Sağlık İşletmeleri Yönetimive Nükleer Tıp İlaçlarındaFiyatlandırmaStratejileri: Eczacıbaşı Holding Monrol Örneği

Günümüzde nükleer tıp ilaç kullanımı genel sağlık ilaçlarının kullanımının yaklaşık % 25-30'unu oluşturmaktadır. Sağlık sektöründe araştırma geliştirme faaliyetleri neticesinde uygulanabilir bir ilaç geliştirme yüzdesi ise oldukça düşüktür. Öte yandan, nükleer tıp ilaçları için düşük fiyat belirleme yaklaşımları, araştırma ve geliştirme (Ar-Ge) faaliyetlerinin sürüdürülebilmesinde bir tehdit unsuru oluşturmaktadır. Çok düşük fiyatlandırma stratejisi ile üreticiler sağlık endüstrisinin sermaye potansiyelini kendi üretimlerine çekebilmekteyken; bu durum araştırma geliştirme faaliyetleri önünde bir kısıt oluşturmaktadır.Özellikle gelişmemiş ve gelişmekte olan ekonomilerin sağlık hizmetlerinde ilaç kıtlığı yaşanmakta ve nükleer tıp ilaçları uygulamaları buna bağlı olarak kısıtlı biçimde gerçekleştirilmektedir. Bütünsel olarak değerlendirildiğinde ilaç üreticilerinin ürünlerine fiyatlandırma yaparken, diğer sektörlerdeki üreticilerden daha büyük bir sosyal yükümlülük altında oldukları bir gerçektir. Bu çalışmadaamaç nükleer tıp ilaç sektörü hakkında bilgilendirmeler yapılırken, bir ilacın değer öyküsünün nasıl oluşturulacağı, etkin bir şekilde piyasaya nasıl ve hangi stratejik fiyattan sunulacağı ve nihayetinde çeşitli müzakerelerle en doğru fiyatlandırma stratejilerine nasıl ulaşılabileceğini bir örnek üzerinden teorik olarak tartışmaktır. Çalışmada doğru değerlendirmelerle gerçekçi fiyatlandırma stratejisi önerilerinde bulunabilmek için özellikle Eczacıbaşı Holding’in nükleer tıp ilaç markası Monrol örneğinden istifade edilmektedir. Çalışma sonunda sağlık sektöründe mevcut düzenlemelerle belirlenen fiyatların tüketici davranışına etkileri incelendikten sonra,nükleer tıp ilaçlarının fiyatlandırma stratejilerinin tüketici davranışına bağlı olarak belirlenmesinin sağlık hizmetlerinin gelişimi için oldukça faydalı olacağı görüşüne varılmaktadır.

Health Management and Strategic Pricing in Nuclear Medicine Drugs: An Example of Eczacıbaşı Holding Monrol

Today, the use of nuclear medicine makes up approximately 25-30% of the use of health drugs. As a result of research and development activities in the health sector, the percentage of developing a viable drug is quite low. On the other hand, low price determination approaches for nuclear medicine drugs pose a threat to research and development (R&D) activities. While with the very low pricing strategy, manufacturers can attract the potential capital of the health industry to their own productions; this poses a constraint to research and development activities.There is a shortage of drugs especially in the health services of the undeveloped and developing economies, and nuclear medicine applications are limited accordingly. When evaluated in a holistic way, it is a fact that pharmaceutical producers are under greater social responsibility than the producers in other sectors while pricing their products. The purpose of this study is to discuss how to form a value of a drug, how to market drug effectively and at what strategic price should sell, and how to reach the most accurate pricing strategies through various negotiations while informing readers about the nuclear medicine industry. In order to make realistic pricing strategy suggestions with accurate evaluations in the study, the example of pricing strategies of nuclear medicine drug brand Monrol belongs to Eczacıbaşı Holding would have been benefited.At the end of the study, it has been concluded that by examining the influences of the prices in the health sector with the effects of current government regulations on consumer behavior, determining the pricing strategies of nuclear medicine accordingly, will be very beneficial for the development of health services in economies.

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