臺灣製藥產業營銷模式與新興商機探討

製藥產業需要投注相當的財力、物力與專業人才，對藥品開發需要審慎評估；產業環境、市場分析及政府政策變化，隨時牽動製藥產業的經營方向，尤其在健保制度下的核價調價機制，藥品決定開發前，需要更審慎評估，投資是否具有必要的經濟價值。本研究透過相關的研究報告與文獻探討，如；與藥品行銷臺灣市場的必要考量關鍵因素之資料，並以衛福部統計處公開資訊及健保資料庫等之次級資料進行分析，提出在用藥市場導向、相關健保制度下藥品政策等產業環境分析，評估產品開發的布局矩陣、六力分析等。應用6P超級行銷(Megamarketing)理論，探討藥品行銷模式；產品的選擇、價格的制定、通路的規劃、推廣的方式、公關的策略與政策的協商的相關作法。結合醫藥經濟、雲端醫療操作、政府醫療政策變化、異業結合商機等資訊，研究其關聯性及整合可行性評估及整體醫療體系之藥業經營相關議題，如：自我藥療、長期照護、物聯網之網購藥物的商機模式探討。從研究中，取得以下結論； (一)目前製藥產業環境變化分析，瞭解臺灣總體製藥產業環境變因與趨勢，聚焦十大治療領域，布局臺灣藥品利基市場。 (二)歸納藥品超級行銷的具體關鍵作法，掌握時機，有效推廣產品的擴散流通。 (三)根據目前政策變化，新興議題所衍伸的相關的創新商機，將是未來趨勢及產業創新模式。

關鍵字

製藥產業；環境分析；超級行銷；創新擴散；商業創新模式

並列摘要

Pharmaceutical businesses require heavy investments in financial, material and human resources. The development of new drugs needs to be carefully evaluated and planned. The changes of industrial environment, market competition, and government policies frequently impact the business direction of firms in this industry. Facing with the regulated mechanism of medicine pricing approval and adjustment under the national health insurance program (NHI), firms in this industry, in particular, should carefully evaluate the economic value of the investment in a new medicine before actually launching the development project. Based on the review of related research reports and published literature, the collection of relevant of critical factors of pharmaceutical marketing in Taiwan, and the analysis of secondary data extracted from the published statistics data and insurance databases of the NHI, we conducted a thorough industrial environment analysis, with the emphases on the pharmaceutical market orientation and the government pharmaceutical policies. We also proposed the applications of deployment matrix and six forces analysis model in the pharmaceutical industry. Using the 6P Megamarketing theory, we explored the feasible pharmaceutical marketing model in Taiwan, which includes product selection, pricing, channel planning, promoting, public relations, and government policy negotiation. Integrating information on medicine economics, cloud-computing based medical operations, government medical policies, and business opportunities allied with other sectors, we also explored relevant issues on the potential business models such as self-medication, long-term care, and online medicine purchasing on the Internet of Things. Based on our study, we obtained the following conclusions: (1) realizing the environmental changes and trends of the pharmaceutical industry in Taiwan to deploy the local niche market with the focus on the top ten therapeutic classes; (2) summarizing the practical strategies of the Mega marketing in the pharmaceutical businesses to effectively promote and distribute pharmaceutical products in time; and, (3) following the changes of government policies to pursue innovative business models in the industry.