Report 4: Growth strategies in Japan’s pharma market – Products – by P Reed Maurer

Japan has a long history of rewarding innovation across many industrial sectors, including the pharmaceutical industry, says Japan industry watcher P Reed Maurer in this, the fourth, in his series of exclusive article on growth strategies in Japan. Since Japan opened its door to the West, it scouted the world for the best products, brought them home, and proceeded to make them better, smaller, and cheaper.

Growth in the pharma market has always been enhanced by launching new drugs with uniquely new features. The uniqueness may be a first in class drug, or a new mode of action, or a safer drug with fewer adverse reactions, or a drug with a more convenient dosing schedule to ensure compliance. Each of these innovations could qualify for price premiums over older, comparative drugs.

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