医生获取到医学信息的渠道会从侧面影响医生的用药决定和处方决定。与此同时，医
生的处方行为涉及到医疗费用的控制、医药资源的利用、医疗服务管理，这些已经成
为影响各类医疗关系的重要基础与关键环节。
在互联网兴起的时代，许多制药公司希望通过网络营销来增加销售业绩，但是医
药行业的背景与其他行业稍有不同。首先在国外处方药可以通过药房和医院同时销售，
但在中国处方药只能通过医院销售，这样医生的处方行为对药品的销售业绩有着直接
或者间接的影响。其次，在中国医药网站的资源少之又少，这就造成了医生想要获取
医学信息的渠道很狭隘，医生对医学信息知识的渴求也促使 A 制药公司搭建在线网
站。这一平台不仅提供医药资源信息，也方便医生与医生，医生与患者在线交流。麦
肯锡调研报告指出，仅销售代表拜访医院和医生的话，只能完成 31%的销售预期;通
过销售代表拜访和网站营销结合，可以达到 40%的销售预期。不仅如此，在没有产生
额外费用的情况下还能扩大医生的覆盖面。
A 制药公司 NEXUS 平台在国外已经有使用的案例。本文通过文献研究法，经验
总结法等研究方法对中国医学网站的现状做出分析研究，并且指出了中国医学网站所
存在的问题。经研究发现越来越多的中国医生使用互联网寻求医药资源，这使得推广
NEXUS 医药信息平台变得具有可行性。而且研究还发现高达 82%的医生觉得自己的
处方行为受到了医疗信息的影响，这对 A 制药公司根据中国的国情以及中国制药企
业的大环境来推广这一平台，也是一个好消息。
本论文通过对整个医药行业环境的分析以及医生处方行为的剖析，从深层次上揭
示产生医药资源需求的内在机理，为 A 制药企业制订正确的在线网站营销策略提供
了充分的资源，并为 A 制药企业制定了有针对性的在线网站营销策略，从而能帮助 A
制药公司拓宽营销模式。
关键字：医生处方行为,Enterprise 2.0, 网络营销
III
Abstract
With the development of digital and information, use of digital and social media
channels has been transformed. More and more physicians are browsing the web to find
medical resources. In additional, physicians prefer to connect with an online community of
their colleagues/pharmaceutical companies/patients to obtain more medical information.
Physicians&39; online behavior will affect the decision of prescription. And the prescription is
related to medical cost control, using of medical resource, management in the healthy
services which is the key points that affect the relationship of internal medicine.
With the rise of Internet, a lot of pharmaceutical companies want to increase sales
revenue through Internet market strategy. But pharmaceutical industry is quite different
from the other industry. First of all, OTC medicine can be sold in hospital and pharmacy in
the other countries while in China it is only sold in hospital. So that doctor’s prescription
behavior will somehow affect sales revenue. Second, the resource of pharmaceutical
websites is limited and it’s not easy for doctors to gain medical information. A
pharmaceutical company decided to set up the online website because doctors would like
to have more medical information resource from Internet. The platform not only provides
medical information but also a channel for doctors to do online communication. McKinsey
Research Report pointed out that with only sales reps, 30% sales target can be completed
but combined with sales reps and website marketing, sales revenue can reach 40% of the
target and cover more doctors without extra cost.
A pharmaceutical company has established platform (NEXUS platform) and it has
been used abroad. The thesis analyze the current situation of Chinese medical web site by
literature research, lessons learned research methods and pointing out the problems of the
Chinese medical website. The study found that more and more Chinese doctors use the
Internet to find medical resources, which makes the implement of NEXUS medical
information platform becomes feasible. And study also found that up to 82% of physicians
feel that their prescribing behavior has been influenced by the web site which is a good
news to A pharmaceutical company to implement NEXUS.The article will do research and analyze
this case to help A pharmaceutical company
with the online website marketing strategy and broaden A pharmaceutical company’s
business model.
Key words: Prescription behavior, Enterprise 2.0, Internet marketing strategy
第 1 章 绪论
1.1 研究背景
中国经济发展迅速，将作为最重要的新兴市场之一，中国继续为制药行业提供新
的机会以使更多患者从中获益。到 2012 年，中国将跻身世界医药市场前三甲，销售
额约为 430 亿美元。在中国发展和扩张策略成就了 A 制药公司今天的辉煌，使 A 制
药公司取得了傲人的销售业绩。A 制药公司在中国处方药市场是最大的跨国制药公司。
伴随着医生对于互联网的需求日益增加，A 制药公司希望可以构建数字化的平台为专
业人士提供医学信息服务，帮助 A 制药公司拓宽营销模式。
本文研究中的医生是指具有相关行医执业资格的临床医生。医生处方（Doctors’
Prescription）是指医生在疾病诊断过程中行使自己权利的一种方式。按照一定要求书
写，并由医生签署后，供药师调配药物以用于病患的疾病治疗。它是医生在对患者的
病情了解，认识，判断以后做出的结论，往往具有一定的法律、技术和经济责任。
医生处方行为是从患者的疾病治疗需求出发，在一定的规范管理下形成适用于相
应患者的治疗方案，为患者选择适合的药品，最终形成药品处方。医生处方行为的过
程不仅受到处方要求影响，还受到疾病因素，药物因素以及医生本身的主观因素乃至
病患的因素影响。图 1.1 清晰表达了上述因素之间的关系：
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