МАРКЕТИНГОВЕ ДОСЛІДЖЕННЯ ФАРМАЦЕВТИЧНОГО РИНКУ УКРАЇНИ

Abstract

The article presents a marketing research of the pharmaceutical market of Ukraine. It was determined that the marketing research of the prospects for the development of the pharmaceutical market in the new socio-economic conditions is extremely relevant, both directly for the manufacturers of the pharmaceutical industry, the population – consumers of drugs, and for the Ukrainian economy. Based on the results of the research, it was established that the consolidation and expansion of the pharmaceutical business are necessary conditions for survival and development in the conditions of martial law, fierce competition and the growth of costs aimed at scientific research, development and establishment of an effective sales system. The structure of the pharmaceutical market, which consists of the retail market of pharmaceuticals and the hospital segment, is analyzed. It was determined that the creation of products with high added value and significant employment of the population are important features of the pharmaceutical industry. The pharmaceutical industry provides high-skilled jobs in the context of direct employment, contributes to the creation of many ancillary jobs and the dissemination of knowledge. Employment growth in the pharmaceutical industry is to some extent due to higher wages compared to other industries. The structure of the consumption of pharmaceutical products, which consists of the consumption of prescription and non-prescription drugs, was studied. The volumes of production and sales of pharmaceutical products were analyzed. It was determined that one of the most important and socially acute problems of the development of the modern Ukrainian pharmaceutical industry is the problem of drug pricing. The main problems faced by the pharmaceutical market in today's conditions are revealed, namely: damage or even destruction by missile attacks of the production and storage capacity of pharmaceutical enterprises; low purchasing power of the population; large migration of the population who were potential consumers of pharmaceutical products; power outages; the importation of large volumes of humanitarian aid into the territory of Ukraine.