本個案研究藉由共五項藥物（個案）進行訪談，在研究分析後提出解釋與觀察。分析各個關鍵因素來歸納出專利藥品到期過後影響處方因素，能提供原廠品牌藥商面臨專利到期過後在台灣面對市場競爭時提供行銷策略之參考。;When brand-name drugs go off patent, a price competition usually occurs in Biotechnology & Pharmaceutical Industries. This competition is caused by generic drugs when they are available on the market, resulting in a substantial loss of revenue of brand-name drugs. The price competition is extremely common in foreign markets. This phenomenon is called the “patent cliff”. Therefore, brand-name manufacturers must take corresponding measures in advance to prevent the patent cliff from happening so as to protect company operations against the challenge brought by patent expirations. However, the situation varies in the Taiwanese market because of the NHI system and various types of health care systems; not all off-patent drugs end up with the same fate. This case study discussed five drugs produced by a well-known pharmaceutical firm in the United States, and each drug is the leading brand in its treatment field. The case study is aimed at exploring the reason why some of the drugs that go off-patent still maintain market share as a leading brand in Taiwan, but the rest of the off-patent drugs are affected by generic competition. This case study was conducted through interviews centering around the five drugs (cases). Explanation and observations were elaborated after the research analysis. Factors that affect the prescription of off-patent brand-name drugs were concluded after analyzing each critical factor. The findings of this case study could serve as a reference for marketing strategies that brand-name manufacturers who face patent expirations could take to address market competition in Taiwan.
