The study of the marketing strategy of the drug for hyperlipidemia to the taiwan cGMP pharmaceutical company-- The case of C pharmaceutical company

• Main Authors: Jen-yang Yen, 顏任陽
• Other Authors: Ying-Chun Li
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/67n5cv

碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === Abstract The rate of hyperlipidemia is increasing due to the change of people’s life style and growing aging problem in recent years. Many studies indicated that hyperlipidemia is the base of atherosclerosis which mainly causes cardiovascular diseases. Therefore, how to prevent the sorts of diseases becomes an important topic for the Department of Health. The main objective of the study is to evaluate marketing strategies of Micronized Fenofibrate 200 mg in the case study company. The study examined the treatments of Micronized Fenofibrate 200 mg in hyperlipidemia and its marketing strategies. The study results may provide advice of decreasing medical expenditure for the Bureau of National Health Insurance. The study mainly applied Market Segmentation, product STP (Segment, Target and Position) strategies and relevant document of marketing strategies. The method is to analyze the case product by using Porter’s 5 forces analysis to describe the product competition market. Via SWOT analysis, the study examined the outside opportunities and threats as well as inside superior and inferior; and then inspected the drug marketing strategies with 4P analysis (Product, Price, Promotion, Place ) . Meanwhile, this study conducted a questionnaire to physicians about the case product. The results were also compared to the drug sell situation and market shares of the case company. The result shows that through definite market segmentation, product STP, professional representative’s promotion and active participation in medical conferences, the case product successfully builds its marketing channel and brand name identity within 6 years. The case product has grown from 300,000 pills in 2001 to more than 6 million pills in 2007. The case company has transformed from traditional pharmaceutical company into specialized diabetic medication company. Hence, building the brand identity, enhancing pharmaceutic technique and clarifying market position may become the main stream of pharmaceutical industry competition in the near future. Key word: drugs for hyperlipidemia, cGMP, marketing strategy