“重磅炸弹”药品成因研究

Research on Formation Factors of Blockbuster Drugs

目的寻找影响"重磅炸弹"药品市场规模的可能要素并明确其对"重磅炸弹"药品的影响程度,为我国新药研发和企业市场规模的扩展提供参考。方法通过整理2008年至2012年全球药品年平均销售额排名,对排名前3位的药品进行成因分析,结合文献,提出16个可能要素,并通过问卷调查对这16个要素对"重磅炸弹"药品的影响程度进行评估。结果与结论药品疗效好对"重磅炸弹"药品形成的影响最大,是核心影响要素;重要影响要素有有知识产权保护、市场需求大、安全性高、研发能力强、市场营销策略好、新对手进入难、能把握市场机会、企业品牌影响力高和市场范围大9个;一般影响要素有使用便利、能进行持续开发、危机处理能力强、替代品少和价格合理5个;是否为处方药对"重磅炸弹"药品的形成无影响。

Objective To searcb for possible elements affecting tbe market scale of blockbuster drugs and to determine tbe influence de-gree of tbese elements on blockbuster drugs to provide reference for tbe researcb and development of new drugs and tbe extension of enterprise′s market scale. Methods By analyzing tbe average annual global pbarmaceutical sales rankings from 2008 to 2012,tbe top tbree drugs were performed tbe formative causes analysis and 16 possible elements were proposed by combining witb tbe literature. Tben tbe influence degees of tbese 16 elements on tbe blockbust drugs were evaluated by using tbe questionnaire survey. Results and Con-clusion Tbe good curative effect bas tbe greatest impact on tbe formation of blockbuster drug and is tbe core influencing factor;tbe important influencing factors include tbe intellectual property protection,great market demand,bigb safety,strong researcb and develop-ment capability,good marketing strategy,difficultly entering tbe market for tbe new competitor,seizing market opportunities,bigb corporate brand influence and large market scope;tbe general influencing factors include tbe convenient use,conducting continuous development, strong ability of bandling crisis,fewer alternatives and reasonable price;wbetber prescription drugs bas no effect on tbe formation of blockbuster drugs.