制药神话

医药公司希望我们相信,为了支付研发费用,必须要大幅度抬高处方药价格。这种说法言下之意是,医药公司把大部分钱都投到了研发上面,支付了研发费用后,剩下的利润也就不过平平了。公司说,抑制价格会中断研发、扼杀创新。但是,实际情况全非如此。

事实上,相对来说,大医药公司在研发上的投入很少—远低于他们在市场营销和管理上 的投入,甚至低于他们的剩余利润。例如,2002年,美国排名前十的十大医药公司的销售额为2170亿美元。他们自己的数据显示,花在研发上的钱是销售额的14%。而花在市场营销和管理上的钱则是研发的两倍,高达31%。剩下的利润也还有17%之多。

在年度报告中,多数医药公司会把市场营销和管理并到一起。但有一家公司在报告中说,营销管理总费用的85%是用于市场营销。假设这个数据也基本适用于其他大公司—我们有理由这么认为— 那么,每年这些公司光花在市场营销上的钱就几乎是研发的两倍。

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