A scientific and theoretical approach to the development of the process model for managing personified marketing communications in pharmacy
Keywords:Рersonified marketing communications; process model; promotion; drugs; pharmaceutical market subjects.
Aim. To systematize and substantiate the expediency of using personified marketing communications in pharmacy based on a scientific and methodological approach and develop a process model for managing personified marketing communications in pharmacy, which will be useful to pharmaceutical market entities in order to provide the effectiveness of pharmaceutical promotion and interaction with a potential target audience.
Materials and methods. To implement the objectives, the methods of content analysis, structural and system analysis, sociological and marketing research, comparative analysis, grouping, and graphical method were used.
Results. The expediency of using personified marketing communications in the system of promoting drugs to the Ukrainian pharmaceutical market has been systematized and substantiated, taking into account the foreign experience. The rating of the activity of using personified marketing communications in Ukraine and abroad has been made and compared; the prospects and advantages of their implementation at the Ukrainian market have been identified. A process model for managing personified marketing communications in pharmacy has been developed and proposed.
Conclusions. Personified marketing communications provide that the subjects of the pharmaceutical market concentrate their communicative efforts on the target audience; this further gives them the opportunity to save money and minimize unnecessary investment in the promotion of drugs. The proposed process model of management of personified marketing communications in pharmacy will contribute to improving the quality of pharmaceutical care to the country’s population.
Melnyk, Yu. M., Saher, L. Yu., Cherkas, I. Yu. (2016). Visnyk Khmelnytskoho natsionalnoho universytetu, 2 (1), 164-168.
Prostova, O. I. (2012). Naukovi pratsi. Politolohiia, 185, 28-32.
Kuzminova, Yu. V. (2014). Fundamental research, 11, 140–145.
Starostin, V. S. (2018). Vestnik universiteta, 1, 28–34.
Okolnishnikova, I. Yu. (2011). Formation and development of marketing communications in the conditions of individualization of consumer demand. Doctor’s thesis. St. Petersburg, 41.
Yuldasheva, O. U., Okolnishnikova, I. Y. (2012). Marketingovye kommunikatsii, 4 (70), 204–212.
Bozhkova, V. V., Timokhina, Ya. O. (2013). Naukovyi visnyk Uzhhorodskoho universytetu. Seriia “Ekonomika”, 2 (39/1), 31–37.
Peppers, D., Rogers, M., Dorf, B. (1999). Is your company ready for one-to-one marketing? Harvard Business Review, 51, 160.
Timokhina, Ya. O. (2015). Naukovyi visnyk Khersonskoho derzhavnoho universytetu, 10 (4), 85–89.
Shirokova, I. (2013). Remedium, 5, 76–77.
McClure, М. (2018). The Best One-to-One Marketing Strategies for Digital. Available at: https://go-gl.com/iCyUOl.
Dmitrik, E. (2015). Ezhenedelnik Apteka, 18 (989). Available at: https://www.apteka.ua/article/331291.
One-To-One Marketing And Personalized Communication (2018). (Pt. 1). Available at: https://go-gl.com/PcYnsVk.
Promoting medical products in Europe and North America (2007). London: Baker & McKenzie, 641.
McClure, М. (2018). How to Create the Best One-to-One Marketing Strategies for Your Company. Available at: https://go-gl.com/JoAaC5w.
Pharmacy chains: a course for consolidation. (2013). Novaia apteka, 5, 41–44.
Burnett, J., Moriarty, S. (2001). Marketing communications: an integrated campaign. St. Petersburg: Piter, 864.
Dorothy Doty, I. (1996). Publicity and public relations. Moscow: Filin, 288.
Dushkina, M. R. PR and promotion in marketing: communication and impact, technology and psychology. St. Petersburg: Piter, 560.
Joint project of the World Health Organization and the International Program of Action for Health. (2018). How to recognize drug promotion and how to deal with it. Available at: https://go-gl.com/KmaUr8IS.
Lambin, J.-J. (2004). Market oriented management. Strategic and operational marketing. St. Petersburg: Piter, 800.
Paukov, S. V. (2005). Marketing of pharmaceutical products. Moscow: Literature, 255.
Reguliatornye organy Velikobritanii predlagaiut ispolzovat smartfony i sotcialnye seti dlia polucheniia informatsii o bezopasnosti preparatov. (2014). Ezhenedelnik Apteka. Available at: http://www.apteka.ua/article/307890.
Yudanov, A. Yu., Volskaia, E. A., Ishmukhametov, A. A., Denisova, M. N. (2008). Pharmaceutical marketing. Moscow: R-Vrach, 602.
Promoting Medical Products Globally. Handbook of Pharma and MedTech Compliance: Sweden. (2018). London: Baker & McKenzie. Available at: https://go-gl.com/P2EHAAOT6I.
Olkhovska, A. B. (2016). Proceeding from Priorytety rozvytku natsionalnoi ekonomiky v konteksti yevrointehratsiinykh ta hlobalnykh vyklykiv: materialy VIII Mizhnar. nauk.-prakt. konf. (20-21 kvit. 2016 r.) (Ch. 3.). (pp. 207–209). Kharkiv: KhNUBA.
Olkhovska, A. B. (2016). Innovative potential of socio-economic systems: the challenges of the global world: proceedings of the International scientific-practical conference (June 30, 2016) (Part II). (pp. 56–59). Lisbon.
Olkhovska, A. B., Malyі, V. V. (2016). Systematization of innovative tools of marketing communications in the promotion of medicines: science. Kharkiv: NUPh, 32.
Olkhovska, A. B., Malyі, V. V. (2018). Pharmaceutical Journal (Uzbekistan), 3, 27–34.
Olkhovska, A. B. (2019). Theoretical and scientific-applied principles of improving marketing communications in the system of promotion of drugs in Ukraine. Doctor’s thesis. Kharkiv, 44.
Copyright (c) 2022 National University of Pharmacy
This work is licensed under a Creative Commons Attribution 4.0 International License.Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).