| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 103 === Medicine which is different from general commercial products is restricted and protected by government regulations. The direction of National Health Insurance Administration’s policy is the most important factor that affects the development of domestic drug market. This study took Liraglutide which is the highest price of the current diabetes medication as a research object, and collected the relevant data for the drug market of Taiwan’s health care diabetes, aiming to explore what kind of marketing strategy can be used for high-priced drugs, Lraglutide , to face more fierce competition for continuous development at leading position under NHI standarized system. The analysis of these studies found the influence between doctors giving priority Prescription and the marketing strategy for Liraglutide in pharmaceutical factory. The order of doctor’s prescription will be mentioned of medicine marketing strategy, academy promotion strategy, drug price strategy and channel strategy, respectively. Prescribers will consider healing efficacy and safety in the key of the new mechanism of medicine marketing strategy, so that pharmacological mechanism, healing efficacy and clinical experience can be verified accordingly. Therefore, Liraglutide will focus on safety in new medicine mechanism, and its high price compared to the same or similar kinds of medicine still rise by 210% to stay ahead under promotion strategy of multiple efficacies. Consequently, promotion strategy for multiple healing efficacies and safety should be concerned as the principal axis of marketing method for the subsequent newly marketed medicine with similar mechanism.
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