The Status of the Taiwan Pharmaceutical Industry to Research Business Strategy Planning after the Merger Pfizer, Wyeth

• Main Authors: Tsai, Chien-Hsiung, 蔡建雄
• Other Authors: Yang, Chyan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/62885187361654930514

碩士 === 國立交通大學 === 高階主管管理碩士學程 === 98 === A procedure is purpose of this research is to probe the change of maket share between brand drugs and generic drugs in major channels. National Health Insurance policy affects the development of pharmaceutical industry and it makes hospital's treatment policy become cost-oriented. Under this pressure, it is difficult to maintain physicians' royality. Only if new brand drug is launched to compete with generic drug, it is also difficult to maintain product price by physicians' royality. This disertation is a qualitative research, looking back to the launch day of National Health Insurance, taking brand drugcompany and generic drug company as research unit, and through data collection and interviews to probe development of marketing channels. Two biggest reasons were found and discussed: 1. How National Health Insurance policy affects treatment behaviours and medial behaviours; 2. How Price Volume Survey and price adjustment policy affect pharmaceutical companies to select target markets and channels. By looking at competitive advantages of pharmaceutical industry in Taiwan and SWOT analysis, this research is designed to probe how Pfizer finds out suitable markets and how Pfizer utilise Wyeth's brand to build product strategy. A line relationship among market price, brand and channel was found in this research. After the 6th Price Volume Survey, the competitiveness between generic drug and brand drug is getting intense. And hospital channel is the biggest market. Considering operation cost, generic drug's market share is getting bigger. But considering medical quality and drug procurement needs, cheap drug with good efficacy is getting popular. Generic drug is the majority in GP/DS channels. Brand drug company is required to allocate more manpower in National Health Insurance Drug Stores to maintain brand drug prescribe. Therefore, to set up a generic drug company or cooperate with generic company are reasonable and workable strategies for patent drug company. Moreover, befor the launch of 2nd Generation NHI, 8 pharma societies should work together to figure out the possibility of promote individual drug payment system. This will help drug price become more open and reasonable. Furthermore, this will avoid acting annual price volume survey which lowers drug payment to a non-profitable level and puts brand drug company out of market. And by setting transaction standard and standardised contract..etc. to make drug transaction become more fair and reasonable.