Decision model to support promotion of prescription medicine

V magistrskem delu obravnavamo proces promocije zdravil na recept s posebnim poudarkom na modeliranju ustreznega znanja v ta namen. Analizirali smo dejavnike pristopa k promociji zdravil pri zdravnikih. Med njimi smo izvedli anketo in jo analizirali v računalniškem programu DEXi. Anketna vprašanja smo pripravili na osnovi dosedanjega dela strokovnih sodelavcev. Vprašanja so oblikovana tako, da imajo odgovori nadaljnjo uporabno vrednost. Analiza rezultatov je pokazala, da zdravniki pogosteje predpišejo generično zdravilo slovenskega porekla kot pa originalno zdravilo. Zelo pomemben dejavnik, ki vpliva na predpisovalne navade zdravnikov, je tudi omogočanje različnih oblik izobraževanja za zdravnike. Ravno tako sta za prepričljiv pristop strokovnega sodelavca pomembna dobro razvit občutek za delo z ljudmi in intuicija. Zdravniki se tudi pogosteje odločajo za predpisovanje novega zdravila pri novih bolnikih in veliko manj pri že obstoječih. Za pomembne dejavnike, ki vplivajo na predpisovalne navade zdravnikov, so se izkazali tudi boljše zdravnikovo poznavanje specifičnega področja medicine, povezovanje strokovnega sodelavca s podjetjem, iz katerega prihaja, kontinuiteta strokovnega sodelavca, varnost zdravil in lastne izkušnje zdravnikov s posameznim zdravilom. Dobljeni rezultati imajo poleg osnovne vrednosti še dodano vrednost, saj so v nalogi izpostavljeni še drugi dejavniki, ki so lahko dobra osnova za delo na področju marketinga ter izvajanja izobraževalnih procesov za strokovne sodelavce.This research is about knowledge management of medical prescribed drugs. The focus is on modeling appropriate skills for the purpose of drug promotion. Analyses on the approach factors for the promotion of drugs to the doctors were made. We have conducted a survey that was analyzed with a DEX-i software. Survey questions were developed based upon previous experiences of working in the field and were designed to contribute useful and valuable answers. Results have shown, that doctors prescribe generic medicine Slovenian origin more often than the original drug. Very important factor is also organization of different types of educational seminars for the doctors. For persuasive representation of the promoter a well-developed sense of working with people and intuition is of high importance. Doctors decide for the prescription of new drugs to the new coming patients more often than to the patients to which drugs have already been prescribed. Other important factors are also doctor’s knowledge of a specific field of medicine, connection of the promoter with the home company, continuity of the promoter, safety of drugs and doctors experiences with a specific drug. Obtained results present valuable information also by emphasizing several aspects, which might be evaluated in the field of marketing or implemented into the educational system for professional staff- promoters