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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。
With the drop in the listing rate of new drug research and development and the continuous decline of new drug sales, the strategic management of new drug products is facing enormous challenges. At present, the main problem in the strategic management of new drug products is that there is no necessary connection between the enterprise operations and the target market and the lack of dynamic consideration. Therefore, in the new drug product strategy, we need to introduce a dynamic simulation approach that combines the patient flow, the doctor’s prescription behavior and drug attraction to dynamically simulate the link between drug innovation and the real market. The development of dynamic simulation methods will provide tremendous room for the improvement of new drug product strategy.