Науково-практичні підходи до формування ринкового потенціалу гепатотропних лікарських препаратів

Abstract

Уперше на основі маркетингових і економіко-статистичних досліджень обґрунтований і опрацьований науковий підхід до формування ринкового потенціалу гепатотропного лікарського засобу, який збалансовує інтереси фарма-цевтичних виробників і споживачів і передбачає координацію товарно-інноваційної і комунікативної діяльності виробничого фармацевтичного підприємства та застосу-вання сучасного інструментарію маркетингу. Удосконалені науково-методичні під-ходи до ефективного використання маркетингових інструментів щодо формування ринкового потенціалу гепатотропних лікарських засобів, для аналізу стратегій пози-ціонування гепатопротекторів запропонована й опрацьована методологія контент-аналізу інформаційних повідомлень у спеціалізованих фармацевтичних виданнях. Опрацьовані маркетингові підходи, інструменти і рішення з формування і посилення ринкового потенціалу гепатотропного лікарського засобу на вітчизняному фарма-цевтичному ринку. На основі проведених досліджень запропонований і опрацьова-ний алгоритм формування і посилення ринкового потенціалу гепатотропного лі-карського засобу, який може бути рекомендований як ефективна система підтримки обґрунтованих маркетингових рішень вітчизняних фармацевтичних підприємств.

Впервые на основе маркетинговых и экономико-статистических исследований обоснован и проработан научный подход к формированию рыночного потенциала гепатотропных лекарственных средств, который балансирует интересы фармацевтических производителей и потребителей и предусматривает координацию товарно-инновационной и коммуникативной деятельности производственного фар-мацевтического предприятия и использование современного инструментария маркетинга. Усовершенствованы научно-методические подходы к эффективному исполь-зованию маркетинговых инструментов по формированию рыночного потенциала гепатотропных лекарственных средств, для анализа стратегий позиционирования гепатопротекторов предложена методика контент-анализа информационных сооб-щений в специализированных фармацевтических изданиях. Проработаны маркетин-говые подходы, инструменты и решения по формированию и усилению рыночного потенциала гепатотропного лекарственного средства на отечественном фармацевти-ческом рынке. На основе проведенных исследований предложен и проработан алго-ритм формирования и усиления рыночного потенциала гепатотропного лекарствен-ного средства, который может быть рекомендован как эффективная система под-держки обоснованных маркетинговых решений отечественных фармацевтических предприятий.

The dissertation is devoted to the development of scientific approaches to improving the efficiency of the formation of market potential of domestic hepatotropic drugs in the Ukrainian pharmaceutical market using modern marketing tools and taking into account the interests of both manufacturers of drugs and consumers. Theoretical issues of the market potential of a drug were described. The role of the market potential of a drug in the marketing and general potential of the pharmaceutical company and its relationship with the product market potential was shown; modern mar-keting tools influencing the market potential of drugs were described. Medical and pharmacological aspects of hepatoprotectors were studied; different approaches in the sci-entific literature on the definition of hepatoprotectors and boundaries of this group have been found; the lack of unanimity among the scientists and the practitioners regarding the role of hepatoprotectors in medical practice and the limited data on the level of evidence base was revealed. Medical and social (objective) and marketing (subjective) factors, determining wide consumption of hepatoprotectors in Ukraine, were highlighted. It was proved that hepatoprotectors are an important group of drugs presented in the 10th issue of the State Formulary of the Ministry of Health of Ukraine and widely used in medical practice according to the standards of medical care in Ukraine. Assortment of hepatoprotectors in the pharmaceutical market of Ukraine was studied; the dynamics of market development and price characteristics were analyzed; the structure of consumption of hepatoprotectors was studied. The market of hepatoprotectors in Ukraine is assessed as moderately concentrated and moderately monopolized, which indicates a not-so-favorable competitive environment for new market participants. Segmentation of final consumers was performed; factors forming consumer loyalty to hepatotropic drugs and information provision of consumers were studied. The inadequate knowledge of consumers about the properties and key characteristics of hepatoprotectors was revealed. Based on the survey of pharmacists, priority awareness and spontaneous knowledge about hepatoprotectors and the frequency of recommendations for customers was studied. With the expert evaluation, data on the level of demand, the level of intensity of promotion and the level of perceived quality of hepatoprotectors were obtained. The arguments used by pharmacists in advising customers on hepatoprotectors were studied. The intensity of various means of promoting hepatoprotectors to the market was found out; the most pop-ular mean is visits of medical representatives to pharmacies. A promotional activity profile of pharmaceutical companies was build and mathematical estimation of the promotion in-tensity of hepatoprotectors was carried out. Most of hepatoprotectors have low percentages of use of the potential of promotional activity among pharmacists. Some opportunities for more effective use of marketing tools for hepatoprotectors in pharmacies was found, in particular, proper location of drugs, more active use of merchandising, sales promotions and educational activities for population. Using the content analysis of Ukrainian pharma-ceutical periodicals, the strategies of positioning hepatoprotectors were analyzed and incomplete use of possibilities for effective positioning of hepatoprotectors was revealed. The algorithm for formation and strengthening the market potential of hepatotropic drugs was proposed. Significant market advantages of the drug "Glutargin", 0.75 g tablets were confirmed by analysis of quantitative indicators of the market segment of drugs con-taining Arginine glutamate and calculation the coefficients of competitiveness. Estimation of "Glutargin" from the point of the view of trademark competition was carried out with a graphic method and directions for strengthening the brand status were justified. Using economical and statistical methods and modeling, economic efficiency and feasibility of introducing the generic drug "Argiliv" into the production of domestic pharmaceutical company was justified. The economic efficiency of new drug was predicted and confirmed by its high profitability, low cost, high efficiency of production and financial coverage. Using the methodology of project planning, basic economic parameters of the project were determined. Marketing solutions and approaches for formation and strengthening the market potential of "Argiliv" were proposed; SWOT analysis of "Argiliv" was carried out; the positioning for various target audiences, strategic and tactical goals and directions for planning budget of marketing communications were determined. The market potential of hepatoprotectors is strengthened by the launch of a new drug, an increase in the number of producers and sales volumes, and improving the effi-ciency of marketing communications. It leads to increasing profitability of domestic phar-maceutical enterprises and providing physical, marketing and economic availability of hepatoprotectors. The results of the dissertation were implemented in the educational and scientific process of Ukrainian medical and pharmaceutical higher educational establish-ments, as well as in the practical activities of production pharmaceutical enterprises, terri-torial departments of the State Service of Ukraine on Medicines and Drug Control, phar-macies and pharmacy networks and scientific research institutions.