Specifics of Pharmaceutical Industry Marketing

Abstract

The paper substantiates the relevance and necessity of studying the specifics of marketing in pharmaceutical enterprises. The purpose of the paper is to determine the specifics and characteristics of modern pharmaceutical marketing. The paper uses methods of analysis, grouping, and a system approach. The features of the modern pharmaceutical industry in countries with market economies are presented. Current trends and features of the development of the global pharmaceutical market are identified. The key problems of the pharmaceutical market of Ukraine and priorities of its development are considered, taking into account the feasibility of using marketing tools. Among the identified priorities, it is important to increase the competitiveness of products and enterprises of the pharmaceutical industry through qualitative changes and innovations; ensure the innovative development of industrial enterprises in this industry; apply creative approaches. Specifics of pharmaceutical marketing are given. The interests of the subjects of the modern pharmaceutical market are combined into a “complex” covering two levels: micro- and macro-. The interaction of the main subjects of the pharmaceutical market is studied. The main forms of a marketing application in the pharmaceutical industry are considered. The scientific originality of the paper is reflected in the authors’ proposals to combine the interests of all subjects of the modern pharmaceutical market into a certain complex that covers two levels; to build a graphical display of all possible connections between the subjects of the pharmaceutical market. The practical significance of the paper consists in the possibility of introducing priorities for the development of the pharmaceutical market in Ukraine, considering the feasibility of using marketing tools. It is noted that most manufacturers in the pharmaceutical industry do not implement the third form since all functions related to marketing are performed by intermediary networks. Prospects for further research are to study the international experience of cooperation between pharmaceutical companies, a detailed review of global trends in pharmacy

Keywords

• pharmaceutical market
• demand
• forms of a marketing application
• subjects of the pharmaceutical market
• marketing