An Empirical Study on the Impact of drug licensing on sales

Qi-hang Wang, Chen Cao, Yuan-jia HU
2018 Proceedings of the 2018 5th International Conference on Education, Management, Arts, Economics and Social Science (ICEMAESS 2018)   unpublished
To study the impact of drug licensing on its sales, and to provide a reference for drug development and corporation between pharma. METHODS: Based on the variables "license station", "co-development or co-marketing", "licensor in accord with key marketing company or not" and "time for drug licensing" which reflected drug licensing and sales, with SPSS statistical software, T-test and Q-test of drug licensing and the sales of drugs were carried out on the 151 sample drugs collected in IMS
more » ... ected in IMS Health. RESULTS & CONCLUSIONS: Drugs with licensing activities have higher sales than those without licensing. There is no significant difference between co-development and co-marketing for the drugs, Licensor hold the key marketing right helps improve sales of drugs. The optimum time for drug licensing is phase Ⅲ. Purpose of research Drug licensing is a common way used by pharmaceutical enterprises, including the transfer of molecular entities, technology, patent development transference, production and marketing rights [1] . Facing the dilemma of innovation and marketing, an increasing number of pharmaceutical companies try to reduce risks and gain more profits through the method of co-development and co-marketing. Over the recent decade, frequent licensing activities between chemical pharmaceutical manufacturers, biotechnology companies, contract research organizations and commercial companies have formed the concept of big pharma [2]. In this system, co-development can enhance development benefits by utilizing the innovation advantages of all parties [3]. Enterprises with co-marketing expand the sales force through the complementarity of product lines and the sharing of channel resources [4] . This paper aims to study the influence of drug licensing on sales,four problems will be discussed: (1) whether the drug a licensing can affect sales; (2) Which licensing mode is more beneficial for sales to choose co-development or co-marketing; (3) whether the original research enterprise should master the marketing right; (4) the influence of licensing development time on sales.
doi:10.2991/icemaess-18.2018.65 fatcat:6hnkkfttbza2fdufhqq4ui54oq