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市場調查報告書
特殊藥品：在未開發領域中的成功方針
Specialty Pharma: Guide to Success at the New Frontier
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本報告已在2011年12月21日停止出版。
近年來有很大變動的藥品產業中，大型製藥企業特別矚目特殊藥品。
專門於醫療產業相關廣泛調查的美國市調公司Decision Resources Inc. (總公司：Massachusetts State) 針對特殊藥品進行調查分析，並出版經系統整理的報告書 "Specialty Pharma: Guide to Success at the New Frontier"。
本報告書內容包括：刺激藥品市場變動的因素和問題、特殊藥品市場概要及未來的發展動向、11個商業模式、該市場的課題及威脅、現今的商業環境中成功的機會及策略等。內容綱要摘記如下：
實施概要
商業模式
產業變動的刺激因素
- 新產品不足
- 顧客節省開銷
- 製藥企業規避風險
- 研發兩極化
- 專利的吸引力和陷阱
錯誤判斷狀況
特殊藥品崛起
成功的代價
針對不確定性的因應策略
新的特殊商業模式
- 產品採購
- 企業分割
- 企業收購
- 研究開発
- 特殊非專利藥物
- 與給藥系統配合
- 地區特殊化
- 治療領域特殊化
- 顧客特殊化
- 潛在醫療需求特殊化
- 特殊藥品
課題
- 利基暢銷藥品策略
- 治療檢驗
- 值得購買
- 3C：Crowded（密集）、Concentrated（集中）Competitive（競爭激烈）
特殊藥品的成功方針
- 多角化商業模式
- 精簡化結構
- 客戶導向的促銷
- 真正差異化
- 值得購買
- 接受風險
- 專業性
未來動向
圖
- 大型製藥企業、特殊藥品製造商、生物科技企業的年終市場價値：2006年
- 研發費用、新藥許可申請、向NME提出的新藥許可申請：1993年至2004年
- 先進國家中的藥品利益：2006年
- 特殊藥品的商業模式重新設計
- 廣泛商業模式之有效利用
- 多角化商業模式
- 為創造出新的價值的差異化策略
表
Abstract
Introduction
Recently catapulted into the pharmaceutical industry limelight, Specialty
Pharma may well be the solution to many of Big Pharma' s current woes. Its
success driven largely by astute manipulation of the business and market
issues that currently plague Big Pharma, Specialty Pharma has shown the
potential to capture and fi rmly command market spaces once dominated by Big
Pharma.
Get the Answers You Need to Shape Your Strategy
- The emergence of Specialty Pharma as a market force occurred as Big Pharma
and Mid Pharma began to consolidate. What strategies will Specialty Pharma
pursue as it continues to capitalize on Big Pharma' s looming market
problems?
- Patents have become a trapdoor for both Big Pharma and Mid Pharma alike;
once patents expire, these companies fi nd themselves hanging in a market
abyss. What methods are Specialty Pharma using to sidestep such patent expiry
pitfalls? What specifi c markets or patient cohorts are receiving attention
from Specialty Pharma?
- Value-for-money is the mantra of today' s knowledgeable and organized
health care customers-a challenge for Specialty Pharma, which has received
condemnation over its pricing of orphan drugs. How can Specialty Pharma
best present its pricing practices to an increasingly informed and skeptical
consumer audience?
Scope
- Market drivers: business factors and issues that are driving the
transformation of the pharma market.
- Market overview: market conditions that contributed to the emergence and
subsequent growth of Specialty Pharma.
- Success and uncertainty: how Specialty Pharma' s success has altered its
market space, and how these companies need to respond to the changing
marketplace.
- Specialty Pharma business models: 11 business models, with examples of
companies that utilize them.
- Challenges: threats to the continued growth of the Specialty Pharma sector.
- Market outlook: opportunities and strategies for Specialty Pharma
companies to succeed in today' s changing pharma business environment.
Table of Contents
- Executive Summary
- Strategic Considerations
- Stakeholder Implications
- An Aspirational Business Model
- Transformational Drivers
- Paucity of New Products
- Parsimony of Customers
- Pharma' s Aversion to Risk
- R&D Polarization
- Lure and Trap of Patents
- Misreading the Runes
- The Rise of Specialty Pharma
- The Price of Success
- Dealing with Uncertainty
- New Specialty Business Models
- Product Acquisition
- Spin-Offs
- Company Acquisition
- Research & Development
- Specialty Generics
- Drug Delivery and Formulation
- Geographic Specialization
- Therapy Area Specialization
- Customer Specialization
- Unmet Medical Need Specialization
- Orphan Drugs
- Challenges
- Niche-Buster Strategies
- Theranostics
- Value for Money
- The Three Cs: Crowded, Concentrated, and Competitive
- A Specialty Pharma Guide to Success
- Multivectored Business Models
- Lean Structures
- Enhanced Customer Focus
- Real Differentiation
- Value-for-Money
- Greater Acceptance of Risk
- Professionalism
- Capturing the Future
Figures
- 1. Big Pharma, Specialty Pharma, and Biotech-Year-end Market Value, 2006
- 2. Research and Development Expenses, Total NDAs, and NDAs for NME
Submissions, 1993-2004
- 3. Pharma Industry Profi ts from the Developed World, 2006
- 4. Specialty Pharma Forced to Reconfi gure its Business Model
- 5. Specialty Pharma Now Utilizes a Range of Business Models
- 6. Specialty Pharma' s Multivectored Business Models
- 7. Specialty Pharma Needs a Holistic Approach to Differentiation to Create
New Value Perceptions
Tables
- 1. Select Specialty Pharma Companies and Key Drugs-2006 Worldwide Sales
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