贵阳市医药营销人员对医药代表备案制知晓情况及影响因素分析

Analyzing The Pharmaceutical Marketers’ Awareness of Medical Representative Registration System in Guiyang City and Its Influencing Factors

目的:了解贵阳市医药营销人员对医药代表备案制的知晓情况并分析其影响因素,提出相关建议。方法:采用分层随机抽样,自行设计问卷对贵阳市六城区医药营销人员进行调研,采用logistic回归分析影响因素。结果:205名医药营销人员对医药代表备案制的总体知晓率为70.7%,logistic回归分析显示来自制药企业、从事处方药推广和通过媒体途径知悉的被调研人员的知晓率更高。结论:医药企业和医药营销人员应主动配合医药代表备案制的制定和实施,增强专业化的学术推广能力培养,促进医药营销合规化建设。

Objective To study the pharmaceutical marketers’ awareness of medical representative registration system in Guiyang City and its influencing factors, and put forward relevant suggestions. Methods The pharmaceutical marketers were chosen from six districts of Guiyang City with stratified random sampling, and surveyed with self-designed questionnaire. The influencing factors were analyzed with logistic regression. Results The overall awareness rate of 205 pharmaceutical marketers on medical representative registration system was 70.7%. The logistic regression analysis showed that pharmaceutical marketers who were from pharmaceutical companies, who were engaging in promotion of prescription drugs, and who noticed the policy from media had better awareness. Conclusion Pharmaceutical enterprises and pharmaceutical marketers should actively strengthen the training of specialized academic promotion capabilities, and promote the construction of pharmaceutical marketing compliance according to the policy.