The main objectives of the task of pharmaceutical marketing. Pharmaceutical marketing: goals, forms, principles, functions Marketing strategy t pharmaceutical

MINISTRY OF SCIENCE AND EDUCATION OF THE RUSSIAN FEDERATION

Non-state educational institution

Higher professional education

SAMARA MEDICAL INSTITUTE REAVIZ

(NOU VPO MEDIA "REAVIZ")

Department of Pharmacy

G.V. Belchikova, L.V. Zolotareva

PHARMACEUTICAL MARKETING

Textbook for students of the Faculty of Pharmacy

Samara

Modern marketing is a business philosophy that determines the entire strategy and tactics of an enterprise in a competitive environment.

Marketing combines and integrates a two-pronged approach:

Comprehensive study of the market, demand, taste of consumers, orientation of production on the one hand;

Active influence on the market, demand, formation of tastes and preferences of consumers on the other hand.

There are about 2000 definitions of marketing.

Here are some of them:

Marketing is a management concept that ensures the market orientation of the production and marketing activities of the enterprise.

Marketing- a set of processes for planning, creating, promoting goods and services.

Marketing- should not be identified with the sale of goods, because the function of the trading system is to convince the buyer to buy what is already produced, and

The task of marketing is to supply the product that the consumer really needs.

Marketing- this is a type of market activity in which a systematic approach and a program-target method for solving economic problems are used, and the market, its requirements are a criterion for the effectiveness of this activity.

Marketing- a system of activities, including the study, analysis, planning and control of programs designed to study consumer demand, create operational management of production, product realization and cost, which satisfy consumers more qualitatively, in order to ensure the achievement of the enterprise's goal.

2 definitions of marketing according to Kotler :

1) Marketing- a type of human activity aimed at satisfying needs and requirements through exchange.

2) Marketing- is a social process by which individuals receive what they need and what they want, on the basis of the exchange of some goods and values ​​for others.

Marketing- a set of actions of the company in the market, turning the needs of consumers into the income of the company.

In this way, Marketing is the concept of managing an organization in a market environment.

Stages of marketing development

Stage 1- Focus on production. Marketing was passive. Everything was determined by the conditions of production, plans. The manufacturer worked out of contact with the consumer, a lot of unnecessary goods were produced, a lot was written off.

Stage 2– Sales orientation, market research begins.

Stage 3- Orientation to the consumer, satisfaction of needs.

Stage 4– Focus on society, public opinion becomes important, environmental issues are raised

Marketing, according to a broad understanding, is a social and managerial process through which people, through the creation of products and their exchange, get what they need.

At the core marketing lies a concept that includes the concepts: need, need, demand, commodity or product, exchange, transaction, market.

Need- a need for something that needs to be satisfied. If marketing fails to meet a need, it modifies or downplays it.

Need- a need that has taken specific forms depending on the individual characteristics of the consumer and the level of development of society.

Demand- a form of manifestation of need, i.e. a specific need, supported by solvency.

Consumption- the process of meeting demand.

Product or product- everything that can be offered on the market for purchase, use in order to satisfy needs.

Exchange The act of obtaining a desired product from someone by offering something in return.

To make an exchange, you need:

1) there must be at least two parties to the exchange;

2) each side of the exchange must have something that is of value to the other side;

3) each party should be free to choose: to enter into an exchange or not;

4) each party to the exchange must be able to communicate and deliver the goods.

Compliance with these conditions makes the exchange possible, and it will take place

maybe if the parties agree.

Deal- a trade operation between two parties, including two subjects of interest, as well as an agreement on the conditions, terms and place of its implementation.

Terms of a transaction:

Availability of at least two goods of interest for exchange;

Negotiation of conditions, terms, place of the transaction.

Market- (from the point of view of marketing) the totality of existing and potential sellers and buyers.

Marketing performs two main tasks:

1. Orientation of production to meet the existing and potential needs of the population;

2. Formation and stimulation of demand.

Based on the main tasks, formulated two main formulas of marketing:

1. Produce what is bought, not produce what is produced;

2. If the goods are produced, they must be sold.

Public Importance of Marketing:

1. Maximizing consumption.

2. Maximizing the degree of consumer satisfaction.

3. Maximizing consumer choice.

4. Maximizing the quality of life.

According to the size of the market coverage, marketing is distinguished:

Mass

product-differentiated

Target

Mass marketing - characterized by mass production, this is the marketing of one product intended for all consumers at once (for example, a product - toothpaste).

Product - differentiated - is characterized by the production and marketing of several products with different properties, intended for all customers, but with different tastes (for example, LP - "Tera Flu" of various modifications).

Target marketing - characterized by the fact that the production and marketing of products designed specifically for certain market segments (for example, antihistamine drugs) is carried out.

Distinguish service marketing, organization marketing(image of the organization), individual marketing(personal image - for politicians, singers, etc. - is developed by image makers), marketing places(for example, it is not recommended to open a pharmacy next to a dirty market, sobering-up station), idea marketing(for example, the idea of ​​"being healthy").

There are five main approaches on the basis of which commercial organizations conduct their marketing activities:

1. Production improvement concept

Consumers are sympathetic to goods and prices. It is necessary to improve production and increase the efficiency of the distribution system. When demand for goods exceeds supply, production must be increased. When the cost of a product is too high, it must be reduced, for which it is necessary to increase productivity.

2. Product Improvement Concept

Consumers favor products that have the highest quality, best performance properties and characteristics (effective LP), and therefore, the company must focus its energy on continuous improvement of the product.

3. The concept of intensifying commercial efforts

This concept states that consumers will not buy enough of a business's products unless the business makes significant marketing and promotional efforts. The intensification of commercial efforts can be the provision of goods to pharmacies on credit without prepayment.

4. Marketing concept

She argues that the key to achieving the goals of the enterprise is to determine the needs and requirements of target markets and provide the desired satisfaction in a more efficient and more productive way than competitors.

The concept of pharmaceutical marketing is a focus on the needs and needs of patients, supported by an integrated marketing effort aimed at creating customer satisfaction as the basis for achieving enterprise goals.

5. The concept of socially - ethical marketing

This concept states that the task of the enterprise is to establish the needs, needs and interests of target markets and provide the desired satisfaction in a more efficient and more productive (than competitors) ways while maintaining and strengthening the well-being of the consumer and society as a whole.

Socio-ethical marketing requires market actors to link three factors within the framework of marketing policy.

The concept of socially ethical marketing requires a balance of all three factors: the company's profit, consumer needs and the interests of society.

Pharmaceutical Marketing- part of general marketing - the process of implementing pharmaceutical care - activities aimed at meeting the needs and requirements of the population in pharmaceutical products.

Pharmaceutical marketing, being part of healthcare marketing, has a number of features that are not typical of general marketing. The main purpose of pharmaceutical marketing is optimization of the pharmaceutical care market, which is understood as an analysis of the relationship between need, need, demand and supply, as well as taking into account the influence of all internal factors of the drug supply system for the population.

The product in pharmaceutical marketing is medicines in various dosage forms, medical instruments, dressings, etc., the use of which depends not only on the patient's disease, but also on the qualifications of the doctor.

So first and the main feature of pharmaceutical marketing is that in the case of pharmaceutical assistance, the classical formula of purchase and sale becomes more complicated, because the third link is included in the buyer (patient) - seller (pharmacist) system - a doctor who is equally, and sometimes to a greater extent, a generator demand.

Second An important feature is that when analyzing the market, it is necessary to take into account not demand, as in general marketing, but three parameters at once - need, need and demand.

Third a feature is that consumers often view medical and pharmaceutical products not as a desired product, but as a necessary purchase, and therefore, as a rule, they make a purchase under the pressure of symptoms of an illness or when they feel deviations from normal well-being. This, in turn, determines that the patient does not buy a medicine or an item of care as such, but a way to regain health and eliminate the state of discomfort caused by ill health.

Fourth the peculiarity is connected with the ignorance of the end user (patient) about what medicine he needs and which of the synonyms available on the market should be chosen.

Fifth An important feature is that pharmaceutical products must be of only high quality.

Summarizing the above features, we can say that, along with the patient, one of the main objects of pharmaceutical marketing is a drug (product) in various dosage forms (product units), which, as a product, has some unique characteristics that, in turn, set specific marketing features:

1. The doctor, not the patient, makes the decision about the need to take the drug, but the doctor is not able to control the purchase and consumption of the drug;

2. Sick, drug user, most often knows little about the quality and purpose of the drug, and in addition, and not always willing use it;

3. Defining indicators when purchasing a medicinal product efficiency, quality and safety, not the price;

4. Pharmaceutical marketing to a greater extent associated with the regulatory role of the external environment, which is played by a state institution in the drug supply system (quality requirements, registration, nomenclature, pricing, dispensing conditions).

The main objectives of the task of pharmaceutical marketing

Based on the foregoing, the main goals of pharmaceutical marketing can be defined as study of society's needs for medicines and services for the provision of pharmaceutical assistance to the population and the development of strategic programs aimed at the timely and most complete satisfaction of these needs.

The main tasks of pharmaceutical marketing include:

Analysis of the pharmaceutical market, identification of the characteristics of pharmaceutical products as a commodity, the specifics of supply and demand;

Analysis of the needs of the pharmaceutical market and forecasting its development;

Improving the quality of services for the provision of pharmaceutical care to the population through the creation of a rational information marketing environment for drug marketing subjects;

Development of integrated methods for generating demand for goods and services of a pharmaceutical profile;

Identification of the features of drug marketing management;

Development of strategic planning methods that ensure the profitability of the production of medicines and their sale, taking into account the macroeconomic situation and the company's own potential.

Marketing is a complex socio-economic category that has many aspects:

organizational and technical;

managerial;

economic;

social;

ideological;

political.

In the classical sense, marketing is defined as a type of economic activity in which the resources of an enterprise are directed not to the sale of manufactured goods, but to the creation of goods and services for the emerging, future effective demand.

Pharmaceutical Marketing - activities aimed at meeting the needs and requirements of the population in pharmaceutical products.

Features of pharmaceutical marketing are determined by:

the specifics of pharmaceutical products, the nature of market entry barriers (all drugs must pass the necessary certification and licensing, thus entering this market is hampered not so much by competitors as by possible problems with various documentation);

the composition of consumers (the presence of intermediate consumers, that is, the drug from the manufacturer can go both to the wholesaler and to retail companies, the product cannot go directly to the consumer);

formal and informal institutions (formal institutions correspond to formal rules, the sanctions for violation of which are of an organized nature, i.e. laws, orders, acts - rules with a specialized guarantor, usually this guarantor is the state. On the contrary, informal institutions correspond to informal rules, and punishment for deviation from them is implemented spontaneously, i.e. those rules that any member of society can act as a guarantor);

relationships in the distribution channels (which channel should be used by the company is one of its main decisions, since the number of costs and consumers depends on it).

Given the above, the main goal of marketing activities is to make a profit, its achievement is carried out by satisfying the needs of the buyer. At the same time, a combination of the economic interests of the organization with the preservation of the consumer's gain should be ensured.

The nature of marketing is reflected as fully as possible in the following rule: "Produce and sell only what, of course, will find a market, and do not try to force people to buy what you managed to produce."

At the same time, the goals of pharmaceutical marketing should be:

achievable;

understandable;

consistent with the overall goals and objectives of the enterprise;

controlled;

targeting specific time frames.

The principles of marketing determine the general direction of the goals of the enterprise in the field of marketing.

Marketing Principles - the initial provisions of the market activity of the enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

To the main principles pharmaceutical marketing include:

consumer orientation (offered medicines must meet the interests and expectations of buyers);

complexity (systematic interaction of all structures of the pharmaceutical market to achieve all goals and best financial results);

flexibility and adaptability (the ability of an enterprise to change the parameters of its work and activities, that is, to adapt to the market);

focus on the future (the constant work of enterprises to expand the range, to develop all services, etc.);

the focus of the marketing activities of the enterprise on achieving the final practical result (bringing all medicines to the end consumer in the most beneficial way for both parties).

The organization of marketing in an enterprise involves the use of marketing functions in the interaction of an enterprise with the market.

Marketing Functions - a set of activities, methods and techniques aimed at ensuring the effective marketing activities of the enterprise.

Main functions pharmaceutical marketing are:

analytical(study of the external and internal marketing environment of the organization; analysis of the pharmaceutical market, consumers of medicines and the product itself, i.e. medicines);

production(quality management and competitiveness of an enterprise producing drugs; development of new technologies);

marketing(organization of the distribution system - how to bring the goods to the end consumer; conducting a pricing policy).

command and control(organization of strategic and operational planning; organization of the communication system).

The set of functions is marketing process, providing conditions for the successful operation of the enterprise in the market (Fig. 2).

Figure 2 - Organization of the marketing process

The term marketing comes from the English. "market" - the market and literally translated as "market making". Marketing has always been. True, the first marketing operation was unsuccessful: Adam and Eve exchanged the Garden of Eden for an apple.

Marketing theory originated in the United States in the early 20th century. Initially, marketing research covered all types of marketing activities, the production sector was not covered by marketing. In the 1950s, marketing theory joined with management theory. An applied science of managing companies based on the principles of marketing arose, which was called "market theory of management".

From this moment begins the mass domination of marketing in practice - this new concept began to consider production and sales as a whole. The object of marketing has become all activities for the development of new products and technologies, planning and implementation of production plans, financial and marketing activities.

The analysis of the market took the first place, the production was guided by the results of this analysis.

As the main goal, along with profit, the satisfaction of consumer demand was proclaimed.

There are many definitions of marketing. It is most accurately characterized by the definition adopted by the American Marketing Association in 1985.

Marketing - is the planning and development of concepts for pricing, promotion and distribution of goods and services to effectively meet the individual and group needs of consumers. Marketing - this is a type of human activity aimed at satisfying needs and requirements through exchange (Kotler).

Pharmaceutical Marketing - part of general marketing - the process of implementing pharmaceutical care - activities aimed at meeting the needs and requirements of the population in pharmaceutical products.

Stages of the historical development of marketing

Orientation to production - this marketing was passive, everything was determined by the conditions of production. Some goods were practically not needed, many were written off. The manufacturer worked out of contact with the consumer.

Sales orientation - products had to be sold, promoted to the market.

Orientation to the consumer is the shortest way to make a profit, it is necessary to find out the consumer, the buyer, and then satisfy their needs. This leads to thoroughly researching the market.

Orientation to society - based on the interests of individuals, so companies began to focus on society, economic aspects, people's health, public opinion.

The main tasks of marketing

Marketing performs two main tasks:

1. Orientation of production to meet the existing and potential needs of the population;
2. Formation and stimulation of demand.

Based on the main tasks, two main marketing formulas are formulated:

1. To produce what is bought, not to produce what is produced;
2. If the product is produced, it must be sold.

Features of pharmaceutical marketing

Pharmaceutical marketing, being part of healthcare marketing, has a number of features that are not typical of general marketing.

The main purpose of pharmaceutical marketing is optimization of the pharmaceutical care market, which is understood as an analysis of the relationship between need, need, demand and supply, as well as taking into account the influence of all internal factors of the drug supply system for the population.

The product in pharmaceutical marketing is medicines in various dosage forms, medical instruments, dressings, etc., the use of which depends not only on the patient's disease, but also on the doctor's qualifications. So first and the main feature of pharmaceutical marketing is that in the case of pharmaceutical assistance, the classical formula of purchase and sale becomes more complicated, because the third link is included in the buyer (patient) - seller (pharmacist) system - the doctor, who is equally, and sometimes to a greater extent, a generator demand.

Second An important feature is that when analyzing the market, it is necessary to take into account not demand, as in general marketing, but three parameters at once - need, need and demand.

Third a feature is that consumers often view medical and pharmaceutical products not as a desired product, but as a necessary purchase, and therefore, as a rule, they make a purchase under the pressure of symptoms of an illness or when they feel deviations from normal well-being. This, in turn, determines that the patient does not buy a medicine or an item of care as such, but a way to regain health and eliminate the state of discomfort caused by ill health.

Fourth the peculiarity is connected with the ignorance of the end user (patient) about what medicine he needs and which of the synonyms available on the market should be chosen.

Fifth an important feature - pharmaceutical products must be of high quality only.

Summarizing the above features, we can say that, along with the patient, one of the main objects of pharmaceutical marketing is a drug (product) in various dosage forms (product units), which, as a product, has some unique characteristics that, in turn, set specific marketing features:

1. The doctor, not the patient, makes the decision about the need to take the drug, but the doctor is not able to control the purchase and consumption of the drug;
2. Sick drug user most often few knows about the quality and purpose of the drug, and in addition, and not always wishes use it;
3. Defining indicators when purchasing a medicinal product, efficiency, quality and safety, not the price;
4. Pharmaceutical marketing to a greater extent associated with the regulatory role of the external environment, which is played by a state institution in the drug supply system (quality requirements, registration, nomenclature, pricing, dispensing conditions). The main objectives of the task of pharmaceutical marketing.

Based on the foregoing, the main goals of pharmaceutical marketing can be defined as study of society's needs for medicines and services for the provision of pharmaceutical assistance to the population and the development of strategic programs aimed at the timely and most complete satisfaction of these needs.

Tasks of pharmaceutical marketing

The main tasks of pharmaceutical marketing include:

• Analysis of the pharmaceutical market, identification of the characteristics of pharmaceutical products as a commodity, the specifics of supply and demand;
• Analysis of the needs of the pharmaceutical market and forecasting its development;
• Improving the quality of services for the provision of pharmaceutical care to the population through the creation of a rational information marketing environment for drug marketing subjects.
• Development of integrated methods for generating demand for goods and services of a pharmaceutical profile;
• Identification of the features of drug marketing management;
• Development of strategic planning methods that ensure the profitability of the production of medicines and their sale, taking into account the macroeconomic situation and the company's own potential.

Boston Consulting Group Matrix (BCG Matrix)

The BCG matrix has two dimensions - market growth rate and market share. Moreover, each parameter can have a high or low value.

Accordingly, four quadrants of the matrix are formed, which received meaningful names: “stars”, “cash cows”, “wild cats”, “dogs”.

The prospects of the drug for the company, and hence its fate, depend on the quadrant of the matrix in which it is located.

"Stars"

Characterized by a high market share combined with the rapid development of the segment in which they are positioned. It is the most valuable part of the firm's portfolio.

Accordingly, the “stars” should not only remain in it, but also be “pumped up” with resources to maintain a leading position.

"Cash Cows"

Medicines with a high market share in a slow growing market. A strong market position turns them into a source of significant income.

At the same time, the lack of real prospects for growth makes it inexpedient to use the funds received for the enhanced promotion of the "cash cows" themselves.

The presence of this type of drugs in the portfolio is highly desirable, since it provides the firm with the funds necessary to support the development of "stars" and nurture rising "question marks".

"Wild cats"

They are drugs located in rapidly growing segments. But their market share is negligible. This combination of circumstances puts the firm in a dual position.

To increase the market share and ensure the survival of the drug on it, large investments are required in the promotion of this drug. However, the resources a firm can invest in wildcats are not unlimited. Therefore, this group of drugs requires a differentiated approach.

From having uncertain prospects "question marks" must be abandoned and withdrawn from the portfolio. On the contrary, those “wild cats” that seem to be the most promising should not just be kept in the portfolio, but concentrated efforts should be directed towards their promotion in order to turn them into “stars” over time.

"Mangy Dogs"

Drugs positioned in a slowly developing segment and having a small share of it.

Obviously, in the general case, such drugs are unpromising and should be ruthlessly excluded from the portfolio. However, there are some situations in which "dogs" need to be preserved, for example, when their presence in the market allows you to keep the "cash cows" of the competitor at risk.

In general, the use of the "BCG matrix" allows you to determine the general directions for optimizing the existing portfolio. Namely, it shows which drugs should be eliminated, and which, on the contrary, should be strongly promoted. If, after the "culling" of unpromising drugs, the assortment turns out to be too narrow, the portfolio should be replenished with new drugs, using the same procedures that were described above in relation to the formation of a new portfolio.

Another method of portfolio optimization is to compare the amount of profit brought by drugs. As a result of such an analysis, it is possible to single out the most profitable drugs and, on the contrary, less profitable ones. The latter, of course, become candidates for exclusion. An important caveat must be made. Determining the profitability of a particular drug, despite its apparent simplicity, is technically a difficult task. In particular, the company's accounting department rarely calculates costs broken down by individual drugs. Therefore, this kind of work should be entrusted to qualified financial management specialists. And one more pitfall. The profitability of the drug is not constant over time. In particular, in view of the seasonality of sales of many drugs, it is better to analyze profitability using annual data. In addition, it is important to consider the phase of the drug life cycle. Not only unpromising drugs are low-profit, but also new drugs, including future bestsellers during their introduction to the market. It is clear that it would be reckless to abandon the last type of "non-profit" drugs.

Elasticity of demand

The degree of influence of various factors on the magnitude of demand is determined by the elasticity coefficient, which shows how much% demand will change when the influencing factor changes by 1%.

Cal = (DQ/Q)/(DP/P) = (percentage change in demand)/(percentage change in factor)

Where E(DP) is the price elasticity of demand; DQ - change in the magnitude of demand; DP - factor change.
Cal > 1 - demand is elastic. Cal< 1 - спрос неэластичный.

Unit elasticity of demand when Cal = 1 (the value of price elasticity of demand is equal to one). This means that demand increases or decreases at the same rate and corresponds to a change in the factor. Demand is more likely to be inelastic if:

1. there is no or almost no replacement for the product, or there are no competitors;
2. buyers do not immediately notice the increase in prices;
3. buyers are slowly changing their shopping habits and are not in a hurry to look for cheaper goods;
4. buyers believe that the increased price is justified by the increased quality of the goods, etc.

To avoid inaccuracies in determining the value of price elasticity, it is measured not at one of the extreme points of the price interval, but at the central point of this interval. To do this, we use the formula for the central point of price elasticity of demand:

Cal \u003d DQ / (Q 1 + Q 2) / 2 / DP / (P 1 + P 2) / 2

Suppose that when the price of "Panadol tablets" is reduced from 80 rubles. up to 65 rubles the demand for this product (the volume of its sale in our pharmacy) increased from 30 to 45 packs per month. The elasticity of demand in this case is:

Cal = (30-45)/((45+30)/2) / (80-65)/((80+65)/2) = -0.40/0.21 = -1.9

The price elasticity indicator of -1.9 means that a 10% decrease in the price of Panadol Tablets in this price segment will lead to an increase in the demand (sales volume) of Panadol Tablets by 19%. The negative value of price elasticity of demand shows the multidirectional changes in price and demand for Panadol tablets. Reducing the price of "Panadol tablets" in this case may be appropriate. A lower price will lead to an increase in sales volume and an increase in total income.

Let's take another example. Let us assume that when the price of Panadol Tablets is reduced from 80 to 65 rubles, the demand for Panadol Tablets (the volume of its sale in our pharmacy) increased from 30 to 34 packs per month. In this case, the price elasticity of demand is:

(30-34)/((34+30)/2) / (80-65)/((80+65)/2) = -0.125/0.21 = -0.59

The indicator of price elasticity of demand -0.59 means that a 10% decrease in the price of Panadol Tablets in this price segment will lead to an increase in the demand (sales volume) of Panadol Tablets by 5.9%. Reducing the price of "Panadol tablets" in this case is not appropriate, since the demand for "Panadol tablets" in this price section is inelastic. A lower price will not lead to an increase in sales volume and an increase in the company's total income.

Study and forecasting of drug needs

Forecasting stages:

1. selection of sources of information;
2. preparation of data for analysis;
3. analysis of the collected information;
4. choice of forecasting methods;
5. presentation of research and forecasting results.

Methods for determining needs: 1. Determining the need for specific drugs. Consumption depends on the incidence. The need is determined taking into account the level of morbidity and the number of drugs for the treatment of one patient per year.

P \u003d R * B * K

Where: P - the need for drugs; P is the average amount of the drug per course of treatment; B - the number of patients; K - coefficient of use of this drug (shows the proportion of patients who are prescribed this drug). 2. Determining the need for drugs, the consumption of which is normalized.

P \u003d H * N / 1000

Where: P - the need for drugs; H - population; H - consumption standard. 3. Determining the need for broad-spectrum drugs. Based on mathematical methods of analysis. We compose a time series for a number of years (at least 3 years): P1, P2, P3 TP1 = P2 / P1 * 100% TP2 = P3 / P2 * 100% TPav = (TP1 + TP2) / 2 Px = P3 * TPav / 100% Seasonality of consumption.

Ksez \u003d Rf / Rsr

Where: Ksez - seasonality coefficient; Rf - the actual consumption of the drug for the quarter; Rf - average quarterly consumption of the drug. When determining the quarterly need: Pk = Pyr / 4

Marketing questions for 401, 402 groups

Question 1. Define pharmaceutical marketing. Reveal the features of pharmaceutical marketing that are not characteristic of general marketing. List some types of marketing used in pharmacy.

Pharmaceutical Marketing- this is a part of general marketing - the process of implementing pharmaceutical care - an activity aimed at meeting the needs and requirements of the population in pharmaceutical products.

Features of pharmaceutical marketing

} The first feature Pharmaceutical marketing is that in the case of pharmaceutical assistance, the classical formula of purchase and sale becomes more complicated, because the third link is included in the buyer (patient) - seller (pharmacist) system - the doctor, who is equally, and sometimes to a greater extent, a generator of demand. The doctor, not the patient, decides whether to take the drug, but the doctor does not have the ability to control the purchase and consumption of the drug.

} The second feature is that when analyzing the market, it is necessary to take into account not demand, as in general marketing, but three parameters at once - want, need and demand.

} The third feature is that consumers often view medical and pharmaceutical products not as a desirable commodity but as a necessary purchase, and therefore, as a rule, they make a purchase under the pressure of symptoms of an illness or when they feel deviations from normal well-being. This, in turn, determines that the patient does not buy a medicine or an item of care as such, but a way to regain health and eliminate the state of discomfort caused by ill health.

} Fourth Feature is connected with the ignorance of the end consumer (patient) about what medicine he needs and which of the synonyms available on the market should be chosen. A sick consumer of a drug most often knows little about the quality and purpose of the drug, and besides, he does not always want to use it.

} Fifth Feature- Pharmaceutical products must be of the highest quality. The determining indicators when buying a drug are its effectiveness, quality and safety.

} Sixth feature- Pharmaceutical marketing is more related to the regulatory role of the external environment, which is played by a state institution in the system of drug supply (quality requirements, registration, nomenclature, pricing, conditions for dispensing, storage, display).

Types of marketing used in pharmacy

} behavioral marketing(Behaviorism (English behavior - behavior)

The main emphasis is on the study of the psychology of the consumer, the motivation of consumer behavior.

} innovative marketing

It overcomes such a disadvantage of conventional marketing as the limited development of new products based on qualitative leaps in the development of science and technology. Innovative marketing comes from scientific and technical developments, market requirements, and then a new product is introduced into production and offered to end users.

} Integrated Marketing

He pays special attention to the coordination and linking of all components of marketing measures to influence the market, namely: product, pricing, marketing and communication policies and the balance of their participation in solving the global strategic tasks of the company.

} Direct Marketing

It is characterized by a direct way of selling goods and services and involves the organization of marketing activities in the form of personal sales through representatives, as well as in the form of catalog sales, when the manufacturer and seller of the relevant products come into direct contact with the end consumer.

} Strategic Marketing

Identifies as the most important function of the development of global strategies and strategic planning. It also strengthens the active side of marketing, which contributes to the creation and formation of demand and supply of consumers in accordance with the long-term goals of the company and the subordination of all production and marketing activities of the company to these goals.

} Target Marketing

A form of marketing activity in which the seller delimits market segments, selects one or more target segments (target market) from them and develops marketing techniques for each of them separately, purposefully, taking into account the choice of commodity items that are most effective for each market segment.

} Ecological, or "green" type of marketing

Solves market and production-sales tasks in accordance with the requirements of environmental protection.

} Social, or socio-ethical, marketing

Marketing aimed at the optimal solution of economic and social problems facing the whole society, observance of its long-term interests.

The term marketing comes from the English.« market» - the market and literally can be translated as "market making".

Marketing has always been there. True, the first marketing operation was unsuccessful: Adam and Eve exchanged the Garden of Eden for an apple.

Marketing theory originated in the United States in the early 20th century. Initially, marketing research covered all types of marketing activities, the production sector was not covered by marketing.

In the 1950s, marketing theory joined with management theory. An applied science of managing companies based on the principles of marketing arose, which was called"market management theory".

From this moment begins the mass domination of marketing in practice - this new concept began to consider production and sales as a whole. The object of marketing has become all activities for the development of new products and technologies, planning and implementation of production plans, financial and marketing activities.

The analysis of the market took the first place, the production was guided by the results of this analysis. As the main goal, along with profit, the satisfaction of consumer demand was proclaimed.

There are many definitions of marketing. It is most accurately characterized by the definition adopted by the American Marketing Association in 1985.

Marketing - is the planning and development of concepts for pricing, promotion and distribution of goods and services to effectively meet the individual and group needs of consumers.

Marketing - this is a type of human activity aimed at satisfying needs and requirements through exchange (Kotler).

Pharmaceutical Marketing - part of general marketing - the process of implementing pharmaceutical care - activities aimed at meeting the needs and the needs of the population in pharmaceutical products.

Stages of the Historical Development of Marketing

Production Orientation - this marketing was passive, everything was determined by the production conditions. Some goods were practically not needed, many were written off. The manufacturer worked out of contact with the consumer.

Sales orientation - products had to be sold, promoted to the market.

Consumer Orientation - the shortest way to make a profit, you need to find out the consumer, the buyer, and then satisfy their needs. This leads to thoroughly researching the market.

Society Orientation - is based on the interests of individuals, so companies began to focus on society, economic aspects, people's health, public opinion.

Marketing performs two main tasks:

1. Orientation of production to meet the existing and potential needs of the population;
2. Formation and stimulation of demand (FOSTIS).

Based on the main tasks, two main marketing formulas are formulated:

1. To produce what is bought, not to produce what is produced;
2. If the product is produced, it must be sold.

Pharmaceutical marketing, being part of healthcare marketing, has a number of features that are not typical of general marketing. The main purpose of pharmaceutical marketing isoptimization of the pharmaceutical care market, which is understood as an analysis of the relationship between need, need, demand and supply, as well as taking into account the influence of all internal factors of the drug supply system for the population.

The product in pharmaceutical marketing is medicines in various dosage forms, medical instruments, dressings, etc., the use of which depends not only on the patient's disease, but also on the qualifications of the doctor.

Sofirst and the main feature of pharmaceutical marketing is that in the case of pharmaceutical assistance, the classical formula of purchase and sale becomes more complicated, because the third link is included in the buyer (patient) - seller (pharmacist) system - the doctor, who is equally, and sometimes to a greater extent, a generator demand.

Second An important feature is that when analyzing the market, it is necessary to take into account not demand, as in general marketing, but three parameters at once - need, need and demand.

Third a feature is that consumers often view medical and pharmaceutical products not as a desired product, but as a necessary purchase, and therefore, as a rule, they make a purchase under the pressure of symptoms of an illness or when they feel deviations from normal well-being. This, in turn, determines that the patient does not buy a medicine or an item of care as such, but a way to regain health and eliminate the state of discomfort caused by ill health.

Fourth the peculiarity is connected with the ignorance of the end user (patient) about what medicine he needs and which of the synonyms available on the market should be chosen.

Fifth an important feature - pharmaceutical products must be of high quality only.

Summarizing the above features, we can say that, along with the patient, one of the main objects of pharmaceutical marketing is a drug (product) in various dosage forms (product units), which, as a product, has some unique characteristics that, in turn, set specific marketing features:

1. The doctor, not the patient, makes the decision about the need to take the drug, but the doctor is not able to control the purchase and consumption of the drug;
2. Sick drug user most oftenfew knows about the quality and purpose of the drug, and in addition,and not always wishes use it;
3. Defining indicators when purchasing a medicinal product,efficiency, quality and safety , not the price;
4. Pharmaceutical marketing to a greater extentassociated with the regulatory role of the external environment , which is played by a state institution in the drug supply system (quality requirements, registration, nomenclature, pricing, dispensing conditions).

The main objectives of the task of pharmaceutical marketing.

Based on the foregoing, the main goals of pharmaceutical marketing can be defined asstudy of society's needs for medicines and services for the provision of pharmaceutical assistance to the population and the development of strategic programs aimed at the timely and most complete satisfaction of these needs.

The main tasks of pharmaceutical marketing include:

• Analysis of the pharmaceutical market, identification of the characteristics of pharmaceutical products as a commodity, the specifics of supply and demand;
• Analysis of the needs of the pharmaceutical market and forecasting its development;
• Improving the quality of services for the provision of pharmaceutical care to the population through the creation of a rational information marketing environment for drug marketing subjects.
• Development of integrated methods for generating demand for goods and services of a pharmaceutical profile;
• Identification of the features of drug marketing management;
• Development of strategic planning methods that ensure the profitability of the production of medicines and their sale, taking into account the macroeconomic situation and the company's own potential.