New value chain in the precription drug industry : a mandate to change
Name
45497544-MIT.pdf
Description
Full printable version
Size
9.67 MB
Format
Adobe PDF
Checksum (MD5)
cbbe07421d51ed8aaec41fca5e122be6
Author(s)
Takahashi, Yoshihito, 1967-
Advisor(s)
Stan N. Finkelstein.
Date Issued
2000
Publisher
Massachusetts Institute of Technology
Abstract
This thesis focuses on an analysis of strategy in the prescription drug industry. For prescription drug companies, the ultimate consumers are patients, but intermediate customers are physicians. Because of regulations and the particular decision making process of choosing pharmaceuticals, the marketing activity of drug companies have focused on physicians and introduced their products to them. However, because of deregulation, the emergence of health maintenance organizations (HMOs), which aim to reduce health care costs, the value chain of prescription drug industry has been changing. Accordingly, prescription drug companies have been re-evaluating the traditional value chain of the industry. They have to invest in a more important part, and to establish a new business model. This paper will focus mainly on a prescription drug market, discussing a new value chain and its demand for change. This paper explains the increasing need for direct-to-consumer (DTC) advertising, which includes information technology and e-commerce, in contrast to the industry's traditional marketing.
Description
Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000.
Also available online at the MIT Theses Online homepage .
Includes bibliographical references (leaves 64-67).
Subjects
Management of Technology Program.
MIT Department
Management of Technology Program.
Sloan School of Management
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