Schizophrenia is a chronic and degenerative mental disease. Patients suffer from this disease for a whole life. It`s not clear the causes of schizophrenia. Correct diagnosis and treatment are essential for disease recovery, helping patients return home or community as early as possible. Up to now medicine has been the most effective treatment for schizophrenia. Antipsychotic drug has experienced the first generation and the second generation stages. The second generation antipsychotics are significantly more effective and with less side effects compared with the first generation drugs. This study focused on schizophrenia marketing strategies in Taiwan. A detailed case study of Risperdal® was undertaken to analyze the marketing strategies and marketing mix (product, price, place, and promotion). The study illustrated a successful implementation of marketing plans regarding antipsychotic drugs, shed light on how to launch new products and accelerate new product introductions.