EFFECTIVENESS OF CURRENT MULTI-CHANNEL MARKETING IN PHARMACY

STATEMENT OF THE PROBLEM In the conditions of intensifying of economic situation in Ukraine, too high competition in the pharmaceutical business (especially pharmacies), Ukrainian sensitive attitude to a significant increase in drug prices, the consumer has becoming more responsible for their health, more demanding to medical information, including about drugs and other pharmaceutical products range. Now, as before, the main source of information for the end user is a pharmacist, but gaining popularity active search for information through contemporary possibilities of the Internet. Therefore, the use of multichannel marketing in pharmacy with modern digital technologies can be a perspective direction of their activity as part of customer satisfaction in providing high quality, timely, complete, accurate information and, as a result of their own business.


STATEMENT OF THE PROBLEM
In the conditions of intensifying of economic situation in Ukraine, too high competition in the pharmaceutical business (especially pharmacies), Ukrainian sensitive attitude to a significant increase in drug prices, the consumer has becoming more responsible for their health, more demanding to medical information, including about drugs and other pharmaceutical products range.Now, as before, the main source of information for the end user is a pharmacist, but gaining popularity active search for information through contemporary possibilities of the Internet.Therefore, the use of multichannel marketing in pharmacy with modern digital technologies can be a perspective direction of their activity as part of customer satisfaction in providing high quality, timely, complete, accurate information and, as a result of their own business.

ANALYSIS OF RECENT RESEARCH AND PUBLICATIONS
The problem of use modern digital technologies is increasingly discussed by experts of pharmaceutical market, more companies that provide digital media services in practice [4,7].
A certain number of publications in Russian and European editions are devoted to the use of Multi-Channel Marketing for the advancement of medications to the doctors, they are compared the potential impact on the outcome of the medical representatives and Internet marketing tools [2,6,8,9,10].It is noted, that according to the data of Compas media agency, digital promotion costs in the US rose from 17 % in 2010 to 33 % in 2012, and the capacity of this market is estimated as 879 million dollars.According to the company Cegedim data, in Russia in 2011 the costs of internet promotion for doctors, almost equal to zero, and in 2013 capacity of this channel estimated as 1,5 mln dol., and treated as components of a successful collaboration with doctors [5].
The main directions of promoting pharmaceuticals to end users through Internet, use of indirect marketing in social media are highlighted [3].

IDENTIFICATION OF ASPECTS OF THE PROBLEM UNSOLVED PREVIOUSLY
Despite a number of discussions of Multi-Channel Marketing in publications, emphases on efficiency for pharmacies are limited.

OBJECTIVE STATEMENT OF THE ARTICLE
The aim of this work is the selection of new forms of Multi-Channel Marketing for the pharmaceutical market with regard to foreign experience and their own capabilities.

PRESENTATION OF THE MAIN MATERIAL
OF THE RESEARCH The main goal of the manufacturer is to inform the consumer about the originality of their product, efficiency, competitive advantages, price characteristics and others.The purpose of the consumer is searching for relevant information on the product that meets the needs of treatment, effectiveness requirements, convenience, cost of treatment, possibility to purchase in the appropriate place.Globalization of market processes, access to information © Pestun I. V., Mnushko Z. M., 2016 ISSN 2311-1127 at any time regardless of location significantly shorten the period from launch of a new product on the market prior to the purchasing by the consumer through the use of the Internet.
Today end consumers are ahead of the producers in the use of digital technologies.They are not only passive consumers of information, which is obtained through the traditional transmission channels.According to experts for the OTC segment of some medicines buying decision in 80 of cases taken before the hike in the pharmacy.It is recommend to manufacturers their promotional efforts should be distributed like 80 % direct tools aimed on consumers, physicians, ensuring present of product at the pharmacy and only 20 % efforts to direct communication with the pharmacists [4].Poll marketers 2012 showed that 69 % believe that pharmaceutical marketing will become truly multi-channel in the next 5 years [5].According to experts of digital technology one of the main problems when implementing them in the pharmaceutical companies is rejection and misunderstanding of these technologies in marketing, promotion and functioning of the company [7].
Today, the Internet audience in Ukraine has reached almost 22 million users.A well-known online resource Wikipedia gives a list of countries by number of Internet users in Ukraine according to the percentage of users in 2013 had a rate only 30 % of the population, while in most European countries these figures were much higher: Norway (93,39 %), the Netherlands (90 %), Sweden (90 %), Denmark (88,72 %), Switzerland (83,9 %), Germany (83 %).Therefore, we can assume that the perspective of the development of Internet marketing in the country is at an early stage.At the same time, the results of the research, in 2015 per one Ukrainian, on average, is 1,1 devices connected to the Internet, 57 % more than in 2013 an increase in the level of use of modern mobile devices: 10 % of people use the tablet, 28 % smart phone.In 2014, these indexes were 7 % and 24 % respectively.Contrary to popular belief, doctors are also actively use the Internet in professional activity [7].
New possibilities of information dissemination indicate the transition mass marketing influence on consumer to online status.Increasingly use targeted channels of influence, which is not time-bound, are available at any time and in any amount.It is clear, that today's winner in the competitive struggle may be a company, or a pharmacy, which will be able to combine successfully the traditional methods of conveying information to their consumers using digital technology.The influence of modern trends makes managers and marketers to adapt to the market demands by rethinking methods of marketing management.
Digital marketing is treated as a constant bilateral dialogue with each consumer, which in the operational mode allows to optimize the interaction.This approach allows us to move from intrude active strategy of pushing the product to search an interested consumer who is emotionally ready and willing to use information provided, as well as interested in purchase of a certain product.
Marketing activities of pharmacies may be modern and successful by multi-channel marketing.Internet technology can significantly facilitate the work of the pharmacist in the pharmacy because, as noted, a large segment of the consumers today, before making a purchase decision medicines or other pharmaceutical products trying to find more information from websites dedicated to the treatment of disease, electronic directories of medicines, to know the prices, offer of the product in different pharmacies, promotions, discounts, etc.For example, according to the directory Ukrainian sites (Catalog.i.ua) in Ukraine there are 112 General websites on health that can be obtained information in relation to pharmacies (including separately by regions of Ukraine), veterinary medicine, healthy lifestyle, medicines and equipment, medical care, health insurance, consultations of specialists, medical publications, medical research centers, health forums, alternative medicine, information and analysis, background information, information on specific diseases, reviews on certain hospitals and doctors.On the portal Bigmir.net, that represents the rating of Ukrai-nian sites, in October 2015 by the number of visits 28th place in the ranking were the site "Piluli -медицина от А до Я" and on the 31st place "Tabletki.ua" the vast majority of sites ahead is media news.Internet marketing activities enables you to obtain the pharmacy a competitive advantage that cannot be evaluated by traditional methods.The effectiveness of new media channels isn't directly with marketing expenditure, it is their cheapness causes a wide availability of use.The main attract consumers indicator is performance to interest, encourage dialogue and interaction.
It should be noted, that the pharmacy is fairly inactive, using the channels of dissemination of in- Is appears in the appropriate search term (when the user is looking for information on offer of the product in the pharmacy, prices, information about medicines, treatments, nutrition, dietary supplements, cosmetics, etc.

ISSN 2311-1127
formation about them.Traditional channels that can be used are presented in the Table 1.
At the same time, consider modern marketing approach, pharmacies can use digital tools in its activities.Among listed in the Table 2 items of multichannel marketing pharmacies today develop their own WEB-sites, but their quality and opportunities often do not satisfy information needs of consumers.
The transition to digital marketing also is affects the Loyalty to the pharmacy and image formation as discussion forums promote rapid and targeted distribution of positive information, and have negative consequences if any gaps in activities.Then more the pharmacy will listen to the consumers, and then more trust is formed.
We know that consumers discover information leaves a trail, which is evidence of their needs, preferences and interests.Modern media can be used to accurately determine what the consumer really wants one [1].In pharmacies such an instrument can be a permanent customer card that allows you to explore consumer preferences, frequency of purchase, price choice.

CONCLUSIONS AND PROSPECTS
FOR FURTHER RESEARCH Multi-channel marketing in pharmacies as part of customer satisfaction in information and the new ways to develop their own business have been substantiated.The characteristics of traditional and digital information channels are presented.
As the digital market experts have noted the weak activity of pharmaceutical companies in this field, it is necessary to conduct additional studies on the effectiveness of the use of certain digital communications in pharmacies. [66]