Medical Media: Industrial Impact and Development Strategy Abstract Medical Media plays a very crucial role in the pharmaceutical industry nowadays. It is particularly important to explore the development of Medical Media theoretically and practically. This study is based on the concept of Medical Media, which involves a series of studies such as the impact of Medical Media in pharmaceutical industry, external and internal environment for medical media policy, and the development of Medical Media. It views that the Chinese medical media, which transfers the medical information from sender to audience, is a carrier and a channel, and affects the pharmaceutical industry through pharmaceutical companies, R & D institutions and consumers. However, there are many loopholes in medical media management for the relevant laws and regulations are limited on information dissemination, management of Medical Media hasn't been separated from mass media, and management functions has been restricted. The management system of Chinese medical media now is far behind the growth of Chinese medical media itself. In addition, the current development of Chinese medical media is facing challenges such as trade-off between popularization and specialization, sub-specialization, and the development of medical product in China is faster than the scaled development. From the analysis above, this study raised that Chinese Medical Media should focus on the collectivized business, specialized division of labor, and improvement of working quality. It recommends the combination of medical products, establishment II

澳門大學碩士學位論文 醫藥傳媒:行業影響及發展策略 摘要 由於社會各界對醫藥資訊的需求日益增加, 醫藥傳媒隨我國傳媒業進入飛速 發展的“快車道”。並且醫藥傳媒對醫藥產業的發展起到了關鍵的作用。因此 從理論聯繫實際的角度探討醫藥傳媒現在和未來的發展尤為重要。 本研究針對醫藥傳 媒基本概念、對制藥業的影響、醫藥傳媒發展的外部政策環境內部發展現狀 及醫藥傳媒的發展建議展開了一系列的研究。通過分析,本文認為醫藥傳媒是將 醫藥訊息從信源傳遞到受眾的載體和管道,它不僅為社會大眾瞭解醫藥行業、醫 藥知識和醫藥政策提供視窗和途徑,也為醫藥行業與社會提供了溝通的平臺。它 能夠通過對制藥企業、研發機構和消費者三個方面對制藥產業競爭力產生影響。 制藥產業相關的三方只有與醫藥傳媒建立更良好的關係管道才能將自己的利益 最大化。 在對醫藥傳媒的管理方面,因缺少除醫藥廣告之外的資訊發佈規範以及對其 法律法規的限制除醫藥網站之外的缺少其他醫藥傳媒的從大眾傳媒中分離出來 單獨管理方式和政策管理部門多職能劃分的限制等原因導致了醫藥傳媒的管理 出現漏洞。 當前中國醫藥傳媒總體趨勢為數量上高速增長 但管理的制度卻遠遠跟不上 醫藥傳媒本身的發展速度。另外,目前我國醫藥傳媒發展中還存在專業化和大眾 化的權衡、專業化細分、單項產品發展較快但整體規模化進程不夠等問題。 通過以上分析本研究提出中國醫藥傳媒的未來發展路徑應該重點開展將醫 藥傳媒集團化經營、專業化分工、提高醫藥傳媒素養等方面的工作。建議將醫藥 傳媒產品組合並建立醫藥傳媒集團、對其專業化細分並進行受眾定位,給與受眾 需要的醫藥資訊、設立資訊評價和回饋的機制以確保醫藥資訊的高品質。 關鍵字:醫藥傳媒、制藥產業、產業競爭力 IV