METHODS FOR DETERMINING THE EFFECTIVENESS OF PRICING POLICY IN THE PHARMACEUTICAL INDUSTRY

The article is a study of the methodology for determining the effectiveness of pricing policy in the pharmaceutical industry. In particular, it is analyzed that the pharmaceutical industry is one of the most strategically important and priority areas of state regulation worldwide. There are four main methods of regulating the prices of medicines: setting fixed prices; profit regulation; efficiency-based pricing; setting base prices). Fixed pricing sets «reasonable» and affordable maximum prices for medicines for the health care system (usually public). It is investigated that the most common in a market economy are the classical methods of pricing: average costs plus profit; break-even analysis and target profit; pricing based on the level of current prices; pricing on the basis of closed bidding; setting the price based on the value of the goods being felt. In Ukraine, the main economic regulator of the pricing process for medicines is the marginal level of trade margin. But in contrast to the single level, typical of foreign practice, in our country apply the regional principle of regulating the level of retail prices. It was found that, following the example of the EU, Ukraine should create a monitoring system that examines prices on the pharmaceutical market, which will help avoid cases of uncontrolled overcharging (if any), as well as cases of unjustified interference in the pharmaceutical business. Such a system will be a reliable resource and will inform the competent authorities about a significant increase in prices for unregulated drugs.