專利到期影響醫師處方因素之研究─以美商在台分公司之藥品為例

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题名:	專利到期影響醫師處方因素之研究─以美商在台分公司之藥品為例
作者:	徐煒志;Hsu, Wei-Chih
贡献者:	高階主管企管碩士班
关键词:	專利懸崖;價格競爭;patent cliff;price competition
日期:	2020-05-15
上传时间:	2020-06-05 17:23:55 (UTC+8)
出版者:	國立中央大學
摘要:	在生技醫藥產業裡常常可以看見原廠藥品專利到期過後，學名藥品進入市場產生價格競爭的狀況，在價格競爭的影響之下，原廠藥品營業額劇烈下滑，在國外市場這樣的情況更為常見；一般這樣的現象稱之為”專利懸崖“，因此原開發藥廠必須提早採取對應的策略以因應這樣的情況發生，避免專利到期過後公司的營運受到影響。但在國內的市場因為健保制度下的不同和國內各個醫療體系型態的不同而有所不同，並非每一個原廠專利藥品到期過後都有著相同的命運。個案公司為美國知名藥廠，個案的五項藥品在不同治療領域上都是該藥品裡的領導品牌，這個個案研究主要探討的問題是在台灣這些藥品面臨專利到期過後為何有些藥品仍然可以維持市場領先地位，有些藥品則受到學名藥品的競爭導致市場佔有率大受影響。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.
显示于类别:	[高階主管企管（EMBA）碩士班] 博碩士論文

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