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市場調查報告書
藥物成本及藥價相關議論及解決方案
Creating Win-Win Solutions from the Ongoing Drug Cost and Price Debate
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本報告已在2011年12月21日停止出版。
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：美國Massachusetts洲），針對藥物成本及藥價相關討論和解決方案進行調查分析，並系統整理調查結果後出版報告書"Creating Win-Win Solutions from the Ongoing Drug Cost and Price Debate"。
本報告書內容包括：藥物成本及藥價相關情感角度及經濟角度的看法、消費者針對醫療費用的態度、目前的藥物成本及藥價概要、未來市場發展前景等。內容綱要摘記如下：
實施概要
現今藥物成本與藥價之間的對抗
針對藥價的批判概略
顧客對成本的固定看法
- 醫療費用的增加因素
- 最初的期待
- 不可避免的矛盾
- 醫療人口
- 醫療服務集中化的落後程度
- 極度缺乏效率
- 暫時不需支出管理
- 經濟變動
- 需求管理的影響
- 藥物成本的增加因素
業界已確立的價格制定習慣
現在的藥物成本及藥價策略
- 顧客是醫療費用的積極管理者
- 參考價格
- 藥劑法令及規制
- 生活方式的重要程度
- 醫療技術評價
- 供應企業價格策略
- 市場能承受的最高價格？
- 孤兒藥的價格制定
- 價格高漲
- 平行輸入的挫折
- 非專利藥品的阻礙
- 對顧客直接宣傳
有價値的價格讓歩
- 針對價値的價格制定
- 時間的價値
- 購買者／供應者的風險分擔
- Johnson & Johnson的Velcade
- Pfier的Sutent
- GlaxoSmithKline的第4階段提案
發展出雙贏策略的主要原則
醫療顧客及藥品產業之間的未來發展動向
Abstract
Introduction
In 2007, we are approaching a tipping point in the standoff between drug
customers/payers and drug producers, each striving to achieve an advantage in
the struggle between drug cost versus drug price. The solution to this
struggle between closely aligned yet combative industry forces lies in the
creation of win-win solutions that benefi t not only payers and industry but,
more importantly, society as a whole.
Questions Answered in This Spectrum Report
- In today' s complex pharmaceutical marketplace and prescription
decision-making process, monetary issues now reign supreme. How has the
cost/price issue infl uenced the decision-making process of drug customers and
health care providers? Of drug manufacturers?
- A paradox has evolved in today' s health care industry: treatment is
growing more expensive, but more and more people are demanding to be treated.
How is the desire for universal health care coverage confl icting with the
reality of the market? What sort of middle ground will emerge with regard to
coverage that will satisfy both parties?
- The advent of knowledgeable and fi nancially motivated customers has
irrevocably changed the way in which buyers perceive drug price. What is the
perception of drug price in the context of health care costs? How can the
pharmaceutical industry infl uence or alter this perception?
- The path to success in the dynamic between the health care customer and
pharmaceutical industry is not through a decisive victory of one side over the
other. What changes in the customer/industry relationship will ensure future
success for pharmaceutical companies? What new stratagems could be adopted to
yield winning solutions for both parties?
Scope
- Drug cost/price criticisms: critics' emotional and economic positions
against perceived high drug costs.
- The battle lines: entrenched customer positions about health care costs
and pharmaceutical industry positions on price.
- Current cost/price stratagems: strategies used by customers and the
industry to manage costs and prices.
- Value/price concessions: select industry pricing strategies that refl ect
a more value-based approach to pricing.
- Market outlook: methods for creating a win-win pricing environment and our
forecast for future customer/industry dynamics.
Table of Contents
- Executive Summary
- Strategic Considerations
- Stakeholder Implications
- Today' s Drug Cost/Price Battlefi eld
- Price Criticism in a Nutshell
- Entrenched Customer Cost Positions
- Factors Driving Health Care Costs
- Original Expectations
- Inescapable Paradox
- Health Care Demographics
- Health Care Services Defy Centralization
- Intractable Ineffi ciencies
- Temporary Relief from Expenditure Controls
- Economy Fluctuations
- Impact of Demand-Side Controls
- Factors Driving Drug Costs
- Price and Profi t Controls
- Value-for-Money Emphasis
- Evidence-Based Medicine
- Entrenched Industry Price Positions
- Impact of Customer Activism
- Need for Product Differentiation
- Current Cost/Price Stratagems
- Customers as Active Managers of Health Care Cost
- Reference Pricing
- Drug Legislation and Regulation
- Rationing as a Way of Life
- Health Technology Assessment
- Supplier Price Stratagems
- What Price Will the Market Bear?
- Pricing Orphan Drugs
- Increasing Prices
- Thwarting Parallel Imports
- Staving Off Generics
- Promoting Directly to the Customer
- Value-Price Concessions
- Value Proposition Pricing
- The Value of Time
- Purchaser/Supplier Risk Sharing
- Johnson & Johnson' s Velcade
- Pfi zer' s Sutent
- GlaxoSmithKline' s Phase IV Proposal
- Key Guiding Principles for Creating Win-Win Solutions
- Future Dynamics Between Health Care Customer and Pharmaceutical Industries
Figures
- 1. Share of U.S. Prescription Drug Cost by Payer, 1990-2006
- 2. Factors Driving Health Care and Drug Costs and Customer Concerns over
Ability to Pay
- 3. Complex Prescribing Decision-Making Process-The New Primacy of Monetary
Issues
- 4. Setting Prices in a Complex and Multilevel Environment
- 5. Using Regulatory Hurdles to Force Pharma Companies to Respond to
Customer Concerns
- 6. Thousands Denied Sight-Saving Drugs in England
- 7. The New Value Proposition Equation
Sidebars
- National Institute for Health and Clinical Excellence--A History of
Criticism and Controversy
Tables
- 1. Pharmaceutical Cost-Containment Measures: Demand-Side Controls
- 2. Pharmaceutical Cost-Containment Measures: Supply-Side Controls on
Manufacturers
- 3. Projected Impact of Key Brand Patent Expiry on Leading Big Pharma
Companies
- 4. Drugs Approved by the Scottish Medicines Consortium
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