Pharmaceutical marketing: objectives and types Текст научной статьи по специальности «Экономика и бизнес»

HayKOBHH BicHHK .HbBiBCbKoro Ha^0Ha№H0ro ymBepcurery BeTepHHapHOi MegnuUHH Ta 6i0TexH0H0riH iMeHi C.3. f^H^Koro Scientific Messenger of Lviv National University of Veterinary Medicine and Biotechnologies named after S.Z. Gzhytskyj

doi: 10.15421/nvlvet6929

ISSN 2413-5550 print ISSN 2518-1327 online

http://nvlvet.com.ua/

УДК 338.242.4:619:615.1

Pharmaceutical marketing: objectives and types

I B. Smolynets', B.V. Gutyj, I.I. Khariv, O.Y. Petryshak, R.I. Lytvyn

[email protected]

Lviv national university of veterinary medicine and biotechnologies named after S.Z. Gzhytskyj,

Pekarska Str., 50, Lviv, 79010, Ukraine

Pharmaceutical marketing objectives and types depending on demand state are overviewed in this article. Pharmaceutical enterprise has always a certain idea of the desired level of market demand. In practice demand is not always in accordance with level that has been predicted. One can strictly outline eight situations that characterise the state of demand. Every such situation is in accordance with certain marketing managerial task and its types. Conversional marketing is related to medicines' negative demand and medical services availability, e.g. such kind of situation, when they cannot find their own buyer at substantial part of potential market. Stimulating marketing is related to demand absence, e.g. state, when potential market does not reveal (or almost does not reveal) interest towards concrete proposal. Marketing that develops is related to medicines demand, that is at the stage of formation (hidden demand). Potential (hidden) demand occurs when certain consumers part need real problem solving, that cannot remain satisfied with the medicines and medical services that are available at the market. Remarketing is related to medicines or medical services decreasing demand situation for a particular period of time, as a result of moral degradation, not consideration sale stimulation tools, advertising updates, and competition factors. Sync marketing (irregular marketing) is related to uneven demand, its fluctuation: seasonality (medicines against a cold, stomach-intestinal diseases and etc.); daily (pharmacies are more often attended during the weekdays, less - at the weekend); hourly (pharmacies are most often attended in a period of time from eight to eleven in the morning and from five to seven in the evening accordingly to research data). Supportive marketing is related to satisfied demand availability. Demarketing is related to surplus of demand, so medicines demand is higher than its supply (producing opportunities). Counteractive marketing is related to irrational (non rational) demand, with harmfulness in terms of health, consumer and society welfare. Market research provisions medicines demand study and projection, price analysis and rivals medicines, market capacity determination and enterprise's share on it. Such kind of analysis assists to estimate market opportunities and determine attractive marketing activity direction, where enterprise can acquire competitive advantages Key words: pharmaceutical marketing, objectives and types, medicines, consumers.

Львiвський нацгональний унгверситет ветеринарног медицини та бготехнологгй ím. С.З. Гжицького,

вул. Пекарська, 50, м. Львiв, 79010, Украна

В статтг розглядаються цл i види фармацевтичного маркетингу залежно вгд стану попиту. У фармацевтичного тд-приемства завжди гснуе певне уявлення щодо бажаного ргвня попиту на ринку. На практицг ж не завжди попит, який передбачаеться, вгдповгдае цьому ргвню. Можна досить чтко видглити вгсгм ситуацш, що характеризують стан попиту. Кожтй такш ситуацй вгдповгдае певне завдання щодо управлтня маркетингом та його видгв. Конверсшний маркетинг пов'язаний з наявтстю негативного попиту на лгки i медичт послуги, тобто тако1 ситуацй, за яко1 на значнш частит потенцшногоринку вони не знаходять свого покупця. Стимулювальний маркетинг пов'язаний з вгдсуттстю попиту, тобто стану, за якого потенцшний ринок не виявляе (чи майже не виявляе) ттересу до конкретное пропозицй. Маркетинг, що розвиваеться, пов'язаний з попитом на лгки, який знаходиться у стадй формування (прихований попит). Потенцтний (при-

Citation:

Smolynets,' I.B., Gutyj, B.V., Khariv, 1.1., Petryshak, O.Y., Lytvyn, R.I. (2016). Pharmaceutical marketing: objectives and types. Scientific Messenger LNUVMBT named after S.Z. Gzhytskyj, 18, 2(69), 151-154.

Фармацевтичний маркетинг: цШ та види

ГБ. Cмoлинeць, Б.В. Гутий, I.I. Хapiв, О.И. Штришак, P.I. Литвин

[email protected]

хований) попит мае мiсце тодi, коли певна частина споживачiв потребуереального розв'язання якогсь проблеми, котра не може бути задоволена за допомогою наявних на ринку лтв i медичних послуг. Ремаркетинг пов'язаний iз ситуащею спад-ного попиту на л^ чи медичт послуги за певний перiод часу вна^док морального стартня, неврахування заходiв стиму-лювання збуту, рекламних поновлень, факторiв конкуренци. Синхромаркетинг (нерегулярний маркетинг) пов'язаний з нерiв-номiрним попитом, коливанням його: посезонно (лжи вiд застуди, шлунково-кишкових захворювань тощо); щоденно (аптеки частше вiдвiдують у будт, мало - у вихiдт); погодинно (за даними до^джень аптеки найчастше вiдвiдують у перiод з восьмоЧ до одинадцятоI ранку та з п'ятоI до сьомоI годин вечора). Пiдтримувальний маркетинг пов'язаний з наявтстю задоволеного попиту. Демаркетинг пов'язаний з надмiрним попитом, тобто попит на лжи значно перевищуе пропозицю (виробничi можливостг). Протидючий маркетинг пов'язаний з iррацiональним (нерацюнальним) попитом, зi шюдливктю продукцн з точки зору здоров'я, добробуту споживача i сустльства.

До^дження ринку передбачае вивчення i прогнозування попиту на лжи, аналiз цт i препаратiв конкурентiв, визначення мiсткостi ринку i частки тдприемства на ньому. Такий аналiз допомагае оцтити ринковi можливостi i визначити при-вабливий напрям маркетинговой дiяльностi, на якому тдприемство може набути конкурентних переваг

Ключовi слова: фармацевтичний маркетинг, попит, цiлi та види, лжи, споживачi.

Фармацевтический маркетинг: цели и виды

И.Б. Смолинец, Б.В. Гутый, И.И. Харив, О.О. Петрышак, Р.И. Литвин

[email protected]

Львовский национальный университет ветеринарной медицины и биотехнологий им. С.З. Гжицького,

ул. Пекарская, 50, г. Львов, 79010, Украина

В статье рассматриваются цели и виды фармацевтического маркетинга в зависимости от состояния спроса. У фармацевтического предприятия всегда существует определенное представление о желаемого уровня спроса на рынке. На практике же не всегда спрос, предполагается, соответствует этому уровню. Можно достаточно четко выделить восемь ситуаций, характеризующих состояние спроса. Каждой такой ситуации соответствует определенная задача по управлению маркетингом и его видов. Конверсионный маркетинг связан с наличием негативного спроса на лекарства и медицинские услуги, то есть такой ситуации, при которой на значительной части потенциального рынка они не находят своего покупателя. Стимулирующий маркетинг связан с отсутствием спроса, то есть состояния, при котором потенциальный рынок не проявляет (или почти не проявляет) интерес к конкретной пропозиции. Маркетинг развивающейся связан со спросом на лекарства, который находится в стадии формирования (скрытый спрос). Потенциальный (скрытый) спрос имеет место тогда, когда определенная часть потребителей требует реального решения какой-то проблемы, которая не может быть удовлетворена за счет имеющихся на рынке лекарств и медицинских услуг. Ремаркетинг связан с ситуацией нисходящего спроса на лекарства или медицинские услуги за определенный период времени вследствие морального старения, неучет мер стимулирования сбыта, рекламных обновлений, факторов конкуренции. Синхромаркетинг (нерегулярный маркетинг) связан с неравномерным спросом, колебания его: посезонно (лекарства от простуды, желудочно-кишечных заболеваний и т.д.); ежедневно (аптеки чаще посещают в будни, мало - в выходные); почасово (по данным исследований аптеки чаще всего посещают в период с восьми до одиннадцати утра и с пяти до семи часов вечера). Поддерживающий маркетинг связан с наличием довольного спроса. Демаркетинг связан с чрезмерным спросом, то есть спрос на лекарства значительно превышает предложение (производственные возможности). Противодействующий маркетинг связан с иррациональным (нерациональным) спросом, с вредностью продукции с точки зрения здоровья, благополучия потребителя и общества. Исследование рынка предполагает изучение и прогнозирование спроса на лекарства, анализ цен и препаратов конкурентов, определение емкости рынка и доли предприятия на нем. Такой анализ помогает оценить рыночные возможности и определить привлекательное направление маркетинговой деятельности, на котором предприятие может приобрести конкурентных преимуществ.

Ключевые слова: фармацевтический маркетинг, спрос, цели и виды, лекарства, потребители.

Introduction

However marketing is oriented on consumers' needs satisfaction, then marketing activity always begins with complex pharmaceutical market research (Gromovyk et al., 2004; Olenych et al., 2012). During the market research consumers' behaviour is being studied, their needs, consumer advantages, motives, that urge them to make decisions regarding medicines purchase. Consumers behaviour deep understanding affords to satisfy their needs better than rivals do.

The aim of this scientific work was to overview pharmaceutical marketing objectives and types depending on demand condition.

Results and its discussions

Pharmaceutical enterprise always has some imagination about desirable demand level at the market. On practice not always demand that is foreseen, related to such level. One can strictly define eight situations, which characterise demand state. Every such kind of situation is in accordance with certain marketing management task and its types (tabl. 1).

Conversional marketing is related to availability of negative demand on medicines and medical services, e.g. such situation, when it cannot find their own buyer at substantial part of potential market. For example: majority of people have a negative demand on vaccination, in children - on tablet medicines and medicines without any excipients.

Table 1

Objectives and types of pharmaceutical marketing depending upon demand

Demand state Pharmaceutical marketing objective Pharmaceutical marketing type

Negative Demand formation Conversional

Absent Demand stimulation Stimulation

Potential Creation of the new medicinal means Marketing that develops

Decreasing Demand increase Remarketing

Uneven Demand leveling Sync marketing

Satisfied Demand support Supportive

Excessive Demand decrease Demarketing

Irrational Restriction of access to medicines Counteractive

A cause of mentioned situation is research elements neglecting of the previous sale of consumer information.

Pharmaceutical marketing task is to create demand as a result of analysis of the causes of negative demand, the development of tactics and strategy of influence upon demand or supply, which can project assortment improvement of the structure or medicines quality, price reduction, searching for new forms of medicines advancement at a market (Olenych et al., 2013).

Stimulating marketing is related to demand absence, condition when potential market does not reveal (or almost does not reveal) interest towards concrete proposal. The reasons of absent demand can be advertising neglecting, medicines competitiveness research.

Marketing task - is to awake consumers activeness based on finding ways of connection specific medicinal qualities with natural needs and interests of the human being (Gromovyk et al., 2004; Olenych et al., 2011).

Marketing, that develops, is related to medicines demand that is at the stage of formation (hidden demand). Potential (hidden) demand occurs when certain consumers part need real problem solving, that cannot remain satisfied with the medicines and medical services that are available at the market. For example: nowadays health care system has unsatisfied need in medicines, which might be efficient in oncologic diseases, strokes and AIDS treatment. Marketing task - is to estimate the volume of potential market and create efficient medicines and medical services, that really can satisfy the demand (Gromovyk et al., 2004; Kanjuka et al., 2012; Olenych et al., 2012).

Remarketing is related to medicines or medical services decrease demand situation for a particular period of time, as a result of moral degradation, not consideration sale stimulation tools, advertising updates, and competition factors (Gromovyk et al., 2004). Pharmaceutical marketing objective - not only to extent medicine life cycle that is situated in a phase of demand lower, as creation new life cycle of the medicine. It might be achieved by advertising the unknown or little known consumer features and benefits of this medicine. For example, it was revealed that regular usage of aspirin reduces risk of the stroke by 15 percents. Besides, for aspirin's life cycle creation its effervescent medicinal forms were produced, also medicinal forms with vitamins additives.

Sync marketing (irregular marketing) related to uneven demand, its fluctuations:

a) seasonally (medicines against a cold, stomach-intestinal diseases);

6) daily (pharmacies is more often attended on a week days, less - at the weekend);

b) hourly (pharmacies are most often attended in a period of time from eight to eleven in the morning and from five to seven in the evening accordingly to research data).

As of many medicines cannot smooth demand fluctuations, the pharmaceutical marketing task is to study these fluctuations and adjustment for them (Gromovyk et al., 2004; Vasnecova, 2005; Grymak et al., 2013).

Supportive marketing is related to satisfied demand availability. Marketing objective - is to maintain demand, as a result of constant attention towards factors that can change the demand: change of the need (for instance, decrease or increase level of morbidity); appearance on the market of similar drugs and medical services of other companies at lower prices.

It is necessary to solve a series of tactical tasks, which are related to price policy, maintaining desirable quantity of sales, activity coordination, and performance of cost control.

Demarketing is related to surplus of demand, so medicines demand is higher than its supply (producing opportunities). Pharmaceutical marketing objective - is to reduce excessive demand by price raise, termination of sales stimulation, advertising of analogues or substitutes, etc.

Counteractive marketing is related to irrational (non rational) demand, with harmfulness in terms of health, consumer and society welfare. For example: alcohols demand, tobacco, drugs and psychotropic means, etc. (Gromovyk et al., 2004; Bab'jak et al., 2012).

The main reason of this phenomenon is lack of consumer behaviour with regards to social and ethical moral. Marketing objective - is to eliminate or redirect demand or significantly restrict access to products or change the terms of its sale. For example, there is an irrational demand in a health care system on drugs and psychotropic medicines that regulates through standardisation needs per one thousand people of population and dispensing of medicines from state and municipal pharmacies by prescription special forms.

Medicines as a goods are very special because of social meaning, as the benefits of their usage are shown in reduction of disease duration, loss of work time due to disability, payments on this occasion, also utilization additional fund of working time. At the end medicines are an important indicator of human life guarding. On the other hand, some medicines are poisonous and potent means. Failure to comply with the rules of its application may cause health worsening and even death. Moreover,

most medicines are biologically active synthetic compounds; its analogues are scarcely found in nature that makes its safe natural utilisation process hard enough.

Price is not primary factor that influence purchase, because sales feature depends on disease, its nosology, course and severity, specific medicines properties. Thus group of vital medicines, in particular, where they are bought by the state (insurance companies) or its purchase cost is compensated by the state (insurance companies), price in most cases is inelastic or slightly elastic (Gromovyk et al., 2004; Kanjuka et al., 2012).

Circulation - feature of drugs distribution is that its production, wholesale and retail sales may be performed only by special permission, e.g. licensing features.

Distribution is based on communications methods, as medicines - are products of the forced demand. Utilisation of its majority cannot be based on relatives and acquainted advices, and also on personal experience or own likes. Besides, legislation only allows advertising non prescribed medicines. Motivation role in medicines consumption mainly play medical and pharmaceutical experts, therefore advertising and most drugs are designed for them, personal sales are directed at them, and to a great extent, methods of sales promotion.

Conclusions

Market research provisions study and projection of medicines demand, price analysis and rivals' medicines, market capacity determination and enterprise's share in it. Such type of analysis assists to estimate market opportunities and determine marketing activity attractive direction, where enterprise can acquire competitive advantages.

References

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Cmammn nadiumm do peda^ii 14.09.2016