Механізми впливу екзогенних та ендогенних чинників на розвиток регіональних фармацевтичних ринків

Abstract

В статті проаналізовано ключові чинники управління фармацевтичним ринком. Розглянуто застосування моделі М. Портера для визначення екзогенних та ендогенних чинників розвитку регіональних фармацевтичних ринків. Досліджено елементи механізму регулювання ринків, концепцію партнерського маркетингу, яка набуває особливого значення у фармацевтичній промисловості. Розкрито питання оптимізації інтересів різних суб’єктів, що функціонують на фармацевтичному ринку, та шляхи впливу на удосконалення моделі управління регіональними фармацевтичними ринками. Ключові слова: регіональні фармацевтичні ринки, управління, маркетингові стратегії.

The article analyzes the key factors of regional pharmaceutical markets management due to Ukraine's accession to the European Union. This, in turn, can both mitigate the entry and exit conditions on the pharmaceutical market and create barriers related to the introduction of drugs in the EU markets. The application of M. Porter's model for the determination of exogenous and endogenous factors of development of regional pharmaceutical markets is considered. Based on this model, we can conclude that there is competition within the sector in the pharmaceutical industry. In this area there are many significant changes caused by many factors, in particular: the emergence of new competitors in the industry of analogue medicines, new competitors in biotechnology, rapid changes in the relations between pharmaceutical firms as a result of mergers, takeovers as a result of integration processes. Globalization processes, as well as the integration of buyers (such as: wholesale, pharmacy) leads to a strengthening of their position in the pharmaceutical markets. It is also worth to underline the importance of public control over the activities of producers, which in turn is due to the presence of a significant amount of information on the Internet. The elements of the market regulation mechanism and the concept of affiliate marketing are explored, since contacts between units operating in the market are largely based on personal relationships, the debugging of which, however, requires time. Soon, trust is born between people, and not between firms, and workers become the most valuable resource of the firm. The reorientation of marketing strategies in the pharmaceutical market is conditioned by expectations of patients who force manufacturers to adapt drugs to their needs (for example, ease of use, method of administration, rate of action, automatic release of the active substance). They are also interested in facilitating the purchase of drugs, and therefore willingly use other channels than pharmacies, and purchases over the Internet. The questions of interests optimization of various subjects functioning on the pharmaceutical market and ways of influencing the perfection of management model of regional pharmaceutical markets are revealed. Keywords: regional pharmaceutical markets, management, marketing strategies.