Abstract
The aim. Development of a conceptual model for the formation of strategic partnerships between the subjects of the pharmaceutical market and the effectiveness of their management; development and testing of methods for assessing the quality of partnerships between pharmaceutical market participants in the system of promotion of medicines based on multi-criteria selection. Materials and methods. Methods of content analysis, logical analysis, grouping, generalization, marketing research, statistical analysis, graphical method and “classification tree” (CART) method were used to implement the outlined research tasks. Research results. The conceptual model of formation of strategic partnership relations (PR) and efficiency of their management between subjects of the pharmaceutical market (SPM) in system of advancement of medicines (drugs) in the pharmaceutical market is developed, the implementation of which will facilitate the integration of efforts to provide quality pharmaceutical care to the population of Ukraine. According to the expert survey, the importance of the criteria for evaluating SPM partnerships is determined: the duration of the relationship, the depth of the partnership, the possibility of duplication, the reliability and dynamics of the partnership, the effectiveness of the partnership. A method for assessing the quality of PR between SPM in the system of drug promotion based on multicriteria selection using the method of “decision tree”, which was tested in the practice of the studied pharmaceutical company (PC) in promoting the pharmaceutical enzyme complex to restore spine and joint function. PR quality assessment between SPM in the pharmaceutical product promotion system according to the developed algorithm is done by sequential comparison of predictors-criteria with the threshold values of their scores, according to which the descent along certain tree branches is reached until a terminal node corresponding to a certain the value (high, medium or low) of the level of quality of the relationship with the partner in the promotion of goods. The overall accuracy of the constructed algorithm is 80.2 %. Combinations of values of evaluation of partnership criteria which provide high, average and low level of quality of PR are defined. Conclusions. The obtained results allowed to determine the group of the most optimal partners of the studied PC, which provide effective promotion of the pharmaceutical product on the basis of a high level of PR quality. The developed methodology for assessing the quality of PR between SPM in the system of pharmaceutical promotion based on multi-criteria selection will be useful for SPM who seek to develop and maintain long-term relationships with partners for consolidated cooperation by optimizing marketing activities. The results obtained are of practical importance and can be useful for SPM in order to form an effective and lasting partnership in the field of drug promotion, which will help improve the quality of pharmaceutical care and the availability of drugs for the population
Highlights
In the context of globalization of the pharmaceutical market and increasing demand for its products, it is important to establish partnership relations (PR), as building an effective system of relationships in the long run is a prerequisite for market stability of pharmaceutical company (PC) and gaining competitive advantage
The process of formation and effectiveness of strategic PR management in the system of drug promotion in the pharmaceutical market is a logical sequence of ten stages, which involve coordination of relationships and regulation, taking into account the impact of macro- and micromarketing environment of subjects of the pharmaceutical market (SPM) operation and interaction
It is necessary to determine the legal restrictions on the promotion of drugs in the country; selection of possible and appropriate tools that should be used to achieve the goals of the organization; identification of possible problems related to the promotion of drugs in conditions of economic development and fierce competition in the market; formation of a general concept of partnership between SPM in the system of drug promotion
Summary
In the context of globalization of the pharmaceutical market and increasing demand for its products, it is important to establish PR, as building an effective system of relationships in the long run is a prerequisite for market stability of PC and gaining competitive advantage. Unequivocal recognition by scientists and pharmacy practitioners of the importance of PR issues between SPM does not provide a complete answer to the most effective ways, mechanisms and technologies to develop mutually beneficial cooperation and dissemination of partnership practices. All this determined the relevance of the chosen direction of the research. Given the significant amount of work on business PR and the phenomenon of trust, etc., we can note the growing interest of scientists, researchers and practitioners in the pharmaceutical sector in the formation of effective mutually beneficial cooperation between SPM
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