STUDY ADDITIONAL SERVICES PROVIDED BY PHARMACEUTICAL ORGANIZATIONS

The article deals with the classification and assortment of additional services provided by pharmaceutical organizations, the study of methods for evaluating their effectiveness. Additional services, being elements of social and ethical marketing, are provided to the population in order to increase the competitiveness of the pharmaceutical organization, create a positive image, form a permanent clientele. Services can be provided free of charge or payable.The purpose of using additional services is to improve the quality of pharmaceutical assistance provided by pharmaceutical organizations in the process of providing the population with goods of the pharmacy range. Additional services can be classified into the following groups: pharmaceutical, medical, health and consumer. The purpose of the study was to study the range of additional services provided by pharmacy organizations, determine the parameters for assessing their effectiveness, and study the opinion of pharmaceutical workers on the need to introduce additional services in pharmaceutical organizations. Methods were used: sociological, content analysis. The study involved pharmaceutical organizations located in a polyclinic, in a residential area, in a shopping center, on the road/pedestrian traffic. The pharmacies were divided into the following categories: a single pharmacy, a pharmacy belonging to a regional network, interregional, federal. As a result of the study, it was revealed that consumer services are mainly provided in pharmacies: individual order of medicines, the possibility of paying by a bank card, a system of discounts, a reference service on the availability of medicines. Less often in pharmacies are provided services such as: individual selection of glasses, doctors consultation, delivery of drugs at home, the availability of a parking lot, the measurement of blood glucose. Additional services help to increase the average check and turnover. The effectiveness of introducing additional services is estimated mainly to increase the amount of transaction and turnover, less often – to increase the number of checks and reduce inventories. Additional services are more often provided by pharmacies belonging to federal networks located along the transport/pedestrian flow.