建立药品创新与现实市场间的联接——动态模拟在新药产品战略中的应用  

Build Link between Pharmaceutical Innovation and Realistic Market:Application of Dynamic Modelling in Pharmaceutical Product Strategy

作　　者：冯雪敏[1] 胡豪[1] 

机构地区：[1]澳门大学中华医药研究院

出　　处：《中国药物经济学》2009年第4期63-68,共6页China Journal of Pharmaceutical Economics

基　　金：澳门大学RC资助项目(RG067/08-09S/HH/ICMS)

摘　　要：随着新药研发上市率的下降和新药销售额的持续下滑,新药产品战略管理面临巨大挑战。目前新药产品战略管理中的主要问题在于没有在企业行动和目标市场之间建立起必然的联系,以及缺乏动态性的考虑。因此在新药产品战略中需要引入动态模拟的方法,将病人流量、医生的处方行为和药品吸引度三者结合起来,动态地模拟药品创新和现实市场之间的关联。动态模拟方法的发展将会对新药产品战略的改进提供巨大的空间。In recent years, with the decrease of listing and selling new drugs, pharmaceutica product strategy is extremely challenged. The main shortcomings of current pharmaceutica product strategy are disconnection between strategic action and target market and lack of dynamics in consideration. Dynamic modelling that combines patient flow, physician prescription behavior, and drug attractiveness is necessary to be integrated into pharmaceutical product strategy. The development of dynamic modelling will provide potential improvement for pharmaceutical product strategy

关 键 词：动态模型 医药产品战略 病人流量 

分 类 号：R95[医药卫生—药学] R195.1