Маркетинговые программы современных фармацевтических предприятий

Abstract

The article is devoted to comparative analysis of the experience of marketing programs development used by pharmaceutical industry organizations operating both in Russia and in foreign countries. The relevance of the chosen topic is explained by the fact that, while trading in specific goods, it is important for the pharmaceutical industry to develop and implement the program containing the main aspects of product promotion, attracting consumers, and increasing the efficiency growth. The research methods are characterized by comparative analysis and information synthesis. The purpose of the study is to summarize the experience of domestic and foreign pharmaceutical companies in marketing programs development, taking into account the specifics of the main products. The results of the study are identification of the main tools used to attract and retain customers. The obtained results can be used by pharmaceutical companies in Russia to improve the quality of interaction with potential customers using the Internet, which determines the general vector of marketing programs for the development of pharmaceutical industry organizations. In the work domestic pharmaceutical industry is characterized as an object of marketing research. Development features of Russian pharmaceutical sector are highlighted, and theoretical analysis of marketing program concept is carried out. The author's interpretation of marketing program concept for pharmaceutical enterprise is proposed, and the stages of marketing program formation are highlighted. Peculiarities and general features of marketing program formation for domestic and foreign manufacturers are determined.