PHARMACEUTICAL MARKETING: OBJECTIVES AND TYPES

Pharmaceutical marketing objectives and types depending on demand state are overviewed in this article. Pharmaceutical enterprise has always a certain idea of the desired level of market demand. In practice demand is not always in accordance with level that has been predicted. One can strictly outline eight situations that characterise the state of demand. Every such situation is in accordance with certain marketing managerial task and its types. Conversional marketing is related tomedicines’ negative demand and medical services availability, e.g. such kind of situation, when they cannot find their own buyer at substantial part of potential market. Stimulating marketing is related to demand absence, e.g. state, when potential market does not reveal (or almost does not reveal) interest towards concrete proposal. Marketing that develops is related to medicines demand, that is at the stage of formation (hidden demand). Potential (hidden) demand occurs when certain consumers part need real problem solving, that cannot remain satisfied with the medicines and medical services that are available at the market. Remarketing is related to medicines or medical services decreasing demand situation for a particular period of time, as a result of moral degradation, not consideration sale stimulation tools, advertising updates, and competition factors. Sync marketing (irregular marketing) is related to uneven demand, its fluctuation: seasonality (medicines against a cold,stomach–intestinal diseases and etc.); daily (pharmacies are more often attended during the weekdays, less – at the weekend); hourly (pharmacies are most often attended in a period of time from eight to eleven in the morning and from five to seven in the evening accordingly to research data). Supportive marketing is related to satisfied demand availability. Demarketing is related to surplus of demand, so medicines demand is higher than its supply (producing opportunities). Counteractive marketingis related to irrational (non rational) demand, with harmfulness in terms of health, consumer and society welfare. Market research provisions medicines demand study and projection, price analysis and rivals medicines, market capacity determination and enterprise’s share on it. Such kind of analysis assists to estimate market opportunities and determine attractive marketing activity direction, where enterprise can acquire competitive advantages