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The Taiwanese society is currently facing the plights of an aging population, population concentration, and declining birth rates. In terms of medical treatment, the number of people with aging-related diseases is increasing. The rising cancer rate of younger people have caused medical expenditures on critical illnesses to increase, and a gradual increase in the demand for preventive medicine and other situations that continue to take place. Among the leading causes of death in Taiwan, cancer has taken over to rank first. To the general public, medical expenses incurring from cancer treatment may take a huge financial toll on families when there is no National Health Insurance (NHI) coverage. Meanwhile, the National Health Insurance Administration, Ministry of Health and Welfare (NHIA) is also struggling with increased spending on cancer treatments that increases year by year under the current medical system. Although renal cell carcinoma is not one of the top ten cancers in Taiwan, spending on treatment drugs often reaches millions of dollars. Therefore, this item is of greater concern to the NHIA as far as the growth in drug expenses is concerned. This study adopted Drug C as the research participant to collect data related to the market of drugs currently used to treat metastatic renal cell carcinoma in Taiwan and summarize and compile the marketing strategies. The purpose is to explore how Drug C, a new drug that has just entered the field of cancer, continues to undergo development in the current NHI environment and through the use of marketing strategies.
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