医药企业品牌管理面临大规模危机

Olena BONDARENKO, Oleksandr MELNYCHENKO
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摘要

随着敌对行动的开始,所有制药公司被迫暂停其营销活动。但从2022年4月至5月,促销活动开始恢复。本文以处方药和非处方药两组药物为例,对乌克兰2022年的医药市场进行了分析(根据市场研究分析系统PharmXplorer /“pharma - standard”),结果表明,及时恢复营销活动并进行品牌推广的制药公司已经获得了巨大的机会。在这种情况下,及时应对新的挑战,迅速灵活地做出营销决策,成为品牌管理系统运行的主要任务。只有当管理者意识到战时促销既是风险又是机遇的时候,品牌才会变得时髦起来,才能优化力度,找到定位和促销的非标准解决方案。研究的目的是分析军事形势是否影响了乌克兰医药市场的发展,确定品牌管理系统中的主要战略决策,以提高医药商业企业的运作效率。使用归纳、分析和综合、比较、表格和图表等方法发现,尽管战争产生了负面影响,但对药品的需求仍然很高。然而,企业的效率是由所选择的营销策略决定的。因此,在战时,对市场需求进行修正、适应和快速反应是医药企业的重要任务。为此,制药公司必须明确社会定位,并根据消费者偏好的变化调整促销力度。同时,为品牌的推广,应不断策划和实施营销活动。这也适用于药品——几乎每个品牌都可以被另一种仿制药取代。在戒严的条件下,及时恢复和延续品牌的促销活动,一方面是营销上的挑战,但正如去年的结果所显示的,这也是一个获得领导地位和加强品牌消费者忠诚度的好机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Brand management of pharmaceutical enterprises under a large-scale crisis
With the beginning of hostilities, all pharmaceutical companies were forced to suspend their marketing activities. But from April-May 2022, promotional activities began to resume. The presented analysis of the phar­maceutical market of Ukraine for 2022 using the example of two groups of drugs – prescription and over-the-counter (according to the analy­tical system of market research PharmXplorer"/"Pharm­standard") shows that significant oppor­tunities have opened up for those pharma­ceutical companies that have timely resumed marketing activities with brand promotion. Under these conditions, timely response to new challenges, promptness and flexibility in making marketing decisions become the main tasks of the functioning of the brand management system. It is those brands whose managers realize that promotion in wartime is both a risk and an opportunity at the same time, will become trendy, will be able to optimize efforts and find non-standard solutions for positioning and promotion. The aim of the research was to analyze whether the military situation affected the development of the pharmaceutical market of Ukraine and to determine the main strategic decisions in the brand management system to increase the efficiency of the functioning of pharmaceutical business enterprises. Using such methods as generalization, analysis and synthesis, comparison, tabular and graphic representation, it was found that despite the negative impact of the war, the demand for medicines remains high. However, the efficiency of enterprises is determined by the chosen marketing strategy. Therefore, correction, adap­tation and rapid response to market needs are important for pharmaceutical business enter­prises in wartime. For this, it is important for pharmaceutical companies to take a clear social position and adjust their promotional efforts according to changes in consumer priorities. At the same time, it is advisable to constantly plan and implement marketing activities for the promotion of brands. This also applies to drugs – almost every brand can be replaced by another generic drug. Timely restoration and continuation of promotional activity of brands in the conditions of martial law is, on the one hand, a marketing challenge, but, as the results of last year show, it is also a great opportunity to gain a leadership position and strengthen the brand’s consumer loyalty.
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