Abstract
This paper defines the main trends of pharmaceutical market development in Ukraine and presents the most common measures of the demand stimulation for pharmaceutical products, primarily advertisement. The scope of the investigation included the analysis of the impact of these measures on the companies’ revenue from sales, with the use of the panel data model, and the group of products with the low income level without advertisement was defined. The respective group was additionally analyzed with the use of cluster analysis that allowed for conclusion on the most efficient demand stimulation instruments. The obtained results show that in order to perform an efficient advertisement campaign, it is necessary to analyze statistical data regarding separate products sales with the application of the methods presented in the paper.Article received 30.04.2017
Highlights
Introduction and Research ProblemStimulations of the demand have always belonged to the most important drivers of the pharmaceutical companies’ net income
Several tasks were performed, which included the analysis of the pharmaceutical market trends in Ukraine, specification of the panel data regression model of the demand stimulation measures impact on revenues from sales, separation of the group of pharmaceutical products most dependant on the advertisement with the following efficient advertising policy development and with the use of cluster analysis
As a result of the performed research, first of all, the main trends of the Ukrainian pharmaceutical market were characterized, which allowed for the conclusion that it experienced restoration after the crisis period
Summary
This paper defines the main trends of pharmaceutical market development in Ukraine and presents the most common measures of the demand stimulation for pharmaceutical products, primarily advertisement. The goal of this paper is to present the results of the economical mathematical modelling usage for the analysis of demand stimulation measures’ of the financial efficiency for pharmaceutical companies To reach this goal, several tasks were performed, which included the analysis of the pharmaceutical market trends in Ukraine, specification of the panel data regression model of the demand stimulation measures impact on revenues from sales, separation of the group of pharmaceutical products most dependant on the advertisement with the following efficient advertising policy development and with the use of cluster analysis. For separate companies, a possibility to maintain a high level of sales depends on the market trends It is influenced by the ability to stimulate the demand on specific treatments with the use of the most popular measures, which are advertisement and price. The inefficiency of the TV sponsorship is proven by the analysis of the 2nd cluster products that have low GRP despite its usage
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
