Abstract

Results. In the article the theoretical bases of pharmaceutical marketing of enterprises were further developed. Main characteristics of pharmaceutical marketing, the sphere of its interests and the features of the marketing complex were defined. The range of interests of pharmaceutical marketing includes: economic, social, ethical, potential, strategic, hidden, public and individual interests. Various approaches of authors to definition of a category pharmaceutical marketing are analyzed. We consider that the marketing complex of a pharmaceutical enterprise in the conditions of transition to an innovative development should contain five components (Product, Price, Promotion, Place and People -main participants of activity). The authors identified the importance of the fifth component of the marketing complex as People for innovative development. The place and role of knowledge and information was determined. The basis of innovative development is innovation, the basis of innovation is knowledge. So, knowledge and information is also a key category in the pharmaceutical marketing system, since it unites all participants from the producer to the consumer. The result of interaction (exchange of information and material flows) of all market participants is the creation of product, technological, process and organizational innovations. The classification of pharmaceutical products according to market classification criteria has been improved. The features of pharmaceutical products as an object of product innovation marketing policy are investigated. So, the product policy of pharmaceutical enterprises is based on product, technological and service innovations, which are caused by market needs that are constantly changing. Accordingly, price strategies and pricing methods should be constantly updated, which should be based on the principles of cost recovery and accessibility for the target consumer. The marketing policy in the pharmaceutical market depends on organizational innovations in marketing systems. The authors generalized the scheme of commodity circulation of pharmaceutical products on the basis of communication links, which demonstrates various sales channels and identifies relevant market participants. The proposed scheme can be put in the basis of the formation of the mechanism of marketing communication policy and the definition of communication strategies at various stages of product promotion. Features of application the marketing communications tools in the pharmaceutical market depending on the specific subject of the promotion process are analyzed. Legislative restrictions on advertising of pharmaceutical products have been determined. The means of mass communications, which are used by pharmaceutical companies, communication costs and popular brands are analyzed. Relations with pharmacists and medical personal, as well as a system of servicing at points of sale (pharmacies) also need new forms of interaction. Communication with the consumer is becoming more personalized and relocated to the Internet space, the consumer is becoming more aware and demanding and the effectiveness of mass communications is declining. All this requires innovative means of communication between manufacturers, doctors, pharmacists and consumers. Conclusions. The theoretical foundations of pharmaceutical marketing, taking into account the 5P complex, can be used as a basis for improving the mechanisms of innovative development of the pharmaceutical market by increasing the efficiency of marketing activities of all its stakeholders and forming effective marketing strategies.

Keywords: marketing complex, pharmaceutical marketing, pharmaceutical products, knowledge, people, innovative development

JEL Classification: G34, I11.

Cite as: Melnyk Yu. & Golysheva, I. (2017). Features of the marketing complex in the system of innovative development of pharmaceutical companies. Marketing and Management of Innovations, 4, 27-39. https://doi.org/10.21272/mmi.2017.4-02

This work is licensed under a Creative Commons Attribution 4.0 International License

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