Research Journal of Pharmacy and Technology

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Marketing research of the Pharmaceutical market in Ukraine: Peculiarities, Trends, Problems, Tendencies


Affiliations
1 Pharmaceutical Marketing and Management Department, National University of Pharmacy, St. Valentinivska, 4 , Kharkiv, 61054, Ukraine
2 Management and Economics in Family Medicine, Kharkiv Medical Academy of Postgraduate Education, St. Amosova, 58,Kharkiv, 61176, Ukraine
3 Pharmaceutical Marketing and Management Department, National University of Pharmacy, St. Valentinivska, 4 , Kharkiv, 61054,, Ukraine
     

   Subscribe/Renew Journal


Marketing research of the pharmaceutical market is the basis of any company's market activity, aimed at raising level of awareness and efficiency not only of individual marketing staff performance, but also senior management of company. The aim of this work is systematization and comprehensive exploration of the marketing research market in pharmacy in Ukraine. The objectives were to isolate the features of marketing research in pharmacy, identify current problems of researchers, analyze the activities of companies that specialize in marketing research in the pharmaceutical market, identify the main directions of research and development trends. For this purpose, the data of the Ukrainian Marketing Association, companies' websites, that carry out research on sectors of health protection, medicine, and pharmacy, has been analyzed. Companies are divided into two categories: those that specialize in pharmaceutical market research, and those with separate units where research of the pharmaceutical market is not the only area of activity. Also, companies could be divided by providing of quantitative research (assortment groups, prescription and non-prescription drugs, analysis of budget purchases in hospital segment, analysis of brands, analysis of companies market share, goods, manufacturers, wholesale and retail segment, etc.). and those who carry out qualitative market research (consumers, competitors, advertisements, activities, etc.). Results of studies allowed us to conclude that 11 companies are investigating the pharmaceutical market Ukraine, 5 of them specialize in pharmacy research. Main areas of research are related to market analytics, quantitative indicators, market players' market analysis.

Keywords

Pharmaceutical Market, Marketing Research, Marketing Research Market.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Лилик І. Ринок маркетингових досліджень в Україні 2017 рік: експертна оцінка та аналіз УАМ. Маркетинг в Україні. 2018; 1: 4-24.

  • Малхотра НК. Маркетинговые исследования, Вильямс. 2016.

  • Christiansen B, Yildiz S, Yildiz E. Handbook of Research on Effective Marketing in Contemporary Globalism, IGI Global. 2014.

  • Мнушко З, Пестун И. Теория и практика маркетинговых исследований в фармации: Монография, Изд-во НФаУ, 2008.

  • Aitken M, Clancy B, Nass D. The growing value of digital health. Evidence and impact on human health and the healthcare system. Edited by IQVIA Institute for Human Data Sience, USA. 2017.

  • Волошина М. Формула пилюли: анализ фармацевтического рынка: A review. Available from: URL: https://koloro.ua/blog/issledovaniya/formula-piluli-analiz-farmacevticheskogo-rynka.html.

  • Малишевская М. Анализ фармрынка: все познается в сравнении. Фармацевт Практик. 2017; 7-8: Available from: URL: http://fp.com.ua/articles/analyz-farmrynka-vse-poznaetsya-v-sravnenyy.

  • Искусственный интеллект в Фарме: где и как использовать? 2017. Available from: URL: https://www.apteka.ua/article/418643.

  • Global Market Research 2017. An ESOMAR Industry Report in cooperation with BDO Accountant & Advisors ./Published by ESOMAR, Amsterdam. Available from: URL: https://www.activaonline.cl/zip/activa/20180122105033_ESOMAR_Global-Market-Research-2017.pdf.

  • Агаева АН, Васильченко ТЗ. Перспективные направления информационного обеспечения технологий маркетинговых исследований. Международный журнал прикладных и фундаментальных исследований. 2014; 2-2. : 134-135.

  • Schmidt S. Predicted Market Research Trends for 2017. A review. Available from: URL: https://blog.marketresearch.com/predicted-market-research-trends-for-2017.

  • Murphy L. The Top 10 Challenges in the Market Research Industry. A review. Available from: URL: https://greenbookblog.org/2015/06/26/the-top-10-challenges-in-the-market-research-industry.

  • Greenbook research industry trends report. 2018. Available from: URL: https://www.greenbook.org/PDFs/GRIT_Q1-Q2_2018_Final_Report.pdf.


Abstract Views: 176

PDF Views: 0




  • Marketing research of the Pharmaceutical market in Ukraine: Peculiarities, Trends, Problems, Tendencies

Abstract Views: 176  |  PDF Views: 0

Authors

I. V. Pestun
Pharmaceutical Marketing and Management Department, National University of Pharmacy, St. Valentinivska, 4 , Kharkiv, 61054, Ukraine
Z. M. Mnushko
Management and Economics in Family Medicine, Kharkiv Medical Academy of Postgraduate Education, St. Amosova, 58,Kharkiv, 61176, Ukraine
O. M. Ievtushenko
Pharmaceutical Marketing and Management Department, National University of Pharmacy, St. Valentinivska, 4 , Kharkiv, 61054,, Ukraine

Abstract


Marketing research of the pharmaceutical market is the basis of any company's market activity, aimed at raising level of awareness and efficiency not only of individual marketing staff performance, but also senior management of company. The aim of this work is systematization and comprehensive exploration of the marketing research market in pharmacy in Ukraine. The objectives were to isolate the features of marketing research in pharmacy, identify current problems of researchers, analyze the activities of companies that specialize in marketing research in the pharmaceutical market, identify the main directions of research and development trends. For this purpose, the data of the Ukrainian Marketing Association, companies' websites, that carry out research on sectors of health protection, medicine, and pharmacy, has been analyzed. Companies are divided into two categories: those that specialize in pharmaceutical market research, and those with separate units where research of the pharmaceutical market is not the only area of activity. Also, companies could be divided by providing of quantitative research (assortment groups, prescription and non-prescription drugs, analysis of budget purchases in hospital segment, analysis of brands, analysis of companies market share, goods, manufacturers, wholesale and retail segment, etc.). and those who carry out qualitative market research (consumers, competitors, advertisements, activities, etc.). Results of studies allowed us to conclude that 11 companies are investigating the pharmaceutical market Ukraine, 5 of them specialize in pharmacy research. Main areas of research are related to market analytics, quantitative indicators, market players' market analysis.

Keywords


Pharmaceutical Market, Marketing Research, Marketing Research Market.

References