Finally, it explores whether the consideration factors of the physicians will affect how the physicians choose the medicines.

This research adopted questionnaire survey and the interviewers were sent to interview the physicians. The total valid questionnaires are 180. The conclusion of this research that was verified with SPSS method are as following：1. Based on the characters of the physicians (age, hospital level, specialty, time of running the clinic & title), it was found that there is no significant difference on the opinions of the physicians for promotion programs. 2. The physician characters which interest in the social activities and symposium and have high frequency of using gift and sample include the age of 25~40 year, medical center, cardiovascular department, running a clinic for 1~5 years and the physicians of the hospitals. 3. Except for the specialty, it does have differences on other characters. The physician who care about NHI cost, medicine cost, curative effect and security include: age of 41, having the clinic, running the clinic for 1~5 years or over 20 years, physicians with titles higher than Director, and the owner of the clinic. 4. It appears remarkable negative difference on the opinions of physicians for promotion program to the choice of the medicines. Contrarily, the participation of the physicians in the activities held by the pharmaceutical companies and the interactions between the physicians and the representatives cause the influences on the choice of the medicines. The consideration factors of the physicians for the medicines don’t make significant influences when choosing the medicines. Finally, this research suggests pharmaceutical companies provide more promotion programs for the physicians at the age of 41 or older and owner of clinic to choose. It can expand the effect of the promotion programs and improve the specialty of the medical representatives as well as the quality of the physicians and pharmaceutical industry.

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