CONCEPTUAL APPROACHES TO PHARMACEUTICAL MARKETING

The article deals with the issues of conceptual approaches to pharmaceutical marketing and the problems of its efficiency improvement with due regard to its specific features. The scientific basis for the organization of marketing management in pharmacy is substantiated, which leads to qualitative and quantitative changes in the managed object. The peculiarities of the impact of marketing processes in the global and local dimensions on the state of social and economic subsystems in the context of ensuring their sustainable development are determined. At the macro level, the actions of the pharmaceutical business and the government, declaring economic interests, realize the resources described above using appropriate methods (economic, political, ideological and administrative). This is manifested through the policy of "controlled inflation" (burning all citizens’ savings), monetization of benefits, support for the development of consumer lending, the taxation system, government grants, customs policy, etc. Five groups of management resources in pharmacy are identified, each with its own tools and methods. To ensure the effectiveness of marketing tools in the market of information security in the pharmaceutical industry (ISP), the article defines what "products" are offered in this market, since each type of product has its own consumer groups and effective ways of promotion. The article considers the possibilities of applying the Agile approach to the pharmaceutical industry, which will facilitate faster and better adaptation to competition in a changing market and in conditions of limited resources, as well as help to build a flexible marketing campaign, obtaining a significant increase in profits. Modern trends that can be observed in any client pharmaceutical segment are identified and prospects for the development of the industry are outlined.