Marketing research of drugs market in rural area
DOI:
https://doi.org/10.24959/uekj.17.18Keywords:
marketing research, medicines, range, rural areaAbstract
Today in Ukraine, a system of pharmaceutical provision for the rural population identifies certain features requiring qualitatively new approaches, taking into account the social orientation of the pharmaceutical sector.
Aim. To carry out marketing analysis of drugs market in rural areas with the subsequent determination of sales leaders in each segment of the pharmaceutical sector of the market for medicines.
Materials and methods. While researching we used marketing analysis methods, graphical analysis techniques for visual presentation of the results. The main objects of study are drugs consumption indicators and its monetary terms structure for the period of January 2016 – February 2017 (rural area, Cherkasy region).
Results. The assortment structure of medicines has been analyzed taking into account ATC/DDD classification system, countries producing medicines, as well as the indicators of drug consumption by the population in rural areas, which made it possible to identify drug leaders in terms of consumption among anatomical and pharmacotherapeutic groups and directly TOP-10 medicines under trade names. During the studies, the indicators of the adequacy of the population’s solvency, which had the highest levels of consumption of medicines in rural areas in 2016, were calculated and the low values of this indicator, characteristic of domestic medicines, which characterizes the low level of availability of medicines of foreign production for the population in rural areas were determined.
Conclusions. The results of the analysis made it possible to establish the maximum indicators of consumption of medicines by the population of rural areas, which will determine the effectiveness and availability of medicines of this category of population.
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