Abstract
At present, the Taiwan local pharmaceutical companies focus on generics. Generic drugs can be legally produced if a patent has expired. Creating a new drug costs lots of money. Since generic drug makers do not develop a drug from scratch, the costs to bring the drug to market are less; therefore, generic drugs are usually less expensive than brand-name drugs. This means more intense competition along with price deterioration in some areas of the market. Thus, many local pharmaceutical companies choose price competition as the marketing strategies under the strict competitive. There is a close, interactive relationship between the drug payment policy of Bureau of National Health Insurance and development of pharmaceutical field. Drug price adjustment is a great effect and consequence in related industries. This study focuses on sales strategies for a patent off prescription drug. We aim to discuss how to effectively defense other companies’ competition, maintain own market share through real case in Taiwan. The conclusions are as following findings: Pharmaceutical sales representatives are very important in drug sales strategies. With a long-term planning and a suitable sales strategy, make non-price competition be a main sales strategy of the local pharmaceutical companies. Then, the local pharmaceutical companies can hold the small space in the Taiwan drugs market.