Since 1993, the Information Bureau has opened up the application for establishing radio channels. Due to the constant impact of the establishment of radio stations and the evolution of new technology, the broadcasting industry also started to change the previous operation strategies in order to meet the challenges, and the radio stations focusing on the exposing of information of medicines and health product were therefore generated . This kind of radio stations have gradually developed their operational planning, including market positioning, marketing strategy, and friendly interaction with the audience.
The present study aims at investigating the strategies of the radio stations with respect to their exposing of information of medicines and health product. Through an in-depth interview with the operators of six radio stations in the north, central and south regions, the study analyzed these radio stations’ operating strategies and program planning and their relationships with the drug agents as well as their opinions about the laws and regulations related to the exposing of information of medicines and health product. Lastly, the study collated the business models and some recommendations for the future studies.
According to the research results , for the radio stations focusing on the exposing of information of medicines and health product, the target audience is mainly composed of middle-aged and elderly people. In their programs, there are usually the shows of call-in and karaoke on the air to create a more friendly interaction with the listeners. As to the workflow of the marketing of medicines and health product, there is also a set of established modes of operation. Most radio station operators are also drug agents. As a result, they can bring more revenue to their radio stations and also strengthen the control of the products. This kind of radio stations often faces the difficulty of the risk of breaking the law. Therefore, it needs to maintain the balance between the industry and the laws in order to build consensus and create a common business model.
