구글 트렌드 빅데이터를 통한 바이오의약품의 시장 점유율 분석과 추정

• 영문명: Analysis and Estimation for Market Share of Biologicsbased on Google Trends Big Data
• 발행기관: 한국산업경영시스템학회
• 저자명: 봉기태(Ki Tae Bong) 이희상(Heesang Lee)
• 간행물 정보: 『산업경영시스템학회지』제43권 제2호, 14~24쪽, 전체 11쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Google Trends is a useful tool not only for setting search periods, but also for providing search volume to specific countries, regions, and cities. Extant research showed that the big data from Google Trends could be used for an on-line market analysis of opinion sensitive products instead of an on-site survey. This study investigated the market share of tumor necrosis factor-alpha (TNF-α) inhibitor, which is in a great demand pharmaceutical product, based on big data analysis provided by Google Trends. In this case study, the consumer interest data from Google Trends were compared to the actual product sales of Top 3 TNF-α inhibitors (Enbrel, Remicade, and Humira). A correlation analysis and relative gap were analyzed by statistical analysis between sales-based market share and interest-based market share. Besides, in the country-specific analysis, three major countries (USA, Germany, and France) were selected for market share analysis for Top 3 TNF-α inhibitors. As a result, significant correlation and similarity were identified by data analysis. In the case of Remicade’s biosimilars, the consumer interest in two biosimilar products (Inflectra and Renflexis) increased after the FDA approval. The analytical data showed that Google Trends is a powerful tool for market share estimation for biosimilars. This study is the first investigation in market share analysis for pharmaceutical products using Google Trends big data, and it shows that global and regional market share analysis and estimation are applicable for the interest-sensitive products.

목차

1. 서 론

2. 이론적 배경 및 방법

3. 연구 결과

4. 결론 및 시사점

Acknowledgement

References

키워드

Consumer Interest Google Trends Market Share TNF-α Inhibitor Biosimilar