Abstract
Although developing a new drug produced with bio-technologies is a time-consuming and costly process, the patent of such kind of new products can only be protected for only few years. Therefore, the launch for new drug can not be made without thorough consideration of the market and its environment.
Introducing a new medicament to the market needs considering various factors, such as its efficiency, side-effects, and safety. The introduction requires also the approval from relevant government authorities.
The sales of a new drug depend on the purchase from hospitals, the prescription from doctors and the utilization from patients to complete the process. If one of these three elements is missing, the whole process will be broken up. Therefore, it is helpful to take the sales process and its model as a reference to define the strategy for launching a new drug to the local market.
The model to introducing a new drug includes two sides of analysis ¡V external and internal analysis. The external analysis covers mainly areas such as studies of customers, market and competitors, it includes as well issues concerning regulatory and geography area division. The internal analysis is with focus on studies regarding efficiency, strategy alternatives, products and relevant technologies. Only after the analysis as such, the key factors for a successful marketing can be identified. Taking lessons learnt from products, the strategy can be defined accordingly and implemented.
Today although the market for antidepressants is well developed, there are areas which remain unsatisfied by doctors and patients, inter alia, its low response and remission rate, the difficulty of a total recovery, and the high probability of relapse. Any new antidepressants, should it wish being the leading medicament in the market, the satisfaction from both users ¡V the medical doctors and the patients ¡V is a must. Secondly, the product must be introduced through all kind of relevant channels to reach out to actual and potential users (not necessarily those working in the hospitals and clinics). Last but not least, the society should remove any stigma on people suffering from depression and encourage them (and their relatives) to go for the treatment and complete the treatment for their own and the society¡¦s well-being.
Finally, new drug launch model is a useful tool for developing marketing strategy. Market of antidepressant is a mature market. Nevertheless doctors and patients remain unsatisfied vis a vis certain aspects of the antidepressant. Any new antidepressant if it can meet the requirement, it certain has chance to enter niche market.
Key word: new drug launch model, competitive benchmarking, strategy, depression, antidepressant
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825106-102620 |
| Date | 25 August 2006 |
| Creators | Chiu, Jui-Chi |
| Contributors | none, Yen-Kuang Yang, Shu-Chuan Jennifer Yeh |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825106-102620 |
| Rights | not_available, Copyright information available at source archive |
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