의약품 유통 비교 분석을 통한 소비자후생 증대 방안- 직거래 및 도매거래 유통 실태 분석을 중심으로 -

This study compared pros and cons of direct transaction to pharmaceutical firms as well as transactions through wholesalers for the distribution of pharmaceuticals. Through surveys for the wholesalers and pharmaceutical companies, behaviors of both entities were analyzed in terms of structure (the number of pharmaceuticals, man-powers), conduct (order and distributional methods), and performance (distribution, accessibility, sales power, market follow-ups, and hidden transaction behaviors). Results showed that the wholesalers did better in the efficiency and the speed of distribution, and productivity. But they adhered to some limited functions including logistics, or money collection rather than promotion or product management. On the other hand, the pharmaceutical firms performed better in sales operation, product follow-up systems (recall and refund), but they had weakness in the efficiency and the speed of distribution. Also, the firms had difficulty in overcoming hidden transactions (e.g. bribes for prescription, or back margins) because part of their orders come from direct visits for the clinics or hospitals. In conclusion it is better to strengthen the roles of the wholesalers in pharmaceutical distribution since there are variety of pharmaceuticals and the pharmaceuticals are sold frequently in small amounts. It can lead to improvement of consumer welfare by decreasing the number of transactions between pharmaceutical companies and hospitals/pharmacies, and finally reducing social cost. For the grow-up of pharmaceutical distribution, establishing efficient distribution system, providing sufficient information and applying economies of scale in distribution, are to be required.