Marketing activities of the all-Ukrainian pharmacy chain “Podorozhnyk” in Vinnytsia

Abstract

Annotation. The health of the nation, medical and pharmaceutical provision at the current stage of the development of society is the most urgent problem. Ensuring the needs of the population in medical and pharmaceutical care in the conditions of a market economy is carried out through new forms of managerial activity of management and marketing. Pharmaceutical management is aimed at studying the pharmaceutical market and meeting the needs of the population in medicines and medical products. The purpose of the research is to study the “Podorozhnyk” pharmacy chain in Vinnytsia and the peculiarities of its marketing activities. A study of the organizational work of the “Podorozhnyk” pharmacy chain in Ukraine and the Vinnytsia region was conducted based on the materials of the Central Office and specific “Podorozhnyk” pharmacies. Methods used in the work: analytical, systemic approach, descriptive, comparative analysis. Research results: “Podorozhnyk” is an all Ukrainian pharmacy chain that is in constant development. The network has more than 1,500 pharmacies, more than 7,000 employees and more than 10 m. regular customers. 76 “Podorozhnyk” pharmacies have been opened and are operating in the Vinnytsia region, 32 of them in the city of Vinnytsia. New effective forms and methods of work are constantly being introduced in pharmacies. A pharmaceutical marketing service operates in the “Podorozhnyk” chain of pharmacies, the purpose of which is to study the demand for medical products and provide the population with high-quality, available medicines. The work of the “Podorozhnyk” chain of pharmacies is focused on the client – the consumer of pharmaceutical products and on a number of social projects (the help to the Armed Forces of Ukraine). An internet pharmacy courier delivery system for medicines has been created and is working. “Podorozhnyk” chain of pharmacies is a base for practical training of pharmaceutical personnel, starting with students of higher education institutions and working pharmacists.