A scientific and theoretical approach to the development of the process model for managing personified marketing communications in pharmacy

Authors

DOI:

https://doi.org/10.24959/sphhcj.22.234

Keywords:

Рersonified marketing communications; process model; promotion; drugs; pharmaceutical market subjects.

Abstract

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.

Author Biographies

A. B. Olkhovska, National University of Pharmacy of the Ministry of Health of Ukraine

Doctor of Pharmacy (Dr. habil.), associate professor of the Department of Pharmaceutical Management and Marketing, National University of Pharmacy

V. V. Malyi, National University of Pharmacy of the Ministry of Health of Ukraine

Doctor of Pharmacy (Dr. habil.), professor, head of the Department of Pharmaceutical Management and Marketing, National University of Pharmacy

А. G. Lisna , National University of Pharmacy of the Ministry of Health of Ukraine

Candidate of Pharmacy (Ph.D.), associate professor of the Department of Management, Economy and Quality Assurance in Pharmacy, National University of Pharmacy

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Published

2022-05-26

Issue

Section

Organizational and socio-economic bases of pharmaceutical activities