MARKETING PRIORITIES OF COMPANIES IN THE INTERNATIONAL PHARMACEUTICAL MARKET

Abstract

The article presents the current trends in the development of the international pharmaceutical market and systematizes the priority areas for implementing marketing approaches of the leading companies. The purpose of this article is to reveal the marketing priorities of international pharmaceutical companies in the context of global challenges. To study this issue, a set of methods was used, namely: analysis and synthesis, statistical method, process and institutionalist approaches, case study.The results of the study show that the international pharmaceutical market is characterized by a high level of dynamism, preservation of the priority share of economically developed countries in revenue generation, significant influence of regulatory mechanisms at the national and international levels, and active processes of economic competition through mergers and acquisitions. The analysis has shown that the modern concept of pharmaceutical marketing goes far beyond the established narrow interpretation as a set of tools for the production, sale and promotion of a pharmaceutical product and is characterized by a high level of adaptability to the challenges of the global marketing environment of the twenty-first century. The article reveals the focus of marketing of leading companies on such priorities as: scaling up marketing budgets, ensuring synergy between marketing and financial indicators of pharmaceutical companies, modernizing communication strategies by optimizing interaction with key opinion leaders, intensifying multichannel marketing, etc.The theoretical significance of the study is to deepen the concept of international marketing in the context of its individual sectoral manifestations, taking into account the influence of global competition, institutional regulations, and technological progress. The practical value is due to the potential of using local or regional benchmarking for domestic companies participating in the international pharmaceutical market. Prospects for further research are considered in the direction of assessing the mechanisms and effects of the introduction of marketing innovations in the field of international pharmaceuticals.