PHARMACEUTICAL MARKETING AS A MARKETING SYSTEM AT THE MACRO LEVEL: STRUCTURE AND FEATURES

The article addresses theoretical and methodological foundations of the marketing systems of the pharmaceutical market at the macro level. The size and social significance of this market determine the need to ensure its proper functioning as a whole system, but the systemic approach to marketing in general and to that of a specific industry remains underdeveloped. Marketing policy still mainly relies on the classical marketing mix, developing in the framework of marketing management approach that is in the micro-framework. Thus, issues related to societal interests in the functioning of markets, such as ensuring sustainability, development of human capital, and quality of life, remain without a proper apparatus of studying and action, on the margin of interests of market actors. This determines the relevance of the study. Based on the systematisation and generalisation of specific features of the pharmaceutical market and using the apparatus and approaches of macro marketing, the general structure of the marketing system is shaped grounded in a specific difference in mechanisms of creation and delivery of consumer value, attributed to the mechanism of drug prescription. Therefore, two interconnected subsystems of the pharmaceutical market marketing system are suggested: prescription and over-the-counter (OTC) drugs. Managing the first subsystem requires the use of approaches and tools inherent in B2B marketing. The creation and realisation of consumer value here is based on the objective needs of end consumers and is strongly influenced by the expert and professional environment. Taking into account the importance of the pharmaceutical market for ensuring social well-being, the need to create new pharmaceutical products may not always be justified by the significance of the market size, anticipating the need for non-market financing, support from market externalities The subsystem relies both the mechanisms of competition and that of cooperation; uses innovative management and marketing, to a certain extent this subsystem depends on the ability to ensure network of interaction between market participants. Such features of the first subsystem obviously have an impact on the second, where the need to ensure social well-being determines the general direction and sets guidelines and restrictions for marketing programmes of individual market participants. The effective functioning of the whole system is based on a combination of mechanisms of cooperation, vital considering a strong need for externalities, and competitive marketing based on specific characteristics of the pharmaceutical industry and market. Key aspects of macromarketing of the pharmaceutical market have been identified to ensure the management of the marketing system of the market system at the macro level.