學名藥各通路成功擴散之關鍵因素探討─以高血壓用藥為例

The Key Factors of Sales Diffusion in Different Channels of Generic Drugs - Using Hypertensive Drug as an Example

陳勤仁(Chin-Jen Chen)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

隨著老年人口的逐年提升，在醫療資源有限，但人民對醫療需求無限的情況下，鼓勵醫療院所針對專利到期的品牌暢銷藥品，改採用成本較為低廉，但具有同等療效的學名藥，一直是各國政府的藥品政策。
本研究以Rogers的創新擴散理論做為基礎，透過次級資料分析（全民健康保險研究資料庫）與初級資料的蒐集與分析（問卷調查、敘述性統計分析、差異分析與成功學名藥產品的銷售實況分析）來探討現行健保制度及藥價政策下，高血壓學名藥在診所及醫院通路成功擴散的關鍵因素；次級資料分析以NORVASC 5mg 及 COZAAR 50mg 這兩個高血壓品牌暢銷藥物為分析對象，初級資料蒐集則是以學名藥廠營業單位人員為訪問對象，共計回收有效問卷127份；而產品在市場的銷售實況分析則是挑選銷售成功的Amlodipine 5mg 前三名及 Losartan 50mg前四名的學名藥廠產品。
本研究結果提出五項研究命題：（一）、高血壓學名藥的上市速度為其成功擴散的關鍵因素。（二）、快速提升學名藥市佔率為診所通路慢性病用藥的成功擴散關鍵因素。（三）、高血壓學名藥的相容性為診所通路的成功擴散關鍵因素。（四）、醫院通路的高血壓學名藥成功擴散的關鍵因素為對醫院藥品採購模式及決策者的掌握。（五）、診所通路的高血壓學名藥成功擴散的關鍵因素為藥廠的銷售人力配置及藥廠品牌形象。本研究結果可做為學名藥廠提出成功行銷策略之參考依據。

關鍵字

學名藥 ； 創新擴散 ； 高血壓用藥

並列摘要

Global elderly population is on the rise each year, under the climate of limited medical resources and unlimited medical care demands from the public. Steering medical providers towards replacing big pharma original branded drugs whose patents have expired with lower costing generic drug products with equivalent therapeutic effect has always been prominent in health policies of most developed countries.

This investigation is based on Rogers’ diffusion of innovations principle, through secondary data analysis (National Health Insurance Research Database) and primary data collection (Questionnaire, descriptive statistics analysis, variance analysis and precedent success cases of generic drug products, and verification of market conditions) to evaluate current national health insurance framework and drug price policies. The key factors to successful market diffusion of hypertensive generic drugs were found through secondary data analysis that used top selling big pharma labels NORVASC 5mg and COZAAR 50mg, primary data collection was performed through questionnaire completed by generic drug pharmaceutical sales division as subjects, a total of 127 questionnaires were returned. And actual product verification was conducted on top three selling generic products for Amlodipine 5mg and top four ranked generic products for Losartan 50mg as verification of market conditions.

Results of the investigation raised five research themes. First, timeliness of product launch is a key factor for successful market diffusion of hypertensive generic drugs. Second, rapid generic drug market saturation is the key driver for successful market diffusion of drugs used in chronic illnesses in private clinics. Third, compatibility of hypertensive generic drugs is a key factor for successful market diffusion in private clinics. Fourth, in hospital settings, the key factor to successful market diffusion is related to internal hospital purchasing policies and the influence of decision makers. Five, in clinic settings, key factors for successful market diffusion of hypertensive generic drugs relate to human resource allocation of the sales team and the brand image of the pharmaceutical companies. Outcomes of this investigation can be used by pharmaceutical companies as a reference to proposing winning marketing strategies.

並列關鍵字

Generic drug ； Hypertensive drug ； Diffusion of Innovations

參考文獻

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