THE TRENDS IN TECHNOLOGY OF PROMOTION OF MEDICINAL DRUGS

The article is devoted to the promotion of drugs medicines to the pharmaceutical market. The definition of promotion is given  in accordance with the WHO Ethical criteria adopted at the 41th World Health Assembly. The main stages and trends in the promotion of medicinal products are outlined. Non-traditional forms of marketing in the pharmaceutical market, applied technologies of influence are generalized. The transition from unethical methods of promotion to state regulation is shown. The method for assessment of work of medical representatives by medical and pharmaceutical workers is proposed.  At the first stage, until the beginning of the twentieth century, the regulation of the pharmaceutical market was not carried out, the foundations of marketing and promotion as its component were not developed. The application of the theory of marketing to the pharmaceutical market occurred only in the 60s of the last century. Over the period from the 60s of the last century to the beginning of the new century, non-traditional forms of marketing have become established in the Western pharmaceutical market. In our country, a drug supply system was created, based on an objective need for medicines, conditioned by diseases and methods of their treatment and prevention. Transformations of the social and economic system in Russia have caused the need to develop for Russian pharmaceutical companies the other drug promotion systems. At the same time, the main models and tools used in their framework were borrowed from the practice of foreign companies, what put at risk both public health in general and the health of an individual. State regulation of interaction between the pharmaceutical industry and health workers in the Russian Federation was implemented in 2010. Legislative restrictions on the interaction of doctors and representatives of pharmaceutical companies, as well as the significant costs on  medical representatives, force pharmaceutical companies to restructure their promotion policies. Basically, they are aimed at remote communication with medical professionals through digital channels.