Pharmaceutical Market Research Articles

Strategic approaches for pharmaceutical distributors to create brand equity in the unorganized pharma retail industry in emerging economies

Purpose This paper investigates how stockist brand equity is created in the unorganized pharma retail sector in emerging markets despite the absence of any proactive brand-building efforts by distribution firms (stockists). In addition, this study also aims to unravel the sources of stockist brand equity. Design/methodology/approach Drawing from grounded theory, a qualitative research design using semi-structured interviews was conducted, and a theoretical saturation approach was used for this purpose. The retailer–stockist (business-to-business [B2B]) relationship in the Indian pharmaceutical market context was used as the study context. Findings The findings show that in the absence of any brand-building activities, stockists’ sales representatives play an important role in creating stockist brand awareness. In addition, word of mouth from other retailers also plays a minor role. Rational and emotional brand associations which are strong, favorable and unique are created 1) directly by the services provided by stockists, which includes product availability, deliverability, accuracy in billing and batch numbers, credit facilities and discounts, handling issues such as product expiry, and 2) indirectly by the services provided by stockists’ sales representatives which includes their frequency of visits, proactive customer orientation rather than sales orientation, fulfilling commitments and relationship with retailers. The strength of the retailer–stockist (B2B) relationship also depends on retailer-driven factors and other external factors discussed in this study. Social implications Strong stockist brand equity helps build trust and loyalty with pharmacies, ensuring a consistent and timely supply of medicinal products, which will benefit their end consumers or society. Originality/value This study identifies the antecedents determining the strength of the retailer–stockist (B2B) relationship, a precursor for establishing retailer-based stockist brand equity in the unorganized sector. This study also highlights the consequences of establishing strong retailer-based stockist brand equity.

Views from Multinational Pharmaceutical Companies on Allocation of Clinical Trials in Saudi Arabia—Qualitative Study

Clinical trials conducted by pharmaceutical companies are essential for bridging local research efforts with broader populations, facilitating the transfer of valuable insights and solutions. This study aimed to explore the barriers and facilitators affecting clinical trials in Saudi Arabia from the perspective of key personnel within the pharmaceutical industry and Contract Research Organizations (CROs). We conducted in-depth semi-structured interviews with nine participants, which provided a holistic understanding of the intricate dynamics shaping the landscape of clinical trials in the country. The analysis revealed three prominent themes: operational challenges, complexities in navigating approval hurdles, and the unique value proposition for conducting clinical trials in Saudi Arabia. The participants expressed pride in the local infrastructure but acknowledged existing flaws, particularly in regulatory processes that contribute to delays in trial initiation. They emphasized the importance of conducting clinical trials in areas such as diabetes, crowd management during pilgrimages, and rare diseases, which are prevalent in the region. Despite the limited number of clinical trials registered (354 from 2009 to 2020, with only 1% being phase 1 studies), Saudi Arabia’s total pharmaceutical market exceeds SAR 13 billion, positioning it as the largest market in the region. Stakeholders recognized the country’s potential as a research hub, particularly within the Gulf Cooperative Council (GCC) region. However, to attract more trials and enhance the medical research landscape, it is crucial to address the identified barriers, streamline processes, and improve stakeholder alignment. The findings highlight the need for targeted interventions to overcome these challenges and leverage Saudi Arabia’s investments in healthcare infrastructure since its transformation program launched in 2010. By enhancing the regulatory environment and fostering collaboration among stakeholders, Saudi Arabia can solidify its role as a key player in international clinical research.

HERBAL MEDICINE IN DENTISTRY: PAST, PRESENT, AND FUTURE

The treatment of inflammatory diseases of the oral mucosa and inflammatory-dystrophic diseases of the periodontal tissues is a major concern in modern dentistry. The use of herbal medicines is one of the most promising areas of pharmacotherapy, employed both as standalone treatments and as part of comprehensive therapeutic regimens. Currently, nearly 50% of medications in the global pharmacotherapeutic arsenal are derived directly from medicinal plant materials. The high interest in herbal remedies stems from several key factors, including their natural origin, complex structure, pharmacological versatility, cost-effectiveness, and their applicability in treating a wide range of diseases. The development of modern herbal medicine is considered a priority in public health, aimed at preventing acute and chronic diseases and improving quality of life. At the same time, evidence-based approaches to medicinal plants are rooted in the principles of "phytonics," which emphasize the standardized production of herbal medicines at all stages. The aim of thus study is to review the literature on the use of herbal medicines in dental practice. The current range of phytopreparations available on the pharmaceutical market in Ukraine includes both well-established herbal products and new preparations that have undergone experimental testing and now require evidence-based clinical validation. Conclusion. Phytotherapy in dental practice presents a promising approach due to the polytropic effects of herbal medicines. Future research must adhere to the principles of scientific rigor to ensure the effectiveness and safety of these treatments.

The role of Pharmaceutical Marketing in Prescribing Decisions in a Developing Country: A Comprehensive Study Exploiting Theory of Planned Behaviour

Background: Prescription medicines have become a major component of health systems in both developed and developing countries contributing to, may be, more than half of the total health care expenditure in the developing countries. Although literature directly attributing rise in medicines expenditure to prescribers’ decision, but still only a few researches had employed studies with sound theoretical foundations to comprehensively examine prescribing decision behaviours. Our objective was to investigate potentially modifiable factors, which may influence prescribing decisions of physicians employing theory of planned behaviour. Method: A quantitative survey approach was used to investigate the proposed hypotheses. Population was physicians in outpatient clinics in both private and governmental hospitals in Sana’a, capital city of Yemen. A structured questionnaire was designed to measure the influence of drug-promoting marketing techniques on physicians’ prescribing decisions. Data was collected through an anonymous survey questionnaire. The hypotheses were tested by multiple regressions analysis. Ethical approval was obtained from the Ethical Committee of the Ministry of Public Health and Population (MoPHP), and participants provided written consent before enrolling in the study. Result: Physicians admitted the presence of promotional influence on their prescribing decision. The study revealed that receiving low-value promotional items, belief of physicians that it is appropriate to accept both low- and high-value promotional items, physicians’ exposure to company-direct sources of information, and drug promotion-related factor all are positively and significantly related to physicians’ prescribing decisions (? = 0.438, p <0.001; ? = 0.089, p =0.027; ? = 0.157, p <0.001; ? = 0.093, p =0.032; and ?= 0.118, p = 0.007 respectively). Conclusion: This research clarified the role played by pharmaceutical companies to influence prescribing decisions of physicians. Therefore, could provide theoretical framework for policymakers in Yemen, and other countries with similar conditions, to develop a suitable policy and strategy in terms of drug promotion.

Experience in the Examination of Bioequivalence Clinical Trials of Locally Applied and Locally Acting Medicinal Products in Accordance with the Eurasian Economic Union Procedures

INTRODUCTION. The examination of protocols for clinical trials of locally applied and locally acting medicinal products highlights challenges that developers face when selecting the design, endpoints, population, comparison groups, and sample size. An analysis of the most common errors in clinical trial protocols will help minimise the number of comments from protocol reviewers and accelerate the process of bringing novel medicinal products to the pharmaceutical market.AIM. This study aimed to analyse the results of evaluating clinical trials of locally applied and locally acting medicinal products conducted with due consideration of the recent additions to the Rules for Conducting Bioequivalence Studies of Medicinal Products within the Eurasian Economic Union (EAEU); assess the main advantages of the added requirements and the challenges remaining in protocol development; and make recommendations for the most effective application of existing laws and regulations.DISCUSSION. The Rules for Conducting Bioequivalence Studies of Medicinal Products within the EAEU were supplemented with Appendices 11, 12, and 13 in August 2023. Since then, protocol reviewers have accumulated sufficient experience in the examination of clinical trial protocols for locally applied and locally acting medicinal products. This article presents the most frequent comments made during the examination of clinical trial protocols and provides recommendations for corrective actions. The most challenging aspects of drafting a protocol for a clinical trial of a locally applied and locally acting medicinal product include the selection and justification of primary/secondary endpoints and the calculation and justification of the population size. The difficulty is probably due to the lack of a detailed description of study characteristics in EAEU laws and regulations. Locally applied and locally acting corticosteroids are the least challenging medicinal products in terms of protocol drafting because EAEU legislation and scientific publications provide the most detailed guidance for them.CONCLUSIONS. The analysis of protocols for clinical trials of locally applied and locally acting medicinal products, relevant EAEU requirements, and applicable international guidelines identified several major challenges, including the selection of primary/secondary endpoints, the characterisation of the trial population, and the justification of the sample size. The recommendations presented in this article will help applicants in planning clinical trials aimed at accelerating the launch of medicinal products into the pharmaceutical market.

The opinion of pharmacists about the pharmaceutical category of herbal medicines. Survey of pharmacy retail employees

Abstract. The category of herbal medicines is represented in the domestic pharmaceutical market in the form of two main groups of pharmacy product assortment – herbal medicinal preparations (HMP) and dietary supplements (DS). They often have similarities in terms of composition, dosage form, and scope of application. Hence, attitude of professional specialists that influence consumer demand and choice, to these groups of pharmacy products is important to be considered. Aim. The purpose of the study is to assess the level of knowledge, prevailing ideas, differences in the perception of HMP and DS among pharmacists working in pharmacy retail. Materials and methods. The survey of pharmacists was conducted using a specially designed questionnaire using the Google forms electronic resource. 162 specialists with at least 1 year of experience in the pharmacy sector participated in the study. The study was conducted on the basis of the “Evalar Pharmacy” pharmacy network, specializing in the sale of herbal medicines. Results. The majority of the surveyed specialists noted urological (54.0%) and neurological diseases (52.1%) as therapeutic areas where herbal medicines have real clinical value. The leading role of retail pharmacists in the choice of products by consumers was noted by 40.1% of respondents. The possibility of replacing HMP with DS in 38.0% of cases is completely denied by them, in 50.0% and 12,0% it is allowed if desired by the patient himself or in any case respectively. 59.3% of specialists point out the difference in the regulatory status of HMP and DS to consumers in their practice. In the majority of cases, they need reliable information about clinical trials on efficacy (73.6%), as well as the quality and safety of products (52.1%). Conclusions. The results of the survey show that pharmaceutical specialists are well aware of the scope, advantages and disadvantages of the phytopreparation category, see differences in HMP and DS, but in their professional activities they are more guided by the opinion of consumers.

Analysis of the Russian market of educational programs in the field of additional professional education for specialists of pharmaceutical companies

Abstract Aim conduct an analysis of the Russian market of educational programs in the field of additional professional education for specialists of pharmaceutical companies. Material and methods. The analysis of the market of educational programs was based on the data of the annual reporting of a number of institutions of higher education (reports on the results of the annual self-examination, reports on the results of activities and on the use of assigned state property, monitoring in the main areas of the educational institution of higher education, information and analytical materials based on the results of monitoring the effectiveness of activities educational institutions of higher education) for the period from 2017 to 2021. Based on data obtained, the share indicators of educational organizations in the Russian market of educational services in the field of additional education for specialists of pharmaceutical enterprises were determined. The share indicator was used to determine the concentration of educational services and the level of competition in the market using the concentration index and the Herfindahl-Hirschman index. In addition, during the work, such methods of analysis as generalization, methods of logical, systemic and comparative analysis, expert forecasting were used. Results. Based on the analysis, data were obtained on the profitability of the market for additional professional education services for pharmaceutical industry specialists; the presence of a high level of concentration of educational services in the market of additional professional education with a slight level of competition was established; the features of the implementation of additional professional training for specialists in the pharmaceutical industry are determined. Conclusion. The importance of additional professional education for specialists in the pharmaceutical industry has been confirmed. The further direction of development of the sphere of additional professional education for workers of pharmaceutical enterprises has been determined. The increase in the Russian market of additional educational programs based on current data on the development of the industry was justified. Recommendations have been formulated to expand the currently implemented programs of additional professional education based on the growing needs of the pharmaceutical market.

МАРКЕТИНГОВЫЙ АНАЛИЗ АССОРТИМЕНТА ОСНОВНЫХ МОНОПРЕПАРАТОВ, ПРИМЕНЯЕМЫХ ДЛЯ ТЕРАПИИ РАССТРОЙСТВ СНА

In recent years, many studies have noted that the number of occurrence of various sleep disorders is increasing among the population, while such problems as self-medication, untimely access to a doctor, the presence of concomitant diseases, the development of acute forms of disorders into chronic ones are highlighted, all this affects the quality and life expectancy of the population and makes it relevant to study pharmacotherapy of drugs for the treatment of these disorders in the field of pharmaceutical care [1-6; 11]. The purpose of the study was to establish a list and conduct a marketing analysis of the assortment of the main groups of monopreparations used for the treatment of sleep disorders presented on the domestic pharmaceutical market for their subsequent use in more extensive comprehensive marketing research in the context of sleep disorder therapy. The materials for the study were data from the State Register of Medicines and regulatory documents reflecting the attitude of objects to accounting and control of their sale on the market. The following methods were used: comparisons, systematization, grouping, statistics, as well as structural and assortment analyses. The article presents the results of a study of the Russian market of monopreparations of this orientation. The systematization of the main monopreparations was carried out, as a result, 7 groups were identified, which include 25 international nonproprietary names of medicines represented by 78 trade names, the proportion of manufactured drugs within each group and relative to the total number of trade names were calculated. The next step was to analyze the conditions for the release of drugs, their inclusion in lists reflecting accounting and control during implementation in accordance with regulatory documentation. In conclusion, it is noted that the obtained ranking data and the corresponding calculations will serve as a basis for further research in the field of the pharmaceutical market of drugs used for sleep disorders.

Drug-drug interactions of empagliflozin and dapagliflozin

Abstract Introduction The sodium glucose co-transporter2-inhibitors dapagliflozin (Dapa) and empagliflozin (Empa), initially developed as antihyperglycemic agents, are increasingly also prescribed for non-diabetic patients with heart failure (HF). Glucuronidation by uridine-diphosphate glucuronosyltransferase (UGT)1A9 is the main mechanism of metabolism of Dapa, whereas Empa is eliminated mainly by excretion. Both Dapa and Empa are substrates of P-glycoprotein. The risk for drug-drug interactions (DDI) of Empa and Dapa is assumed to be low. Aim of this study was to summarize reports of DDI of Empa and Dapa from the literature. Methods Search-terms in PubMed were "drug-drug interaction" and AND "sodium glucose co-transporter2-inhibitors" OR "SGLT2" OR "dapagliflozin" OR "empagliflozin". The drugs were classified according the Anatomical Therapeutic Chemical (ATC) system. Included were randomized trials, pharmacovigilance studies, case series, case reports, studies in healthy subjects and in vivo data. The funding of the study and the disclosures of the authors were registered. Results In 45 reports DDI of Empa and Dapa with 29 drugs were described (Table). According to the ATC system, these were drugs for the alimentary tract and metabolism (n=5), blood and blood forming organs (n=2), cardiovascular system (n=11), genitourinary system and sex hormones (n=2), antiinfectives (n=2), antineoplastic and immunomodulating agents (n=3), musculo-skeletal system (n=2) and nervous system (n=2). The reports comprised studies in healthy subjects (n=28), case reports (n=7), case series (n=6), pharmacovigilance studies (n=2), a subgroup analysis of a randomized trial (n=1) and in vivo data (n=1). Most of the reports found no clinically relevant DDI (n=32). Dapa and Empa both had a synergistic diuretic effect with bumetanide, and led to severe infections when combined with the interleukin-17-inhibitors secukinumab or ixekizumab. Empa administered with intravenous iron was reported to increase cell-iron availability, with lithium to reduce lithium exposure and with valproate to increase valproate exposure. Dapa administered with sacubitril-valsartan was reported to lead to severe hypotension, with linezolid to pancytopenia, with donafenib to an increased exposure to donafenib, with rifampicin to a reduction and mefenamic acid to an increase in Dapa exposure. Of the 45 reports, 33 were funded by a pharmaceutical company marketing Dapa or Empa and 33 had authors with conflicts of interest with pharmaceutical companies marketing Dapa or Empa. Conclusions Most data about DDI of Empa and Dapa derive from studies in healthy subjects and from the marketing companies. The clinical relevance DDI of Empa and Dapa in polymorbid patients with polymedication is largely unknown. There is an urgent need for independent studies on DDI of these drugs in diabetic and non-diabetic patients with HF.Table

Integrating (deep) machine learning and cheminformatics for predicting human intestinal absorption of small molecules

The oral route is the most preferred route for drug delivery, due to which the largest share of the pharmaceutical market is represented by oral drugs. Human intestinal absorption (HIA) is closely related to oral bioavailability making it an important factor in predicting drug absorption. In this study, we focus on predicting drug permeability at HIA as a marker for oral bioavailability. A set of 2648 compounds were collected from some early as well as recent works and curated to build a robust dataset. Five machine learning (ML) algorithms have been trained with a set of molecular descriptors of these compounds which have been selected after rigorous feature engineering. Additionally, two deep learning models - graph convolution neural network (GCNN) and graph attention network (GAT) based model were developed using the same set of compounds to exploit the predictability with automated extracted features. The numerical analyses show that out the five ML models, Random forest and LightGBM could predict with an accuracy of 87.71 % and 86.04 % on the test set and 81.43 % and 77.30 % with the external validation set respectively. Whereas with the GCNN and GAT based models, the final accuracy achieved was 77.69 % and 78.58 % on test set and 79.29 % and 79.42 % on the external validation set respectively. We believe deployment of these models for screening oral drugs can provide promising results and therefore deposited the dataset and models on the GitHub platform (https://github.com/hridoy69/HIA).

The marketing promotion in the pharmacutical sector in Kosovo- case study

The paper addresses the issues that have to do with the use of marketing and give a general overview for the pharmaceutical industry, the main marketing concepts, identify the importance of marketing in promoting sales of pharmacy companies, understand which strands are used to promote sales and satisfy the needs of consumers in terms of improving their health. In addition, the paper elaborates the development of the pharmaceutical sector in Kosovo, the competition between pharmaceutical producers and distributors, the strategies that firms use to promote products and services, increase of quality of medicines, price reduction and other issues. The objective of the paper is to explain how pharmaceutical marketing is carried out by focusing more on the communication and romotional techniques used, to give an overview of the functioning of this sector and to identify the importance of promotion in promoting sales. The methodology used is based on comparative analysis through the use of primary and secondary sources. For analysis purposes, a structured questionnaire was prepared for pharmaceutical products, which was distributed physically to the pharmaceutical workers. Scientific literature, local and international official reports and other relevant sources were also used. The results and findings of the research show that promotion has a significant impact on promoting sales.

Pharmaceutical Marketing Management in India

Background: In order to identify key tactics and their gaps, the researcher self- designed questionnaire responses from 80 respondents (who either work at managing level in a pharmaceutical company or own their own firm) on Google through convenience sampling across several areas in India. Additionally, the researcher solicited consumer input on marketing assistance, strategies, and tools. We are going to present research on how pharmaceutical firms' marketing tactics change over time as they transition from one to other. It will additionally shine light on the many marketing techniques and tools that pharmaceutical businesses use. Results: A comprehensive cohort comprising 160 patients satisfying the criteria was included in the study. The duration of the study was six months, and the data were collected from the Department of Nephrology of a Government Medical College. Businesses must use digital marketing, or digital devices for marketing (TAB), to improve efficient advertising after studying pharmaceutical marketing strategies and proposing various strategies for conversation. Digital platforms also play a significant role in facilitating effective feedback and surveys related to marketing strategies. For the healthcare sector to effectively communicate and implement strategies, medical representatives must rotate on a regular basis. The supply chain pricing strategy must also adapt to local requirements in order to enhance sales development. The pricing plan for the supply chain must be adjusted to the demands of the region in order to boost sales. In the pharmaceutical sector, developing new medicines and improving existing ones are necessary to boost sales and generate income. This study includes many details and outcomes that need to be analysed further to improve the current pharmaceutical scenario. Work must be done on quality, the use of advanced techniques, and the implementation of new schemes that benefit the MR team

Analysis of Financial Performances for Merck&Co: Comparison with Johnson&Johnson, Pfizer, and Bristol-Myers Squibb

Abstract: Medicines and medical resources are necessities of human society, and human beings often rely on them to speed up recovery or save lives. Especially since the society has just experienced an epidemic, namely COVID-19, the pharmaceutical industry is often in the spotlight. The prospects of the pharmaceutical industry are optimistic, and people often make profits by purchasing a company's stock. This study will analyze and evaluate the operating status of the four leader companies in the pharmaceutical market through data and theories, in order to figure out the most suitable company to buy shares. By comparing various data, Bristol-Myers Squibb's stock is the most suitable to buy. Because it has great potential in the future, high profitability, and high operation efficiency. The significance of this study is to enable people to discover companies worth investing in, provide professional advice to buyers, promote audiences for worthy companies, and discover companies with development prospects for the market.

How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry

Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand awareness, increase prescription likelihood and guard a product market against competing brand drugs. However, the extent to which these elements remain effective when a brand drug goes off patent and its marketing exclusivity expires, allowing low-price generics to enter the market, remains unclear. This study aims to explore the effectiveness of promotion mix elements before and after the market entry of a generic drug. Design/methodology/approach The authors collected and analyzed a panel data set of 41 brand drugs from 7 therapeutic classes between 2007 and 2014 (3,201 observations) using the two-stage control function approach to address potential endogeneity. Findings The effectiveness of promotion mix elements changes significantly, but not in a universally uniform way, during a market transition. Detailing and DTCA are increasingly effective after a brand drug’s generics enter the market. In contrast, sampling is more effective before the market transition. The positive effects of sampling on brand sales are stronger when the price of a brand drug is higher than the average price of its competing brands. Sampling also helps amplify the positive influences of detailing and DTCA on brand sales. Research limitations/implications This study shows that pharmaceutical promotion is not equally effective in the brand drug market with/without generic competitors. Detailing and DTCA are increasingly effective when generic competition intensifies. In contrast, the distribution of free drug samples is less effective after more generic drugs enter the market. Practical implications Incumbent brands’ promotion expenditures often drop dramatically when the expiration of their patents is near, a practice that likely continues after generics enter the market. Taking into consideration these industry norms and their findings, the authors suggest that promotional decisions during a market transition should not overly focus on cutting promotional expenditures across the board. Since a firm’s promotional expenditure tends to be expensive, factoring in information on the effectiveness of each promotion mix element helps marketers make well-informed strategic decisions on resource allocation during the transition from a market without generics to a market with generics. Originality/value Previous studies do not explicitly account for structural changes in the brand drug market over time. However, the expiration of patent and marketing exclusivity marks a transitional period in which a brand drug eventually competes with its generic counterparts. Given the criticality of such structural change, the authors examine brand drugs’ promotion effectiveness in the presence of their generic counterparts.

Design of an intelligent data analysis platform for pharmaceutical forecasts

This study considers the task to design a data analysis platform with predictive capabilities of neural networks. The object of research is intelligent decision-making systems built on deep learning methods. The proposed intelligent platform takes into account the specificity of working with data in the dynamic and uncertain environment of the pharmaceutical market. Its main purpose is the processing of various data formats, such as time series, regression, classification data sets to create forecasts based on various indicators. At the core of the platform architecture, along with technologies for backend and frontend development (HTML, JS, CSS, C#, .NET), MSSQL Server and TSQL for database management, are AI Microservices (Python, Flask); they are responsible for artificial intelligence services, in particular neural networks. In order to identify the optimal model, which is able to effectively solve regression problems based on the selected indicators, the study analyzed several configurations of neural networks on End-to-end machine learning platforms. Distinctive features of the architecture of the designed data analysis platform include its ability to dynamically switch between different machine learning models based on predefined indicators and criteria such as prediction accuracy and model selection. Improved interpretation of forecasts through the use of Explainable AI enables effective decision-making in the pharmaceutical industry. The functioning of the proposed instrumental decision-making base is demonstrated on the examples of forecasting trends in the consumption of pharmaceuticals by different groups in the pharmaceutical markets of different countries. Automating the model selection and prediction loss minimization process in a comprehensive data analysis platform (CDAP) improves forecast accuracy by approximately 15 % compared to traditional manually selected models.

Retail Marketing Strategies in the Pharmaceutical Industry and its Approach for Chronic Diseases

The pharmaceutical industry plays a vital role in the healthcare sector, particularly in medication development and distribution to deal with many chronic diseases. Since chronic diseases like diabetes, cardiovascular disorders, and respiratory diseases keep increasing around the globe, there is a huge need for effective pharmaceutical retail marketing, not only creating awareness but also creating access to essential medicinal drugs for the patient. Chronic conditions are quite different from acute conditions, mainly because the disease process is more continuous than discontinuous. Much more extended relationships with the healthcare providers are needed for chronic conditions, and equally, extended relationships with patients are needed to ensure continued management of diseases. In retail marketing strategy, therefore, acquiring appropriate consciousness among patients about their treatment choices, ensuring easy access to the drugs, and following the course of treatment prescribed are thus crucial.

Prospects for optimizing the provision of medicines to pediatric patients based on the development of the pharmaceutical market in the segment of medicines for children

Introduction. The strategy of drug supply to the population of the Russian Federation for the period up to 2025 highlights the need to ensure the rational use, safety and quality of medicines in the range of priority tasks. At the same time, the use of effective medical technologies in pediatric patients is limited both by the range of medicines approved for use in the pediatric population and by the requirements regarding compliance of the pharmaceutical design of the drug with the intended purpose in the target age group. The Russian pharmaceutical market is characterized by a monotonous and persistent tendency to expand the assortment matrix and increase the indicators of real and potential capacity, including in the segment of medicines for pediatrics. However, despite the introduction of new market positions for children into civil circulation, the gradual accumulation of data on the safety, clinical and clinical-economic effectiveness of drugs in the pediatric population, the expansion of the panel of possibilities of production pharmacies, the change in the legal status of registered drugs prescribed by off-label, based on evidence-based experience of use for a new purpose, the issues of the validity of medical prescriptions with an acceptable profile of convincing evidence in relation to pediatric patients in the context of the occurrence and development of a number of pathologies remain open.Aim. The aim of the work was to determine the prospects for optimizing the provision of medicines to pediatric patients based on the development of the pharmaceutical market in the segment of medicines for children.Materials and methods. The information base of the study was made up of data from the Ministry of Health of the Russian Federation for 2010–2022, GRLS as of 01.01.2023, as well as instructions for the medical use of medicines. The target age group of patients was determined in accordance with the Recommendation of the Board of the Eurasian Economic Commission. The content analysis method is used to search scientific literature in the PubMed and eLibrary electronic databases, analyze information from instructions for the medical use of medicines (LP), restrictive lists, GRLS, and the state register of prices for VED. The analysis of morbidity data was carried out using the statistical analysis method. Grouping, ranking and systematization were used in the framework of a structural analysis of morbidity, as well as an analysis of the assortment matrix of drugs for pediatrics within the established market boundaries. Graphical analysis was used to visualize the data. Data processing was carried out using MS Excel 2021.Results and discussion. It was found that in the period from 2010 to 2022, against the background of an increase in the number of children by 11.22 %, there was an increase in primary morbidity by 13.41 % in general. Respiratory diseases prevail in the structure of primary morbidity of children, amounting to 62.61 %. Having analyzed the matrices of the national pediatric code formulary, covering 554 INNs, it turned out that within the pharmacotherapeutic groups J, L, N and P themselves, a decrease in WHO indicators of 16–57 % was recorded. An assessment of the supply on the national market allows us to conclude that 19.55 % of drugs approved for use in pediatric practice are contraindicated in patients under 12 years of age. As a result of the assortment ranking along the route of administration, the predominance of oral forms was established, covering 39.88 % of the assortment matrix.Conclusion. Assessing the dynamics of morbidity in the context of analyzing the structure of the market of drugs for pediatrics allows us to identify priority niches for the pharmaceutical industry in the segments of medicines for the pharmacological correction of respiratory diseases, as well as drugs for the treatment of oncological pathologies, autoimmune disorders, obesity, diabetes mellitus and neurological disorders. The range of medicines presented today, taking into account the forms of release and age restrictions for the treatment of pediatric patients, demonstrates insufficient filling of the market with drugs in special children's dosage forms that ensure acceptability to modern concepts of therapy in pediatrics and accurate dosing of active substances in accordance with the age of the child, which, in turn, reveals the prospects for the pharmaceutical development of medicines with a design that corresponds to the purpose in the target age group.

MARKETING PRIORITIES OF COMPANIES IN THE INTERNATIONAL PHARMACEUTICAL MARKET

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.

Research of the dynamics of wholesale segment concentration level in the regional pharmaceutical market

Introduction: The study of the competitive environment in the pharmaceutical market is an element of the analysis of the drug supply system. The purpose of the study is to analyze the dynamics of concentration levels in the wholesale segment of the regional pharmaceutical market. Materials and methods: Data on market shares of key players were collected and summarized based on the executed contracts (461 contracts in total) for the supply of pharmaceutical products in the model region. For the competitive analysis of pharmaceutical distributors, the Herfindahl-Hirschman Index (HHIn) calculation method was used. We also used the method of constructing the SV matrix, which has the form of a graph consisting of four quadrants divided on the abscissa scale by the obtained values of market concentration ratios (CRSV) and on the ordinate scale by the values of Hall-Teidman indices (HTSV). Results: Market concentration indicators in the wholesale segment of the regional pharmaceutical market indicate the formation of oligopoly. The constructed SV matrix demonstrated the dynamics of market concentration levels corresponding to the changing economic situation. Based on the results of the analysis, proposals to improve the competitiveness of regional pharmaceutical distributors were formed. Conclusion: The study of the dynamics of market concentration indicators allowed to analyze their state, establish the vectors of their drift, and propose measures to optimize the wholesale supply of pharmaceutical goods.

Development of an intelligent model for management of the requirements of marketing projects of the pharmaceutical industry

The object of research is the processes of managing the requirements of the marketing project using means of intelligent data analysis and artificial intelligence systems. Marketing projects include a large number of projects of various types, formats and scales. The work considers projects that are initiated at an existing pharmaceutical enterprise that produces drugs for the local market. Over a period of time, the company needs to introduce new dosage forms to the market. It is not about the development of new innovative drugs. Usually, these are new mixtures of known components, but according to the results of global research, adding new components to the formulation gives a new, additional effect. Also, it can be a new form, for example, a spray or syrup for children, etc. Nevertheless, in order to produce such a new product and bring it to the market, to make a profit, it is necessary to conduct a study of the local market in order to find analogues, consumer expectations and predict future cash flows from sales of new drugs. In order to form requirements for the project of creating and manufacturing a new medicinal form, the company initiates marketing projects. Such marketing projects are the subject of research. As a result of the marketing project of the analysis of the drug market, it is necessary to form the contours of a new product and the requirements for the project of creating this product – a new medicinal product. Collecting and forming requirements is not a trivial task. Therefore, in the work, it is proposed to apply means of intelligent data analysis, which will be implemented on artificial intelligence systems. As a result, an intelligent model for managing the requirements of marketing projects of the pharmaceutical industry was developed. The non-triviality of the task of requirements formation is based on the fact that it is multi-criteria. The desired requirements and, accordingly, the future product of the project depend on: the lack of a similar dosage form on the local market, the presence of theoretical and practical pharmacological developments in this direction, the technical and financial capabilities of the enterprise, the expectations of stakeholders and consumers of the product. The use of intelligent tools will allow to avoid a conflict of requirements and to develop a medicine that will not only meet the expectations of all participants of the local pharmaceutical market, but also provide profit to the developing company.