醫藥服務提供廠商之巿場拓展策略與服務模式分析

Abstract

國際開發性大型製藥廠在台灣巿場經營已有相當一段時間，在過去二十年由於醫療支出成長高，吸引眾多進入者進入巿場，在現存公司持續積極將新產品導入國內，健保署也採取了一系列措施來降低藥品在醫療支出的佔比。 醫藥服務提供廠商的成長，源自於國際開發性大型製藥廠欲達到更高的成長而同時必需減少對營運費用的支出。不同的公司與醫藥服務提供廠商合作的理由不盡相同，有些公司是要降低成本並增進效率，有些可能是要利用醫藥服務提供廠商的能力去幫忙發展潛力巿場或通路，並得以將公司的重點放在策略性巿場或產品。 醫藥服務提供廠商通常在藥品推展的價值鏈中提供服務，包括物流、行銷、銷售、與病患相關教育活動或其他具附加價值的服務等。在未來五年內預期醫藥服務提供廠商仍會繼續成長，需求則會來自於國際開發性大型製藥廠的競爭加劇及將其重心放在核心競爭力或成長機會點。 醫藥服務提供廠商的巿場仍然呈現分散狀態，某些公司專擅於部份區域或通路，某些則在價值鏈上提供整合的服務。服務通常可以針對國際開發性大型製藥廠的需求而調整，為了因應未來來自這些公司對服務利潤壓縮的壓力，醫藥服務提供廠商需要一個集結資源暨同時降低營運成本的策略，並同時達到規模經濟以在未來有更有的談判力。

Multi-national pharmaceutical companies had a long history of deployment in Taiwan’s healthcare industry. With the high growth rate of healthcare expenditure in past twenty years, the market still attracts lots of emerging pharmaceutical companies to entry into it. While existing multi-national pharmaceutical companies continued to introduce new products, the Ministry of Health and Welfare adopted series of procedures to reduce the growth of drug expenditure. The key driver of demand for market expansion services arises from the need for multi-national pharmaceutical companies to achieve a higher growth but need to reduce the operating cost at the same time. Different companies pursue different goals when they turn to market expansion services providers. Some multi-national pharmaceutical companies may look to market expansion services providers to reduce costs and realize efficiency gains. Some may leverage market expansion service providers’ capability to develop potential market or channels. Thus, companies can increasingly focusing on their key strategic markets or products. Market expansion services providers generally support multi-national pharmaceutical companies at different steps along the value chain including distribution, marketing, sales as well as patient related activities or other value-added services. The need for market expansion services is expected to grow in the next five years as competitive pressure rises, leading to a higher need for an increased focus of a pharmaceutical company on its core competencies or growth opportunities. The landscape of market expansion services providers is still quite diverse.While some specialize in specific regions or channels, others offer integrated services across along the value chain. The service offering usually are tailored to meet individual pharmaceutical company’s needs. In response to the pressure for expected lower margin requested from pharmaceutical companies in near future. The future growth of market expansion companies creates a need for an integrated strategy to aggregate resource and reduce operating cost simultaneously and also have the scale to reach more bargaining power in making new deals.