The Marketing Strategy of Generic Medicines in Taiwan,under the Global Budgets of the BNHI –Using Statin as an example

• Main Authors: Shih-Jing Hsiao, 蕭詩婧
• Other Authors: Guang-Yang Yang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/26045520162817995273

碩士 === 國立陽明大學 === 醫務管理研究所 === 93 === Abstract Recently, healthcare costs in every country keep increasing. Thus, governments are encouraging the usage of generic drugs. BNHI prevents the enlargement of financial problems via carrying out global budget (GB) payment reforms. The implementation of GB has substantial impacts on the pharmaceutical market. This study uses questionnaires and IMS selling data to analyze strategies. Three hypotheses are suggested as follows: (1) After GB, the sales of pharmacies will increase. (2) After GB, every healthcare industry will select drugs according to prices. (3) Pharmaceutical manufacturers would invest more capital in research and development (R&D). The larger pharmaceutical companies will survive and smaller ones will go bankrupt. Through the examination of selling data of Simavastatin and Lovastatin, evidence suggests that generic drug sales have increased significantly after the implementation of GB. The first industry that entered the market has even more advantage than others. It will be studied in the future whether the local industries will invade the market of original industries due to the implementation of GB. Finally, the researcher has found that the profit margin of generic drugs of total pharmaceutical industries will be slight, large industries will have a larger developing space, and every medical institution will has a low-price selective effect upon generic drugs. The pharmaceutical industries of generic drugs will have a strong ability of R&D and marketing channels. There are three attacking strategies to be chosen, investing in R&D, enhancing quality and increasing market competition. When facing the attacks of competitors, there are four defending strategies, weakening the points of attacking, sponsoring activities, diverting markets and distinguishing between products.