STUDIES OF THE PRICING PHARMACEUTICAL ORGANIZATIONS

The article examines the goals, pricing models, describes the characteristics of the researching pharmaceutical organizations and applied pricing strategies. One of the decisive ways to increase the competitiveness of a pharmaceutical organization is the optimal pricing mechanism. The price level in the pharmacy is one of the criteria for consumers to choose a pharmaceutical organization. The price policy affects the economic performance of the pharmacy. The main factors affecting pricing are: a portrait of the main buyers, the assortment, the pharmacy category, the level of competition. The purpose of the study was to study price strategies, pricing models used by 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 main buyers are young people, pensioners. Pharmaceutical organizations apply the following approaches to pricing: centralized (pricing rules are determined by the management of the pharmacy network for the entire assortment), partially decentralized (pricing rules are set only for a certain register of pharmacy products, and the duty to form prices for positions not included in this register is assigned to the managers Pharmacies), decentralized (the responsibility for pricing is born by pharmacy managers). A competently chosen pricing system allows: to provide the pharmaceutical organization with the maximum profitability, provided that the competitiveness and affordability of medicines for the population remain competitive, respond flexibly and quickly to changes in the competitive situation, reduce the risks of financial losses, and form a positive image of the pharmacy network among consumers. The analysis showed that managers more often use a centralized pricing model based on the application of differentiated margins on assortment groups. The advantage of a differentiated approach is to establish an extra charge for pharmaceutical products belonging to different categories, depending on the format of the pharmacy organization and the availability of a competitive environment.