Marketing projects of the pharmaceutical industry. Analysis and feature

Abstract

The article presents the results of research into the essence and features of marketing projects (MP). It is shown that the pharmaceutical industry affects the properties of marketing projects. Analysis of marketing projects showed their dependence on the essence of marketing. Marketing is a complex and multi-component system, therefore, the marketing project will contain those components from the general aggregate of marketing that were chosen by the project owners to form the project product. The article analyzes the core of marketing, which can form the contours of a marketing project. The goal of marketing, formed by Peter Drucker, is accepted as the mission of marketing projects, namely the creation of such properties of the product, thanks to which "it will sell itself." Such a state of the project product can be achieved by meeting all the requirements and expectations of the project's main stakeholders, namely, its end users. The work shows that the pharmaceutical industry brings additional properties, assumptions and limitations to marketing projects. The product of the pharmaceutical production project is medicine, and the final consumers are patients. An additional constraint that the industry brings to marketing projects is the IFPMA Code of Pharmaceutical Marketing Practices, which should be taken into account when managing MPs. Achieving the specified mission of the MP is possible if the interests of all participants are taken into account. The work shows that there are three groups of participants: the manufacturer of medicinal products; pharmacies and medical institutions as intermediaries in promotion; the end users of medicines are patients. These three groups form the requirements for the future product (that is, for the medicinal product) that must be taken into account. Such a wide range of participants usually brings a conflict of interests and, accordingly, a conflict of requirements to the project. In this regard, the work analyzes the essence of project requirements, their collection, formation and management. Today, there is no single approach to considering the relevance of the requirements of marketing projects, which requires further analysis and research. The prospect of further research is the search for direction: management of MP stakeholders; management of requirements and conflict of requirements; MP market analysis.