全球市場的醫藥品價格：策略性課題及實務準則

本報告已在2011年07月19日停止出版。

簡介

新藥價格的擬定十分重要，絕對不能有絲毫馬虎。價格過高的話，極有可能無法得到補償或者是因此而被排出在處方箋外，相對地如果過低的話反而沒有獲利的空間。就醫藥企業來說，充分理解價格擬定的原理以及了解市場環境是相當重要的。

專門針對醫藥品產業的經營高層提供市場情報，並且擁有不錯口碑的英國市調公司 Urch Publishing, Ltd.（總公司: 倫敦），詳盡地調查與分析全球市場的醫藥品價格，並有系統地統整價格策略，出版綜合報告書  "Pharmaceutical Pricing - Global Perspectives" 。

此報告書使用包括 55 張圖表在內的篇幅 ，除了說明醫藥企業如何在激烈競爭及專利到期的過程中，一方面持續確保獲利，另一方面控制管理醫藥品價格的實例；也分析醫藥的定價及補償策略。此報告書的概略架構如下所示。

摘要

1. 醫藥品市場與價格

• 醫藥品與價格的定義/功能
• 價格自由化與政策等外在條件
• 個案分析(15例)

2. 因應醫藥品生命週期的價格擬定

• 醫藥品的生命週期
• 品牌開發
• 個案分析(6例)

3. 平行交易

• 國際交易與對平行進口的保護
• 價格差別化與折扣
• 個案分析(4例)

4. 交換 OTC 藥品的定價

• 醫藥、販賣地區、價格
• 品牌的威力
• 個案分析(1例)

5. 學名藥

• 學名藥品的課題
• 專利延長策略
• 個案分析(5例)

6. 企業與消費者間的相互影響

• 臨床醫師、病患、企業
• 智慧財產權、專利期限
• 個案分析(20例)

7. 北美的醫藥品價格

• 美國(健康管理•系統等)
• 加拿大(醫藥價格概觀)
• 個案分析(2例)

8. 日本的醫藥品價格

9. 歐洲的醫藥品支出管理

• 英國(PPRS、NICE)
• 法國(健康管理支出)
• 德國(健康管理改革等)
• 西班牙(政府鼓勵)
• 義大利(價格系統)
• 個案分析(2例)

10. 發展中國家的醫藥品價格

• 強制許可的概念
• 非洲與愛滋危機
• 南非 HIV 藥價格
• 巴西 HIV 藥價格
• 發展中國家的愛滋藥品資金
• 個案分析(3例)

目錄

Pharmaceutical Pricing - Global Perspectives is a strategic report, that analyses all aspects of pharmaceutical pricing and reimbursement strategies through extensive use of case studies.

The pricing of new pharmaceutical products is crucial and must not be left to luck. If the price is set too high, the product may fail to gain reimbursement or be excluded from formularies. If the price is too low, profitability will be reduced. Thus, it is essential for pharmaceutical companies to fully understand the principles governing pricing and the market environment in which they are operating.

The reports text is complimented with key case studies of how pharmaceutical companies have managed the prices of their key products, to ensure continued profitability in the light of competition and patent expiry, including:

• Mercks single European pricing scheme for Crixivan
• Eli Lillys proactive strategy for patent expiry
• The life-cycle of Genzymes Ceredase and Cerezyme
• Upjohns sale of Dalacin in Denmark
• Biogeneric competition to Epogen

In almost every country there is ongoing discussion about pharmaceutical pricing. This report examines the major regional issues including;

Europe

• How parallel trade (grey marketE within the EU affects ethical manufacturers profitability.
• Why inter-country reference pricing has grown in importance in Europe?
• Is a European-wide pricing assessment body a realistic prospect?

North America

• Will US follow the rest of the world and move away from free pricing and implement some controls.
• Are the high prices achieved sustainable in the longer term and how are lower prices in Canada affecting the US political arena? Rest of World
• How the economic downturn and cost containment in Japan has hit the pharmaceutical industry hard.
• Why the pharmaceutical industry has come under attack from countries where AIDS is prevalent.
• How Brazil exploited international patent rules to produce its own generic medicines.

Five reasons why your organisation should invest in this report

• Stay up-to-date with the latest trends in global pharmaceutical pricing & reimbursement
• Learn common jargon and terminology used in the pricing & reimbursement fields
• Gain insight into growing role of pharmacoeconomics in demonstrating the financial value of drugs
• Forecast how governments will implement drug spending cost containment measures
• Understand the increasing pressure from less developed countries to access drugs at lower prices

The text also contains detailed descriptions for issues and terms connected with pricing, which can be used as an encyclopaedia of terminology.

Chapter 1: Pricing and the Pharmaceutical Market

• The definition of price
• The functions of price
• The marketing mix
• The product
• Case study: Lilly’s proactive strategy for patent expiry
• The place
• The rise of the Internet as a sales channel 8
• The price Promotion
• The effect of price on the other elements of the marketing mix: the product
• Therapeutic efficacy
• Therapeutic enhancements
• Case study: drug delivery system strategies
• The brand
• Pricing objectives
• Target return on investment
• Market share
• Meeting competition
• Profit maximisation
• Stabilisation of prices
• Pricing strategies to meet objectives
• Skimming
• Prestige pricing
• Penetration pricing
• Extinction pricing
• Case study: Losec price reduction in Denmark
• List prices and contract prices
• Case study: US states launch innovative pooled drug purchasing programme
• Pricing freedom
• Pricing and external issues
• Pricing and government policy shifts
• Case study: changes to Russian taxation system impact on pharmaceutical industry profits
• Case study: Philippines government pharmaceutical policy affects industr
• revenues
• Currency fluctuations
• Case study: Indian pharmaceutical companies deal with falls in the US dollar
• The EU
• EU expansion and the pharmaceutical market
• The euro
• The euro and the pharmaceutical industry
• The rise of the euro
• Parallel importation
• The euro and parallel trade
• Case study: a single European pricing scheme for Crixivan
• EU expansion and pharmaceutical pricing
• The European Economic Area (EEA)
• EU enlargement and the EEA
• Pricing issues in the US
• Pricing issues in Europe and Japan
• Pharmacoeconomics
• The rise of pharmacoeconomics and health economics
• Case study: treatments for congestive heart failure
• Case study: Neoral and Sandimmun
• Case study: cheaper diagnostic test for HIV
• The economic costs of disease
• Case study: the impact of ageing on healthcare resource allocation
• Case study: pharmacoeconomics and drug prescribing for children in Italy
• Case study: the financial consequences of inappropriate antibiotic prescribing
• Case study: rising drug costs restrict uptake of malaria therapies in developing countries

Chapter 2: Pricing through the Pharmaceutical Product Life Cycle

• The life cycle of a pharmaceutical
• The classical pharmaceutical life cycle
• Changes to the classic pharmaceutical product life cycle
• Case study: Viagra
• Case study: Levitra
• Case study: Cialis
• Brand development
• Rx-to-OTC switching
• Case study: the UK’s smoking cessation market
• Time to market
• Cost of R&D
• Global roll-out
• New product pricing
• Customers
• The company
• Competitors 46
• Case study: Biogen’s Avonex 46
• The decline of exclusivity for ‘pioneerEpharmaceutical products 47
• Manufacturing costs of a product 48
• Case study: Genzyme’s Ceredase and Cerezyme

Chapter 3: Parallel Trade

• The view of pharmaceutical manufacturers
• The view of parallel traders
• Legalities of parallel trade
• Case study: Ferring v. Eurim-Pharm
• Case study: Leo Pharma v. Orifarm
• Repackaging and re-labelling of products
• Case study: Upjohn sale of Dalacin in Denmark
• International parallel trade
• Case study: parallel trade in Kenya
• Protection of products from parallel importation
• European hospitals and parallel importers
• Governments and other purchasers
• Competitors
• Pricing differentials
• Differentials created by price discounts
• Price differentials resulting from variations in pricing regulations
• Creation of post-patent price differentials
• Pricing within a single price band

Chapter 4: Rx-to-OTC Switching and Pricing

• The marketing mix for switched drugs
• Product
• Place
• Price
• Promotion
• Case study: Claritin pricing
• The implications of OTC status
• Strong branding
• Effects of patent expiry

Chapter 5: Generic Drugs

• The popularity of generics
• Encouraging the use of generics
• Wholesalers in the EU
• The potential for biogenerics
• Obstacles to biogenerics
• Facing up to generic competition
• Case study: Augmentin loses US patent
• Case study: Viagra patent legal battle
• Future patent battles
• Case study: biogeneric competition to Epogen
• Case study: patent fears overshadow Sanofi-Synthélabo and Aventis tie-up
• Strategies to extend effective patent life
• Case study: 6-month exclusivity for Diflucan
• New formulations

Chapter 6: Company and Customer Interactions

• Clinicians
• Case study: resistance to OTC Zocor in the UK
• Patients
• Case study: patient protests at halting of clinical trials for an anti-viral
• compound
• The traditional supplier–customer framework
• Clinician pressure
• Case study: US doctors prescribe expensive high blood pressure
• medications
• Case study: poor awareness of drug prices in Canada
• Company strategies
• Disease management packages
• Case study: Novo Nordisk and diabetes treatments
• Collaborations with healthcare providers
• Case study: the development of new antibiotics
• ‘BundlingE
• Internet mail order
• Case study: Internet trade in the US
• Tendering
• Case study: cancer trials
• Consumer views on pricing
• Case study: international consumer survey on pharmaceutical prices
• Case study: AIDS drug price increase angers US patient group
• Case study: Public Citizen group advocacy in the US
• Price fixing
• Case study: Lupron price-fixing allegations in the US
• Case study: generic antibiotic price fixing in the UK
• EU vitamin price-fixing scandal
• Case study: generic anti-anxiety drug price fixing in the US
• Hospital negotiation of pharmaceutical prices
• Price analysis
• Case study: parallel importation by Belgian hospitals
• Case study: parallel trade of anti-retroviral drugs
• Government
• Direct price controls
• Positive lists
• Negative lists
• Reference pricing
• Reimbursement levels
• Dealing with wholesalers and retailers
• Government interventions in the pharmaceutical market and the view of the industry
• Case study: German pharmaceutical industry resists government cost containment
• policies
• Intellectual property
• Patent piracy
• Case study: IP and the Chinese pharmaceutical market
• Case study: IP and the Latin American pharmaceutical market
• Case study: the Indian pharmaceutical industry
• Price controls in various countries
• Buyers in the US
• Pricing/volume agreements
• Profit control in the UK

Chapter 7: Pharmaceutical Pricing in North America

• The US
• The US healthcare system
• The US pharmaceutical market
• US drug spending
• International price comparisons
• The reaction of the industry
• Determination of drug prices by manufacturers
• Average wholesale price and average sales price
• Case study: Medicare reform and oncology drug reimbursement
• Cost containment
• Generics
• A move towards pricing control measures?
• Canada
• The Patented Medicine Prices Review Board
• Case study: the FDA and industry resist cross-border trade in pharmaceuticals

Chapter 8: Phamaceutical Pricing in Japan

• Cost containment
• Drug pricing in Japan

Chapter 9: Pharmaceutical Spending Controls in Europe

• The UK
• The Pharmaceutical Price Regulation Scheme (PPRS)
• The National Institute for Clinical Excellence (NICE)
• The prospects for ‘Euro-NICEE
• France
• Healthcare spending
• Revisions to the pricing system
• Germany
• Healthcare reforms
• Fixed pricing schemes
• Viewpoint of the pharmaceutical industry
• Case study: cross-border purchase of pharmaceuticals in Poland
• Spain
• Pricing
• Pharmaceutical demand
• Government incentives to industry
• Italy
• Pricing system
• Case study: investigation of price fixing in Italy

Chapter 10: Pharmaceutical Pricing and the Developing World

• Case study: adverse UK media coverage of the pharmaceutical industry
• The concept of compulsory licensing
• The grounds for using a compulsory licence
• Case study: compulsory licensing in North America
• Africa and the AIDS crisis
• South Africa and HIV drug pricing
• Brazil and HIV drug pricing
• The future of compulsory licensing
• Case study: diversion of anti-retroviral drugs destined for Africa
• Anti-diversion tactics
• Funding for AIDS drugs in the developing world
• The Médecins Sans Frontières campaign for access to essential medicines
• References

List of Figures

• Figure 1.1 Breakdown of retail medicine price in Europe 6
• Figure 1.2 Internet usage statistics (2004) 9
• Figure 1.3 Online Canadian pharmacy cost for Prozac and generic fluoxetine (10 mg ×100) in 2004 10
• Figure 1.4 Clinical development projects employing drug delivery technologies 12
• Figure 1.5 Periods of market exclusivity between the launch of an innovative medicineand competitor products 16
• Figure 1.6 Currency fluctuations: monthly exchange rate of Japanese yen to US$1during 2003 20
• Figure 1.7 Currency fluctuation; monthly exchange rate for US$ to €1 during 2003
• Figure 1.8 Composition of international reserves
• Figure 1.9 Spend on medicines as a percentage of GDP in various countries 28
• Figure 1.10 Neoral costs (1998)
• Figure 1.11 Annual economic burden of major diseases in the US
• Figure 1.12 European hospital costs for osteoporosis-related hip fracture
• Figure 1.13 Population estimates and projections (1990 and 2020): percentage of the population aged 65 years or over
• Figure 2.1 Online unit cost for Viagra 100 mg tablets in North American pharmacies (2004)
• Figure 2.2 Online US pharmacy cost for Levitra 20 mg (2004)
• Figure 2.3 Online US pharmacy cost for Cialis 10 mg (2004)
• Figure 3.1 Financial effect on the German pharmaceutical industry of government intervention since 1999
• Figure 3.2 UK versus Europe: HIV drug prices (1999) 56
• Figure 3.3 Bilateral comparisons of ex-manufacturer prices for France, Spain and Italy versus the UK 58
• Figure 3.4 Bilateral comparisons of ex-manufacturer prices for the US versus the UK(UK = 100%)
• Figure 4.1 Online unit cost for Claritin 10 mg tablets in North American pharmacies (2004)
• Figure 5.1 Development of the French generics market (by value)
• Figure 5.2 Breakdown of sales by distribution channel in France (2002)
• Figure 5.3 Sales of Viagra
• Figure 5.4 Worldwide sales of Epogen
• Figure 5.5 Sales of Diflucan
• Figure 6.1 Number of Internet users in Europe (2004)
• Figure 6.2 Online unit cost for Celebrex 200 mg in North American pharmacies (2004)
• Figure 6.3 Public Citizen cost estimates of a 30-day supply of selected CNS drugs
• Figure 6.4 Public Citizen estimates of long-term ‘excess costsEfor CNS drugs in the US compared with the average cost in other countries
• Figure 6.5 Parallel importation: Zerit
• Figure 6.6 Parallel importation: Inverase
• Figure 7.1 Online unit cost for Prozac 10 mg tablets in US pharmacies (2004)
• Figure 7.2 Average country prescription drug prices as a proportion of corresponding US prices
• Figure 7.3 Average annual percentage change, patented drug prices (1996E001)
• Figure 8.1 Population projections for 2000 and 2020 Eproportion of the population aged 65 years or over
• Figure 8.2 Number of NHI-listed pharmaceuticals in Japan
• Figure 9.1 R&D expenditure by pharmaceutical companies in the US and Europe
• Figure 9.2 UK family expenditure survey: daily expenditure (2000/01)
• Figure 9.3 Estimated UK healthcare savings for selected diseases through reduced use of hospital beds since 1957
• Figure 9.4 Estimated UK healthcare savings for selected diseases through reduced use of hospital beds since 1957
• Figure 9.5 Sales of pharmaceuticals in France (2002)
• Figure 9.6 The financing of statutory health insurance in Germany
• Figure 10.1 Global status of the HIV/AIDS epidemic
• Figure 10.2 National HIV prevalence rates in Africa (2003)

List of Tables

• Table 1.1 Expansion of the EU
• Table 1.2 Some parallel import options offered to European hospitals in 1997
• Table 1.3 The core features of a pharmaceutical
• Table 1.4 Evaluating the costs of disease
• Table 2.1 Summary of pharmaceutical company options to counter parallel importing
• Table 4.1 Useful attributes for OTC drugs
• Table 4.2 Potential audiences for OTC promotion
• Table 10.1 Key points of the TRIPS agreement
• Table 10.2 International approaches to compulsory licensing (as of 2004)
• Table 10.3 Overview of MSF proposals to improve access to medicines in developing regions

相關商品

OTC 非處方藥相關市場調查報告書

保護兒童們的健康:兒童護理市場分析
Keeping Our Children Healthy: A Review of Paediatric Care
價格 : US $ 2000
出版日期 : 2012年01月

歐洲的OTC藥的流通趨勢(2012年版):揭開新時代序幕
OTC Distribution in Europe the 2012 Edition - Entering the New Era
價格 : US $ 3350
出版日期 : 2012年01月

中歐·東歐的OTC市場:2011年
OTC market in Central and Eastern Europe 2011
價格 : US $ 3427
出版日期 : 2011年10月

Urch Publishing, Ltd.發行的製藥相關市場調查報告書

歐洲的孤兒藥物市場

Orphan Drug Markets in Europe

價格 : US $ 2900

出版日期 : 2011年11月

南美的醫療和醫藥品:市場與相關法規指南

Healthcare & Pharmaceuticals in Latin America A guide to the markets and regulations

價格 : US $ 2345

出版日期 : 2011年09月

全球荷爾蒙避孕藥及不孕症藥物市場(2011∼2018年):節制生育與生殖健康未來治療法

Global Market for Hormonal Contraceptives and Infertility Drugs, 2011-2018 Future Therapies for Birth Control and Reproductive Health

價格 : US $ 2815

出版日期 : 2011年05月

Email Alert(Email 通知) - 最新市場調查報告書

GII 將每天定期更新最新市場調查報書資訊，選擇您有興趣的市場分類，我們將用Email的方式讓您收到最新訊息!