DEVELOPMENT OF A COMPLEX OF MARKETING COMMUNICATIONS OF A PHARMACEUTICAL ENTERPRISE
DOI:
https://doi.org/10.32689/2523-4536/59-7Keywords:
pharmaceutical market, complex of marketing communications, MedicinesAbstract
The article defines that the domestic pharmaceutical market is highly competitive and monopolized, therefore, it encourages pharmaceutical companies to use modern means of promoting pharmaceutical products: advertising in the media; advertising on the Internet; information about medicines in pharmacies; Hotlines; indirect advertising in TV series / movies; direct mail; sponsorship; visits of medical representatives; sample, etc. The analysis showed the different impact of elements of marketing communications on healthcare professionals, end users of pharmaceutical products and manufacturers, as well as their attitudes towards media. Based on the study, it is established that in the structure of the complex of marketing communications of pharmaceutical companies the most common is advertising, it helps both doctor and patient (end user) to navigate the flow of information and make informed decisions about prescribing or purchasing the drug. An important area of product promotion in the pharmaceutical market is the visits of medical representatives, who should inform specialists about new drugs and their use. The article suggests the following areas the promotion of drugs in the pharmaceutical market as: improving the quality of delivery in search queries in all categories; strengthening search and contextual tools to improve the results of query processing in the season; to intensify advertising during periods of declining demand for drugs (out of season); apply new types of advertising, including: Programmatic advertising; Custom.
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