[시장보고서]두경부암 치료 시장 규모, 점유율, 동향 분석 리포트 : 치료 유형별, 투여 경로별, 유통 채널별, 지역별, 부문 예측(2025-2033년)

두경부암 치료 시장 규모, 점유율, 동향 분석 리포트 : 치료 유형별, 투여 경로별, 유통 채널별, 지역별, 부문 예측(2025-2033년)

Head And Neck Cancer Therapeutics Market Size, Share & Trends Analysis Report By Therapy Type (Chemotherapy, Immunotherapy, Targeted Therapy), By Route of Administration, By Distribution Channel, By Region, And Segment Forecasts, 2025 - 2033

상품코드 : 1790335

리서치사 : Grand View Research

발행일 : 2025년 07월

페이지 정보 : 영문 105 Pages

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한글목차

샘플 요청 목록에 추가

두경부암 치료 시장 개요

세계의 두경부암 치료 시장 규모는 2024년에 22억 7,000만 달러로 추정되며, 2033년에는 62억 5,000만 달러에 달하며, 2025-2033년에 CAGR 11.95%로 성장할 것으로 예측됩니다. 두경부암 발병률 증가, 표적치료제 및 면역치료에 대한 수요 증가, 진단 정확도 향상 등으로 시장이 확대되고 있습니다.

2025년 6월, GORTEC의 임상 3상 REACH 시험에서 시스플라틴 부적격 두경부암 환자를 대상으로 아벨루맙과 방사선 치료의 병용요법에서 좋은 결과를 보였습니다. 이 시험은 1차 평가변수인 무진행 생존기간 연장을 달성했으며, 500명 이상의 등록 환자에서 양호한 안전성 프로파일을 보였습니다. 개인 맞춤형 암 치료에 대한 환자와 임상의의 인식이 높아지면서 조기 진단과 다제 병용요법의 도입이 가속화되고 있습니다. 독성이 적은 저침습적 치료로의 전환은 새로운 약제군에 대한 임상적 선호도를 높이고 있습니다. 임상시험의 확대와 규제 당국의 신속한 승인으로 주요 시장에서의 제품 접근성이 향상되고 있습니다.

인유두종바이러스(HPV) 관련 구인두암의 유병률 증가는 두경부암 치료제 시장의 중요한 촉진요인으로 부상하고 있습니다. 이러한 HPV 관련 아형은 치료에 대한 반응이 다른 경우가 많아 연구와 맞춤형 약물 개발이 증가하고 있습니다. 임상 가이드라인에서는 HPV의 상태에 따라 치료 접근법을 구분하는 경향이 강화되고 있으며, 정밀치료에 대한 요구가 높아지고 있습니다. 제약회사들은 바이러스의 암화에 대응하는 치료 프로토콜에 투자하고 있으며, 치료의 전망을 넓히고 있습니다. 젊은 성인의 HPV 양성 환자 증가로 질병 인구층이 변화하고 새로운 시장 기회가 창출되고 있습니다. HPV 관련 악성 종양에 대한 일반인의 인식과 검진 강화는 조기 진단과 치료 시작에 기여하고 있습니다.

두경부암 치료 분야에서는 병용요법 전략의 도입이 가속화되고 있으며, 반응률과 생존율의 개선이 기대되고 있습니다. 면역요법과 화학요법 및 표적치료제를 결합한 치료 요법은 1차 치료와 난치성 모두에서 시험되고 있습니다. 예를 들어 2025년 6월 FDA는 PD-L1 양성 두경부암 환자를 위한 키트루다를 승인하면서 바이오마커를 이용한 치료에 대한 관심이 높아지고 있음을 강조했습니다. 이번 발표에서는 PD-L1 음성 환자의 미충족 수요도 강조하고 있습니다. CEL-SCI의 멀티카인은 PD-L1의 상태에 관계없이 표준 치료 전에 환자를 치료함으로써 이 격차를 해소하는 것을 목표로 합니다. 초기 면역반응을 자극하도록 설계된 멀티카인은 치료 접근성을 확대하고 다양한 환자군에서 치료 결과를 개선할 수 있는 새로운 접근법입니다.

지역별 시장 점유율 분석, 2024년과 2033년
지역별 시장 대시보드
시장 규모와 예측 동향 분석, 2021-2033년
북미
- 국가별, 2021-2033년
- 미국
- 캐나다
- 멕시코
유럽
- 영국
- 독일
- 프랑스
- 이탈리아
- 스페인
- 덴마크
- 스웨덴
- 노르웨이
아시아태평양
- 일본
- 중국
- 인도
- 호주
- 한국
- 태국
라틴아메리카
- 브라질
- 아르헨티나
중동 및 아프리카
- 남아프리카공화국
- 사우디아라비아
- 아랍에미리트
- 쿠웨이트

제8장 경쟁 구도

참가자 개요
기업의 시장 현황 분석
기업 분류
전략 지도제작
기업 개요/상장기업
- Eli Lilly and Company
- Sanofi
- Merck & Co., Inc.
- Cumberland Pharmaceuticals Inc.
- Bristol-Myers Squibb Company
- AstraZeneca
- Takeda Pharmaceutical Company Limited
- Teva Pharmaceutical Industries Ltd.
- F. Hoffmann-La Roche Ltd.

KSA

영문 목차

영문목차

Head And Neck Cancer Therapeutics Market Summary

The global head and neck cancer therapeutics market size was estimated at USD 2.27 billion in 2024 and is projected to reach USD 6.25 billion by 2033, growing at a CAGR of 11.95% from 2025 to 2033. The market is growing due to the rising incidence of head and neck cancers, increasing demand for targeted and immunotherapy-based treatments, and advancements in diagnostic precision.

In June 2025, GORTEC's Phase III REACH trial showed positive results for avelumab plus radiotherapy in head and neck cancer patients ineligible for cisplatin. The trial met its primary endpoint of improved progression-free survival and demonstrated a favorable safety profile across over 500 enrolled patients. Growing awareness among patients and clinicians regarding personalized oncology care is accelerating early diagnosis and multi-line therapy adoption. The shift toward minimally invasive treatment options with reduced toxicity drives clinical preference for novel drug classes. Expansion of clinical trials and faster regulatory approvals are enhancing product availability across key markets.

The growing prevalence of human papillomavirus (HPV)-associated oropharyngeal cancers is emerging as a significant driver in the head and neck cancer therapeutics market. These HPV-related subtypes often respond differently to treatment, prompting a rise in research and tailored drug development. Clinical guidelines increasingly differentiate therapeutic approaches based on HPV status, fueling demand for precision therapies. Pharmaceutical companies are investing in treatment protocols that address viral oncogenesis, expanding the therapeutic landscape. The increasing incidence of HPV-positive cases among younger adults has shifted the disease demographic, creating new market opportunities. Enhanced public awareness and screening for HPV-related malignancies contribute to earlier diagnosis and treatment initiation.

Adopting combination therapy strategies is gaining momentum in the head and neck cancer therapeutics space, offering improved response rates and survival outcomes. Treatment regimens integrating immunotherapy with chemotherapy or targeted agents are being tested in both first-line and refractory settings. For instance, in June 2025, the FDA approved Keytruda for PD-L1-positive head and neck cancer patients, highlighting the growing focus on biomarker-based therapies. The announcement also emphasized the unmet need in PD-L1-negative patients. CEL-SCI's Multikine aims to address this gap by treating patients before standard therapies, regardless of PD-L1 status. Designed to stimulate an early immune response, Multikine represents a novel approach that could broaden treatment access and improve outcomes across diverse patient groups.

Global Head And Neck Cancer Therapeutics Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global head and neck cancer therapeutics market report based on therapy type, route of administration, distribution channel, and region:

Therapy Type Outlook (Revenue, USD Million, 2021 - 2033)
Chemotherapy
Immunotherapy
Targeted Therapy
Route of Administration Outlook (Revenue, USD Million, 2021 - 2033)
Injectable
Oral
Distribution Channel Outlook (Revenue, USD Million, 2021 - 2033)
Retail and Specialty Pharmacies
Hospital Pharmacies
Online Pharmacies
Regional Outlook (Revenue, USD Million, 2021 - 2033)
North America
- U.S.
- Canada
- Mexico
Europe
- UK
- Germany
- France
- Italy
- Spain
- Denmark
- Sweden
- Norway
Asia Pacific
- Japan
- China
- India
- Australia
- South Korea
- Thailand
Latin America
- Brazil
- Argentina
Middle East & Africa
- South Africa
- Saudi Arabia
- UAE
- Kuwait

Chapter 1. Methodology and Scope

1.1. Market Segmentation & Scope
1.2. Segment Definitions
- 1.2.1. Therapy Type
- 1.2.2. Route of Administration
- 1.2.3. Distribution Channel
1.3. Estimates and Forecast Timeline
1.4. Research Methodology
1.5. Information Procurement
- 1.5.1. Purchased Database
- 1.5.2. GVR's Internal Database
- 1.5.3. Secondary Sources
- 1.5.4. Primary Research
1.6. Information Analysis
- 1.6.1. Data Analysis Models
1.7. Market Formulation & Data Visualization
1.8. Model Details
- 1.8.1. Commodity Flow Analysis
1.9. List of Secondary Sources
1.10. Objectives

Chapter 2. Executive Summary

2.1. Market Snapshot
2.2. Segment Snapshot
2.3. Competitive Landscape Snapshot

Chapter 3. Head and Neck Cancer Therapeutics Market Variables, Trends, & Scope

3.1. Market Lineage Outlook
3.2. Market Dynamics
- 3.2.1. Market Driver Analysis
- 3.2.2. Market Restraint Analysis
3.3. Business Environment Analysis
- 3.3.1. Industry Analysis - Porter's Five Forces Analysis
  - 3.3.1.1. Supplier Power
  - 3.3.1.2. Buyer Power
  - 3.3.1.3. Substitution Threat
  - 3.3.1.4. Threat of New Entrants
  - 3.3.1.5. Competitive Rivalry
- 3.3.2. PESTLE Analysis
- 3.3.3. Pipeline Analysis
- 3.3.4. Patent Expiry Analysis
- 3.3.5. Pricing Analysis

Chapter 4. Head and Neck Cancer Therapeutics Market: Therapy Type Business Analysis

4.1. Therapy Type Market Share, 2024 & 2033
4.2. Therapy Type Segment Dashboard
4.3. Market Size & Forecasts and Trend Analysis, by Therapy Type, 2021 to 2033 (USD Million)
4.4. Chemotherapy
- 4.4.1. Chemotherapy Market, 2021 - 2033 (USD Million)
4.5. Immunotherapy
- 4.5.1. Immunotherapy Market, 2021 - 2033 (USD Million)
4.6. Targeted Therapy
- 4.6.1. Targeted Therapy Market, 2021 - 2033 (USD Million)

Chapter 5. Head and Neck Cancer Therapeutics Market: Route of Administration Business Analysis

5.1. Route of Administration Market Share, 2024 & 2033
5.2. Route of Administration Segment Dashboard
5.3. Market Size & Forecasts and Trend Analysis, by Route of administration, 2021 to 2033 (USD Million)
5.4. Injectable
- 5.4.1. Injectable Market, 2021 - 2033 (USD Million)
5.5. Oral
- 5.5.1. Oral Market, 2021 - 2033 (USD Million)

Chapter 6. Head and Neck Cancer Therapeutics Market: Distribution Channel Business Analysis

6.1. Distribution Channel Market Share, 2024 & 2033
6.2. Distribution Channel Segment Dashboard
6.3. Market Size & Forecasts and Trend Analysis, by Distribution channel, 2021 to 2033 (USD Million)
6.4. Retail and Specialty Pharmacies
- 6.4.1. Retail and Specialty Pharmacies Market, 2021 - 2033 (USD Million)
6.5. Hospital Pharmacies
- 6.5.1. Hospital Pharmacies Market, 2021 - 2033 (USD Million)
6.6. Online Pharmacies
- 6.6.1. Online Pharmacies Market, 2021 - 2033 (USD Million)

Chapter 7. Head and Neck Cancer Therapeutics Market: Regional Estimates & Trend Analysis

7.1. Regional Market Share Analysis, 2024 & 2033
7.2. Regional Market Dashboard
7.3. Market Size & Forecasts Trend Analysis, 2021 to 2033:
7.4. North America
- 7.4.1. North America Head and Neck Cancer Therapeutics Market Estimates and Forecasts, By Country, 2021 - 2033 (USD Million)
- 7.4.2. U.S.
  - 7.4.2.1. Key Country Dynamics
  - 7.4.2.2. Route of Administration Disease Prevalence
  - 7.4.2.3. Regulatory Framework
  - 7.4.2.4. Reimbursement Framework
  - 7.4.2.5. U.S. Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.4.3. Canada
  - 7.4.3.1. Key Country Dynamics
  - 7.4.3.2. Route of Administration Disease Prevalence
  - 7.4.3.3. Regulatory Framework
  - 7.4.3.4. Reimbursement Framework
  - 7.4.3.5. U.S. Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.4.4. Mexico
  - 7.4.4.1. Key Country Dynamics
  - 7.4.4.2. Route of Administration Disease Prevalence
  - 7.4.4.3. Regulatory Framework
  - 7.4.4.4. Reimbursement Framework
  - 7.4.4.5. Mexico Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
7.5. Europe
- 7.5.1. Europe Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.2. UK
  - 7.5.2.1. Key Country Dynamics
  - 7.5.2.2. Route of Administration Disease Prevalence
  - 7.5.2.3. Regulatory Framework
  - 7.5.2.4. Reimbursement Framework
  - 7.5.2.5. Uk Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.3. Germany
  - 7.5.3.1. Key Country Dynamics
  - 7.5.3.2. Route of Administration Disease Prevalence
  - 7.5.3.3. Regulatory Framework
  - 7.5.3.4. Reimbursement Framework
  - 7.5.3.5. Germany Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.4. France
  - 7.5.4.1. Key Country Dynamics
  - 7.5.4.2. Route of Administration Disease Prevalence
  - 7.5.4.3. Regulatory Framework
  - 7.5.4.4. Reimbursement Framework
  - 7.5.4.5. France Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.5. Italy
  - 7.5.5.1. Key Country Dynamics
  - 7.5.5.2. Route of Administration Disease Prevalence
  - 7.5.5.3. Regulatory Framework
  - 7.5.5.4. Reimbursement Framework
  - 7.5.5.5. Italy Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.6. Spain
  - 7.5.6.1. Key Country Dynamics
  - 7.5.6.2. Route of Administration Disease Prevalence
  - 7.5.6.3. Regulatory Framework
  - 7.5.6.4. Reimbursement Framework
  - 7.5.6.5. Spain Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.7. Denmark
  - 7.5.7.1. Key Country Dynamics
  - 7.5.7.2. Route of Administration Disease Prevalence
  - 7.5.7.3. Regulatory Framework
  - 7.5.7.4. Reimbursement Framework
  - 7.5.7.5. Denmark Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.8. Sweden
  - 7.5.8.1. Key Country Dynamics
  - 7.5.8.2. Route of Administration Disease Prevalence
  - 7.5.8.3. Regulatory Framework
  - 7.5.8.4. Reimbursement Framework
  - 7.5.8.5. Sweden Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.5.9. Norway
  - 7.5.9.1. Key Country Dynamics
  - 7.5.9.2. Route of Administration Disease Prevalence
  - 7.5.9.3. Regulatory Framework
  - 7.5.9.4. Reimbursement Framework
  - 7.5.9.5. Norway Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
7.6. Asia Pacific
- 7.6.1. Asia Pacific Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.2. Japan
  - 7.6.2.1. Key Country Dynamics
  - 7.6.2.2. Route of Administration Disease Prevalence
  - 7.6.2.3. Regulatory Framework
  - 7.6.2.4. Reimbursement Framework
  - 7.6.2.5. Japan Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.3. China
  - 7.6.3.1. Key Country Dynamics
  - 7.6.3.2. Route of Administration Disease Prevalence
  - 7.6.3.3. Regulatory Framework
  - 7.6.3.4. Reimbursement Framework
  - 7.6.3.5. China Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.4. India
  - 7.6.4.1. Key Country Dynamics
  - 7.6.4.2. Route of Administration Disease Prevalence
  - 7.6.4.3. Regulatory Framework
  - 7.6.4.4. Reimbursement Framework
  - 7.6.4.5. India Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.5. Australia
  - 7.6.5.1. Key Country Dynamics
  - 7.6.5.2. Route of Administration Disease Prevalence
  - 7.6.5.3. Regulatory Framework
  - 7.6.5.4. Reimbursement Framework
  - 7.6.5.5. Australia Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.6. South Korea
  - 7.6.6.1. Key Country Dynamics
  - 7.6.6.2. Route of Administration Disease Prevalence
  - 7.6.6.3. Regulatory Framework
  - 7.6.6.4. Reimbursement Framework
  - 7.6.6.5. South Korea Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.6.7. Thailand
  - 7.6.7.1. Key Country Dynamics
  - 7.6.7.2. Route of Administration Disease Prevalence
  - 7.6.7.3. Regulatory Framework
  - 7.6.7.4. Reimbursement Framework
  - 7.6.7.5. Thailand Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
7.7. Latin America
- 7.7.1. Latin America Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.7.2. Brazil
  - 7.7.2.1. Key Country Dynamics
  - 7.7.2.2. Route of Administration Disease Prevalence
  - 7.7.2.3. Regulatory Framework
  - 7.7.2.4. Reimbursement Framework
  - 7.7.2.5. Japan Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.7.3. Argentina
  - 7.7.3.1. Key Country Dynamics
  - 7.7.3.2. Route of Administration Disease Prevalence
  - 7.7.3.3. Regulatory Framework
  - 7.7.3.4. Reimbursement Framework
  - 7.7.3.5. China Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
7.8. Middle East and Africa
- 7.8.1. Middle East and Africa Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.8.2. South Africa
  - 7.8.2.1. Key Country Dynamics
  - 7.8.2.2. Route of Administration Disease Prevalence
  - 7.8.2.3. Regulatory Framework
  - 7.8.2.4. Reimbursement Framework
  - 7.8.2.5. South Africa Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.8.3. Saudi Arabia
  - 7.8.3.1. Key Country Dynamics
  - 7.8.3.2. Route of Administration Disease Prevalence
  - 7.8.3.3. Regulatory Framework
  - 7.8.3.4. Reimbursement Framework
  - 7.8.3.5. Saudi Arabia Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.8.4. UAE
  - 7.8.4.1. Key Country Dynamics
  - 7.8.4.2. Route of Administration Disease Prevalence
  - 7.8.4.3. Regulatory Framework
  - 7.8.4.4. Reimbursement Framework
  - 7.8.4.5. UAE Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)
- 7.8.5. Kuwait
  - 7.8.5.1. Key Country Dynamics
  - 7.8.5.2. Route of Administration Disease Prevalence
  - 7.8.5.3. Regulatory Framework
  - 7.8.5.4. Reimbursement Framework
  - 7.8.5.5. Kuwait Head and Neck Cancer Therapeutics Market Estimates and Forecasts, 2021 - 2033 (USD Million)

Chapter 8. Competitive Landscape

8.1. Participant Overview
8.2. Company Market Position Analysis
8.3. Company Categorization
8.4. Strategy Mapping
8.5. Company Profiles/Listing
- 8.5.1. Eli Lilly and Company
  - 8.5.1.1. Overview
  - 8.5.1.2. Financial Performance
  - 8.5.1.3. Therapy Type Benchmarking
  - 8.5.1.4. Strategic Initiatives
- 8.5.2. Sanofi
  - 8.5.2.1. Overview
  - 8.5.2.2. Financial Performance
  - 8.5.2.3. Therapy Type Benchmarking
  - 8.5.2.4. Strategic Initiatives
- 8.5.3. Merck & Co., Inc.
  - 8.5.3.1. Overview
  - 8.5.3.2. Financial Performance
  - 8.5.3.3. Therapy Type Benchmarking
  - 8.5.3.4. Strategic Initiatives
- 8.5.4. Cumberland Pharmaceuticals Inc.
  - 8.5.4.1. Overview
  - 8.5.4.2. Financial Performance
  - 8.5.4.3. Therapy Type Benchmarking
  - 8.5.4.4. Strategic Initiatives
- 8.5.5. Bristol-Myers Squibb Company
  - 8.5.5.1. Overview
  - 8.5.5.2. Financial Performance
  - 8.5.5.3. Therapy Type Benchmarking
  - 8.5.5.4. Strategic Initiatives
- 8.5.6. AstraZeneca
  - 8.5.6.1. Overview
  - 8.5.6.2. Financial Performance
  - 8.5.6.3. Therapy Type Benchmarking
  - 8.5.6.4. Strategic Initiatives
- 8.5.7. Takeda Pharmaceutical Company Limited
  - 8.5.7.1. Overview
  - 8.5.7.2. Financial Performance
  - 8.5.7.3. Therapy Type Benchmarking
  - 8.5.7.4. Strategic Initiatives
- 8.5.8. Teva Pharmaceutical Industries Ltd.
  - 8.5.8.1. Overview
  - 8.5.8.2. Financial Performance
  - 8.5.8.3. Therapy Type Benchmarking
  - 8.5.8.4. Strategic Initiatives
- 8.5.9. F. Hoffmann-La Roche Ltd.
  - 8.5.9.1. Overview
  - 8.5.9.2. Financial Performance
  - 8.5.9.3. Therapy Type Benchmarking
  - 8.5.9.4. Strategic Initiatives

한글목차

목차

제1장 조사 방법과 범위

제2장 개요

제3장 두경부암 치료 시장 변수, 동향, 범위

제4장 두경부암 치료 시장 : 치료 유형 비즈니스 분석

제5장 두경부암 치료 시장 : 투여 경로 비즈니스 분석

제6장 두경부암 치료 시장 : 유통 채널 비즈니스 분석

제7장 두경부암 치료 시장 : 지역별, 추정·동향 분석