| 摘要註: |
藥物的研發通常需耗費相當大的資本及長時間的投入,因此,原開發藥廠便可取得一段時間內之專利及獨家販售權,其用意在於鼓勵持續投資研發,以治療疾病。學名藥便是在原廠藥專利到期後,任何人或藥廠只要能製造出「相同療效」,「相同生體相等性」之同成分藥物,經主管機關核可,便可上市。本研究主要在於探討處方藥在專利過期後之行銷策略不同是否對銷售會有不同之影響。以國內降血脂血壓藥品市場中市占率最高之P藥廠為例,深入探討其在專利過期後所採行不同品牌之行銷策略,透過與南部醫學中心之臨床醫師及單位主管,行政單位(藥局) 深度訪談,據此進而比較不同院所之策略發展過程、關鍵決定因素及行銷組合之異同,並藉由IMS(寰宇藥品資料管理股份有限公司) Health data 來比較其銷售狀況,驗證不同行銷策略對降血壓血脂藥品銷售之影響。經本研究深度探討獲得以下幾項結論:1.受訪醫療從業人員均一致肯定原廠藥之品質、穩定度、療效、副作用絕對優於學名藥,且醫師對於學名藥之臨床療效不具信心,若是基於醫療品質則必定首選原廠藥,但礙於健保及醫療成本等因素考量,醫院之選擇往往會迫於現實狀況2.一般醫師非常肯定原廠之專業研發與創新問題解決的態度與能力,醫師會參考有臨床佐證之文獻來選擇如何給予患者治療,學名藥不具實證醫學,只能以BA/BE(身體可用率/身體相等率)及競價來爭取醫院採購.3.對於原廠藥行銷策略之建議原廠藥過專利期後可適度降低價格以保持一定的競爭力,但應更加強過專利期後新藥之研發工作與醫療相關人員之學術再教育,開拓新市場,爭取新適應症及自費市場. The development of drugs usually takes a considerable investment of capital and time; therefore the research-based pharmaceutical company will obtain the patent and the exclusivity for selling. This is intent to encourage continuous investment on the development of new medications to against disease. When patent expired, any entity can produce and launch the same therapeutic effect with same bioequivalence of drugs with the active ingredients, under the competent authority for approval which were called generics. This research is aim to investigate how different marketing strategies will impact to the sales performance when prescription drug after loss of exclusivity. We choose company P who's the marketing leader for antidyslipidemic and antihypertensive market as the subject, to discover different marketing strategy by brand, and took depth interview with physician, administrator, pharmacist from a Medical center in south of Taiwan, tocompare the development fo strategies, key determines and marketing mixes, as well as utilize IMS data to check the sales performance for examinant the impact on sales performance. The conclusions are as following findings: 1.All Respondents were unanimously endorsed by the quality, stability, efficacy, and side effects of the originator's product which was better than generics. Physician has low confidence with generics especially on clinical efficacy. Based on the quality of care they will prefer the originators, but regarding to National Isurance expenditure and the cost of msdication, they will forced to accept on another option. 2.Physician has recognized the professionalism of R&D, innovation, and ability to on problem solving of Originators. Physician will refer to the evidence-based literature to deicide the treatment to patients. But generics has no evidence, so they tend to use BA/BE data and pricing competition for attracting the hospital procument.3. Recommendations for originator's marketing strategy: not only offering a modified lower price to keep the competitiveness, but also need to strengthen R&D for new pipeline, medical continue education refreshment for all professionals, as well as expand to new market such as new indication or self-payment market. |