國際性大藥廠如何成功上市新產品

How Do International Big Pharmaceutical Companies Successfully Launch New Products

許富得(Fu-Ted Hsu)

指導教授 ： 江炯聰

國立臺灣大學/管理學院/高階公共管理組/碩士(2006年)

https://doi.org/10.6342/NTU.2006.02675

摘要

本研究藉由歷史的回顧，從文獻查詢、專題報告、商業網站、論文、演講資料、期刊以及管理顧問公司等相關資料，整理分析出新藥上市的成功模式。探討主題包括：全球藥業概況、台灣藥業概況、新產品成功上市關鍵因素、國際性大藥廠新產品成功上市案例。進而從中歸納出適合台灣藥業市場的上市成功關鍵因素，並提出台灣藥廠如何應用成功法以極大化新藥上市的成功機會與潛力。
從本研究歸納出新藥上市的重要成功關鍵因素包括：分配足夠的資源、採用市場導向的研發策略、經營意見領袖、重視規畫與市場調查、以上市速度，全球涵蓋面極大化新藥在上市第一年的業績、全球規畫與當地市場特性的平衡、強大的業務團隊支援。台灣藥品市場新產品上市的重要成功關鍵因素有：及早規畫臨床試驗以取得許可證、適當的健保給付價格、妥善的醫院進藥時程規畫管理、彈性的價格政策、足夠的行銷投資、強大、專業、受激勵的業務團隊支援以及遵守行銷規範。
本研究建議台灣藥廠採用下列的成功上市模式：一、在配方、劑型、服用法或包裝上與其它學名藥區別。二、嚐試進行臨床試驗或樣品發放，與其他學名藥區別。三、及早規畫，搶第一上市。四、利用臨床試驗及樣品，增加上市前的使用經驗及知名度。五、事先佈署進藥。六、在不熟悉的通路或聯標體系，尋求共同行銷或策略聯盟伙伴。七、投資行銷費用，開創產品機會。八、學習培養行銷能力，不要僅以價格策略求生存。九、培養醫院市場專業的銷售團隊，以擴展最大的市場機會。

關鍵字

新藥上市 ； 成功關鍵因素 ； 成功案例

並列摘要

The purpose of study is to explore a successful model for a new product launch through a historical review, literature research, topic reports, business website, thesis, lectures, journals and consultant company reports. The key success factors of new product launches were found to be: resource allocation, market-driven R&D, key opinion leader management, planning and market research, launch speed and worldwide coverage, balance of global planning and local implementation and sales force support. The key success factors to launching new products in the Taiwan pharmaceutical market are license approval, BNHI reimbursement price, timelines of hospital formulary listing, flexible pricing policy, marketing resources, professional and motivated sales team and compliance with the code of promotion.
The research results indicated that local Taiwan pharmaceutical companies could adopt the following new product launch models: 1. Differentiating formula, dosage form, dose administration or packages from generics. 2. Conducting clinical trails and sampling to distinguishable from other generics. 3. Early planning to be the first comer. 4. Increasing clinical experience and pre-launch awareness by clinical trial and sampling programs. 5. Planning in advance for hospital formulary listing. 6. Considering co-promotion or strategic partners in unfamiliar channels or bidding systems. 7. Investing in marketing to explore product opportunity. 8. Building up the capability of marketing, not only focusing on the pricing strategy. 9. Developing a professional hospital sales force in order to maximize the market opportunities.

並列關鍵字

New product launch ； key successful factors ； successful cases.

參考文獻

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