FORMATION OF AN INTEGRATED MARKETING SYSTEM FOR A PHARMACY ORGANIZATION

Abstract

The article substantiates the need for the formation of an integrated marketing system by Russian pharmaceutical organizations, which allows them to sell pharmaceutical products based on the foresight of future needs and consumer preferences. The rapid transformation of retail trade after the removal of restrictive measures taken in connection with the coronavirus pandemic will affect the pharmacy business; there is a need to develop and use all tools to improve the quality of business management, which will directly affect sales. The authors justify the use of an organizational scheme consisting of four levels, which differs from the traditional and modern schemes, focused only on the consumer. We used practical data from the Pharmaimpex group of companies for the Kemerovo region, as well as analytical materials from GMPnews. It is concluded that the formation of an integrated marketing system of a pharmacy organization allows to standardize the decision-making procedure in all areas of marketing. The distribution of databases will strengthen the internal interconnection of the pharmacy organization’s business processes.