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研究生:李昆儒
研究生(外文):Kun-Ju Lee
論文名稱:藥品專利期過後行銷策略分析-以A公司為例
論文名稱(外文):Strategic Marketing Analysis for Patent Expiry Pharmaceutical Company- The Case of A Company
指導教授:黃俊堯黃俊堯引用關係
指導教授(外文):Chun-Yao Huang
口試委員:陳華寧陳彥君
口試日期:2015-06-11
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:101
中文關鍵詞:行銷策略專利過期品牌藥SLEPT分析專利懸崖
外文關鍵詞:Strategic MarketingPatent ExpiryBrand Name DrugSLEPTPatent Cliff
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在醫藥產業裡時常可以見到原廠藥專利期過後,學名藥進入市場產生價格競爭的狀況,在價格競爭的影響之下,原廠藥品營業額劇烈下滑,這樣的情況稱為”專利懸崖“,因此原廠藥商必須提早採取對應的策略以因應這樣的情況發生,避免專利到期後公司的營運受到影響。

個案公司為美國知名藥廠,個案藥品在2014年貢獻個案公司14億美元的營業額,是B肝藥品裡的領導品牌,這個個案研究主要探討的問題是個案公司在面臨專利到期後如何採取的行銷策略,與個案藥品在專利到期後為何仍然可以維持市場領先地位,以及台灣的全民健保如何影響個案公司行銷策略佈局。

本個案研究藉由SLEPT外部環境分析、五力分析與行銷組合分析等各個關鍵因素來歸納出專利期過後行銷策略的成功因素,期能提供品牌藥商面臨專利期過後在台灣面對市場競爭時兼具行銷學理與實務可行的策略架構。


In the pharmaceutical industry, it is not unusual to see the drugs go off-patent and become generic drugs. When the top selling drugs go off-patent within a short period of time, a serious issue called “patent cliff” arises opening opportunities for generic drug manufacturers. The major problem for branded drugs going off-patent is the fierce competition with generic drugs that may lead to the “price war” and rapid sales erosion, this is so called the “patent cliff”. The brand-name drug companies are at risk of losing billions in sales due to the patent cliff in the recent years as several blockbuster drugs will lose patent. Upon patent expiry, lower priced generic drugs may reduce the revenue for the brand-name drugs by as much as 90%. Therefore, pharmaceutical companies should start to plan for patent expiry as early as possible to cope with the coming of patent expiry of products.

Case drug, one of the most blockbuster products in the case company, is going off-patent in 2015 in US. In the recent years, the case product has contributed more than 1.4 billion sales for the case company; furthermore, it has maintained the market leader position among all the hepatitis B drugs in the market.

The strategic marketing is to identify of one or more sustainable competitive advantages a firm has in the markets it serves, and allocation of resources to exploit them. In order to study how a pharmaceutical company manages its strategies to face the issue of patent expiry, this case study firstly use strategic marketing analysis of the macro-environment and micro-environment factors that influence the strategic decision of the case company, then compare the strengthens and weaknesses of the case drug among all the hepatitis B drugs to better understand the competitive advantages of the case product. After the analysis of the external and internal situation of the case company, the strategic marketing of the case company has been examined to see how does the case company adjust its marketing strategies in the environment of National Health Insurance in Taiwan. Finally, the conclusion and suggestion of the marketing strategies that can be applied to deal with the patent expiry in Taiwan will be provided for the pharmaceutical companies in the similar scenario. These strategies include leverage the brand equity, enhance the customer loyalty, accelerate innovation development and defend the patent. The goal of this study is to create a theoretical and practical framework for the strategy planning for the pharmaceutical companies.


Abstract i
List of Figures vi
List of Tables viii
Chapter 1 Introduction 1
1.1 Background of Research 1
1.2 Purpose of the Study 1
1.3 Structure of the Thesis 1
Chapter 2 Methodology 3
Chapter 3 Literature Review 5
3.1 Strategic Market Management 5
3.1.1 Five Forces Analysis 6
3.1.2 SWOT 9
3.1.3 Pharmaceutical Market Pricing Strategies 10
3.1.4 Brand Equity of The Brand-Name Drugs 12
3.1.5 The New Drug Development Process 14
3.1.6 Product Life Cycle Management 16
3.2 The Market Competition After Patent Expiry of Brand-name Drugs 22
3.2.1 Loss of Exclusivity (LOE) of Pharmaceutical Market- The Patent Cliff 25
3.3 Strategies Used to Defend Pharmaceutical Brands from Generics 28
3.3.1 Defense Strategies with Marketing Mix Components 29
3.3.2 Pre-expiration Strategies in The Pharmaceutical Industry 30
3.4 The National Health Insurance (NHI) Program 32
3.4.1 Taiwan NHI Overview 33
3.4.2 The Global Budget Payment System and Reimbursement System 33
3.4.3 The Pay-For-Performance System 34
3.4.4 NHI Drug Expenditure Target Allocation System (DET) 34
3.4.5 Drug Life Cycle Under Taiwan NHI 42
3.4.6 The Medical Procurement Process 45
Chapter 4 Introduction of the Case Company and Product 47
4.1 Introduction of the Case Company 47
4.2 Introduction of the Case Product 48
4.2.1 Key Facts of Case Product 49
4.2.2 Sales and Price of Case Product 50
Chapter 5 Hepatitis B Drug Market Analysis 52
5.1 The Situation of HBV disease 52
5.2 Key Facts of HBV 54
5.3 Geographical distribution 55
5.4 Treatment for Hepatitis B 56
5.5 Hepatitis B Drugs 58
Chapter 6 Strategic Marketing Analysis of Hepatitis B Drug in Taiwan 60
6.1 SLEPT Analysis of Hepatitis B in Taiwan 60
6.1.1 Social 60
6.1.2 Legal 61
6.1.3 Economic 64
6.1.4 Political 65
6.1.5 Technology 65
6.2 Five Forces Analysis of the Case 66
6.2.1 Rivalry Among Existing Competitors 66
6.2.2 Threat of New Entrants 68
6.2.3 Bargaining Power of Suppliers 69
6.2.4 Threat of Substitute Products 69
6.2.5 Bargaining Power of Buyers 69
6.3 SWOT Analysis of the Case Product 71
6.4 Marketing Mix of the Case 72
6.4.1 Product 72
6.4.2 Price 73
6.4.3 Place 75
6.4.4 Promotion 77
Chapter 7 Conclusion and Suggestion- The LEAD Strategy 81
7.1 Leverage on the Brand Equity 82
7.2 Enhance the Customer Royalty 83
7.3 Accelerate Innovation 86
7.4 Defend the Patent 86
7.5 Research Finding 89
7.6 Contribution of the Research 89
7.7 Limitations and Directions for Future Research 91
Reference 92
Appendix 1 98
Appendix 2 101



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