MARKETING SUBSYSTEM OF THE PHARMACEUTICAL MARKET REGULATORY MECHANISM
DOI:
https://doi.org/10.31891/mdes/2022-6-28Keywords:
pharmaceutical market, the pharmaceutical market regulation mechanism, stakeholder, Medicines, CRM, Marketing researches, subject of the pharmaceutical market, an object of the pharmaceutical marketAbstract
The article substantiates a systematic approach to summarizing the essence, types and functions of pharmaceutical market regulation mechanisms in close connection with other economic markets in terms of interaction in the sphere of production, distribution, consumption and circulation of resources, stimulation of science and technology for the creation of new medicines. Mechanisms for regulating the pharmaceutical market by levels, types, objects, and functions have been formalized. It was noted that the commercialization of medicine requires a significant revision of the regulatory mechanisms of the pharmaceutical industry, the use of the tools of social-ethical and partner marketing concepts. A functional structure of the regulation of the pharmaceutical market at the level of its objects and subjects has been developed based on the principles of client orientation, systematicity, comprehensiveness, economy, efficiency, reality, accuracy, objectivity, and regularity.
The marketing criteria for evaluating the effectiveness of pharmaceutical market regulation mechanisms are indicated: sales level, marketing metrics (lead generation, conversion, percentage of purchases, orders, deals, interactions, potential customers and sales), maintaining or increasing market share, accuracy of definition and breadth of the target audience, formed and potential competitive advantages, flexibility of pricing strategies, optimality of sales channels and effectiveness of communications, brand recognition, level of assortment renewal, portfolio of innovations, consumer loyalty, partnership with providers of the pharmaceutical market, digitalization of marketing interaction, and others. A model of the process of marketing support for the regulation of the pharmaceutical market has been formed, which consists of the following stages: conceptual (formation of the subject of research, definition and processing of problems, agreement on research goals, generation of the initial set of evaluation indicators), analytical (collection and analysis of marketing information), the stage of formalization of regulatory procedures (summarization of the obtained results by spheres and directions, preparation and submission of a report to interested persons).
The marketing subsystem of the pharmaceutical market regulation mechanism is related to marketing research of the market, needs, requests and intentions of consumers (clients, distributors), segmentation, positioning, targeting, evaluation of competitors, formation of a marketing mix, design, selection and implementation of marketing strategies, selection tactical marketing tools, marketing budget, management, organization and control of marketing activities of market subjects, etc.
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