Specifics of Marketing of Pharmaceutical Industry

The article substantiates the relevance and necessity of studying the specifics of marketing of pharmaceutical companies. The purpose of the article is to determine the specifics and features of modern pharmaceutical marketing. The features of the modern pharmaceutical industry of countries with market economies have been given. The modern tendencies and features of development of the world pharmaceutical market have been defined. The key problems of the pharmaceutical market of Ukraine and the priorities of its development taking into account the expediency of using marketing tools have been considered. Among the identified priorities are important to increase the competitiveness of products and enterprises of the pharmaceutical industry through qualitative changes and innovations; ensuring the innovative development of industrial enterprises in this industry; application of creative approaches. Features of pharmaceutical marketing have been given. The interests of the subjects of the modern pharmaceutical market are combined into a "complex" covering two levels. The interaction of the main subjects of the pharmaceutical market has been studied. The main forms of marketing in the pharmaceutical industry have been considered. The article uses methods of analysis, grouping and systems approach. The scientific novelty of the work is reflected in the proposals of the authors to combine the interests of all actors in the modern pharmaceutical market in a certain complex, which covers two levels; building a graphical representation of all possible links between the subjects of the pharmaceutical market. The practical significance of the article lies in the possibility of implementing the priorities of the pharmaceutical market in our country, taking into account the feasibility of using marketing tools. It has been noted that most pharmaceutical manufacturers do not implement the third form, because all functions related to marketing are performed by intermediary networks. We see prospects for further research in the study of international experience of cooperation of pharmaceutical companies, a detailed consideration of global trends in pharmacy.