台灣健保政策、環境、健保付費者的態度及病患期待，因時空變遷改變，為求能在不斷改變的環境中保有競爭力，本研究將原廠藥物開發商在台灣健保環境中常面臨的狀況-引進新藥健保價格偏低、時程過長及面對藥品在過專利期後面對學名藥的競爭，提出建議。 / It is observed that the Taiwan health care environment, policies, payer’s attitude, tendency and patients’ expectations change over time and nothing has remained unchanged over the past years. To stay competitive over time, it is important to know what is learnt in the past and how to transform the learnings and make it be an aid in such a dynamic environment. This thesis focuses on how to maximize the product life cycle of a loss of exclusivity drug in Taiwan and how to leverage the time span between obtaining product license and gaining reimbursement for self-pay market development. The goal is to sort out all these learnings and experiences and make it a reference in the future.