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Title:	全民健保制度下新藥上市行銷策略之探討-以減敏舌下錠藥物為例 Marketing Strategies for New Product Launch under National Health Insurance System in Taiwan - The Study Focus on the Medicine of the Oral Immunotherapy
Authors:	李克繼 Lei, Daniel
Contributors:	周冠男 Chou, Robin K. 李克繼 Lei, Daniel
Keywords:	新藥上市全民健康保險行銷4P New drug launch National Health Insurance PEST STP Marketing mix
Date:	2022
Issue Date:	2022-06-01 16:28:22 (UTC+8)
Abstract:	台灣的全民健康保險聞名世界，許多國家皆來台取經與學習，在此制度下，新藥上市的規劃方式是否有所不同?本文以個案新藥為例，從全民健保制度切入分析，再分析特定疾病之市場需求，並利用PEST、STP、行銷4P分析工具，從不同角度分析下，整理出新藥上市所面臨的機會與挑戰，再擬定出新藥上市行銷策略與戰術，並歸納出四點結論。 PEST、STP、行銷4P分析工具是基礎又有效的分析工具，適合應用在新藥上市規劃，在PEST分析中，先從政治與經濟的因素來評估新藥健保價與規模、利用STP分析結果，配合內部條件，決定細分市場的開發順序、4P分析中，先作價格分析，評估新藥的新藥的自費價與健保價，再作通路分析找出最適的通路覆蓋率。 Taiwan’s national health insurance is famous in the world. Many experts from different countries have come to Taiwan and learn from it. Is there any difference to launch a new drug under Taiwan NHI system? This paper is starting from NHI system analysis, unmet need analysis to specific disease and leverage analysis tools (PEST/STP/marketing mix) to identify the opportunities and challenges. Based on the opportunities, develop marketing strategies and tactics of new drug. Finally, summarize four conclusions for new drug launch in Taiwan. PEST, STP, and marketing mix are basic and effective analysis tools suitable for marketing planning of new drug launch. For PEST analysis, first step is to evaluate NHI price and scale of new drug by analyzing political and economic factors. Determining target segments by STP analysis results and company capability. For marketing mix analysis, first step is to analyze the price of out-of-pocket and NHI price of new drugs, then find the most appropriate channel coverage by conduct channel analysis.
Reference:	參考文獻中文部分政府公開資訊 2020-2021全民健康保險年報國情統計通報第225號法規命令全民健康保險藥物給付項目及支付標準全民健保藥價調整作業辦法學位論文許富德，國際性大藥廠如何成功上市新產品，國立臺灣大學高階公共管理組碩士論文，民國94年書籍作詹哲豪/朱俊興，健檢報告完全手冊－居家自我健康管理手冊，晨星出版有限公司網路資料衛生福利部健保署維基百科，歐洲室塵蟎花蓮慈濟 MAST Allergy過敏原檢測高雄榮總張國平醫師，榮光雙週刊，惱人鼻塞英文部分期刊論文 Jiu-Yao Wang, The innate immune response in house dust mite-induced allergic inflammation, Allergy Asthma Immunol Res. 2013; 5(2): 68-74. Jean B. et al, 2019 ARIA Care pathways for allergen immunotherapy, Allergy. 2019; 74: 2087–2102. Jean B. et al, Allergic Rhinitis and its Impact on Asthma (ARIA) guidelines, J Allergy Clin Immunol . 2001 Nov;108(5 Suppl):S147-334. Cezmi A. et al, Mechanisms of immune tolerance to allergens: role of IL-10 and Tregs, J Clin Invest. 2004 Nov 15; 114(10): 1389–1397. Alvaro‐Lozano M et al, EAACI Allergen Immunotherapy User`s Guide, Pediatric Allergy and Immunology 31 (Suppl. 25) (2020) 1–101.
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932123
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932123
Data Type:	thesis
DOI:	10.6814/NCCU202200428
Appears in Collections:	[Executive Master of Business Administration] Theses

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