從台灣藥業市場現況看輝瑞藥廠併購惠氏藥廠後未來經營策略之研究

Abstract

本論文研製之研究目的在探討台灣藥業市場在健保開辦後，國際原開發廠品牌藥與學名藥在主要通路市場佔有率之變化關係。健保政策影響醫藥產業的發展，至使醫院醫療政策偏向成本導向，在此壓力下，醫師的品牌忠誠度很難維持。隨著環境越來越競爭，國際原開發廠品牌藥面臨學名藥的低價競爭威脅時，除非原開發廠品牌藥推出新一代藥物來對抗學名藥的進入，否則，品牌藥是無法靠著醫師的忠誠度來維持價格。以質性研究，回顧從全民健保的開辦為研究期間，以國際原開發廠業者與學名藥業者為分析單位，藉由資料蒐集及深度訪談方式，探討行銷通路的發展歷程，並就觀察要項與命題導入，以影響醫藥業者最大之二項因素：1.政府法令健保政策對醫療院所醫事行為與民眾就醫行為的影響；2.健保藥價調查及藥價調整政策對西藥業者在目標市場的選擇與通路機構的影響進行探討。 從台灣製藥業之競爭優勢、SWOT分析等構面，提出對西藥業業者及本研究公司在併購惠氏藥廠後，面對政府藥價政策下，如何尋找適當的市場通路及如何善用併購公司之品牌，作為未來建構公司產品策略之參考，研究發現；主要藥業市場價格與品牌、通路的線性關係。在歷經六次藥價調查後，學名藥與國際專利原廠藥之價格競爭更形激烈。而最主要通路市場；醫院通路，乃是最大的市場，在經營成本考量下，學名藥市佔率有上昇之趨勢，但在顧及醫療品質與藥品的採購需求，品牌佳、便宜又有效的藥品將受青睞。基層診所通路市場亦將持續為學名藥為主，健保藥局通路，在處方簽釋出率提高下，原開發廠藥業者須在此通路上多部署人力，以確保品牌藥之處方。是故國際專利藥廠除了強勢品牌行銷與品質、知名度優勢外，成立學名藥藥廠或與學名藥廠合作，在品牌與品質兼顧下，加入價格競爭是為合理與可行之策略。而藥業八大工協會應通力合作在健保局二代健保政策上路前，思考建議推動藥費獨立總額之可行性，讓藥價差公開化、合理化。以避免逐年之藥價調查，導至藥品幾付價調低，至無利潤之地步，更甚而退出市場。並建立交易規範與定型化契約…等，使藥品市場交易更公平、合理。

A procedure is purpose of this research is to probe the change of maket share between brand drugs and generic drugs in major channels. National Health Insurance policy affects the development of pharmaceutical industry and it makes hospital's treatment policy become cost-oriented. Under this pressure, it is difficult to maintain physicians' royality. Only if new brand drug is launched to compete with generic drug, it is also difficult to maintain product price by physicians' royality. This disertation is a qualitative research, looking back to the launch day of National Health Insurance, taking brand drugcompany and generic drug company as research unit, and through data collection and interviews to probe development of marketing channels. Two biggest reasons were found and discussed: 1. How National Health Insurance policy affects treatment behaviours and medial behaviours; 2. How Price Volume Survey and price adjustment policy affect pharmaceutical companies to select target markets and channels. By looking at competitive advantages of pharmaceutical industry in Taiwan and SWOT analysis, this research is designed to probe how Pfizer finds out suitable markets and how Pfizer utilise Wyeth's brand to build product strategy. A line relationship among market price, brand and channel was found in this research. After the 6th Price Volume Survey, the competitiveness between generic drug and brand drug is getting intense. And hospital channel is the biggest market. Considering operation cost, generic drug's market share is getting bigger. But considering medical quality and drug procurement needs, cheap drug with good efficacy is getting popular. Generic drug is the majority in GP/DS channels. Brand drug company is required to allocate more manpower in National Health Insurance Drug Stores to maintain brand drug prescribe. Therefore, to set up a generic drug company or cooperate with generic company are reasonable and workable strategies for patent drug company. Moreover, befor the launch of 2nd Generation NHI, 8 pharma societies should work together to figure out the possibility of promote individual drug payment system. This will help drug price become more open and reasonable. Furthermore, this will avoid acting annual price volume survey which lowers drug payment to a non-profitable level and puts brand drug company out of market. And by setting transaction standard and standardised contract..etc. to make drug transaction become more fair and reasonable.