| 摘要: | 本研究旨在探討台灣外商藥廠醫藥代表在數位轉型與醫療體系變革下,所需具備
的核心職能能力、人格特質與市場應對策略。隨著醫藥產業法規日益嚴格、醫師決策
趨於專業化與複雜化,醫藥代表的角色已從單純的產品推廣者,轉變為具備臨床知
識、策略思維與數據解讀能力的整合型人才。本研究採質性研究,透過十餘位外商藥
廠醫藥代表的深度訪談與五大人格測評,結合 KSA 模型、冰山職能模型、TTQS 訓練
架構與大五人格理論,進行系統性分析。本研究發現,高績效醫藥代表通常具備高度
責任感、外向性與開放性,能有效面對臨床需求與市場挑戰;企業則可透過 TTQS 導
入精準訓練模組,強化職能發展與策略實踐。針對研究結果,本研究提出管理意涵與
未來研究之建議。;This study explores the core competencies, personality traits, and strategic responses
required of medical representatives (MRs) in multinational pharmaceutical companies
operating in Taiwan, amidst industry digitalization and evolving healthcare systems. As
regulatory standards intensify and clinical decision-making becomes increasingly complex,
the role of MRs has shifted from traditional product promoters to integrated professionals
possessing clinical knowledge, strategic communication skills, and data interpretation
abilities. Adopting the qualitative research approach, the study conducts in-depth interviews
and the Big-Five personality assessment with medical representatives. Drawing on the KSA
model, the iceberg competency framework, the talent quality-management system (TTQS),
and the Big-Five model, the findings indicate that high-performing MRs exhibit a higher level
of conscientiousness, extraversion, and openness—traits that enhance their adaptability and
clinical influence. Drawn on the findings, managerial implications on training programs and
competency-based talent development strategies are proposed and suggestions for future
research are thus discussed. |
