A Study on the Determinant Factors of Market Share in Japanese Pharmaceutical Market

Research Project

Project/Area Number	26380377
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Research Field	Public finance/Public economy
Research Institution	Hosei University
Principal Investigator	SUGAHARA Takuma 法政大学, 経済学部, 教授 (50364659)
Co-Investigator(Kenkyū-buntansha)	南部鶴彦学習院大学, 経済学部, 名誉教授 (00061416)
Research Collaborator	ISHIKAWA Takayuki HORIE Tetsushi
Project Period (FY)	2014-04-01 – 2018-03-31
Project Status	Completed (Fiscal Year 2017)
Budget Amount *help	¥4,680,000 (Direct Cost: ¥3,600,000、Indirect Cost: ¥1,080,000) Fiscal Year 2016: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000) Fiscal Year 2015: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000) Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Keywords	医薬品市場 / 後発医薬品 / 市場シェア / 広告宣伝活動 / 政策効果 / スタチン / ジェネリック / スタチン剤 / 後発医薬品（ジェネリック医薬品） / 後発医薬品利用促進 / 広告宣伝 / 薬価 / パネルデータ
Outline of Final Research Achievements	We examined how advertising publicity activities, drug prices and generic promotion policies of government would affect generic market share by utilizing data sets covering 99% or more of the sales amount of drug transactions in Japan. The factors that contributed to the market share in the Statin market were "original product - relative price of generic product", "market growth rate", "generic drug promoting policy", both of which had a positive influence. In addition, when examining the effect on the average change rate of the share of generic drugs with respect to business activities of the company, the visit of MR itself was not significant, but the E-advertisement on web browsing was significant. However, as e promotion was promoted by MR visit, it was suggested that MR visit might be an indirect factor of increasing generic share.