The substantiation of approaches to the price determination for carvedilol based on the socially oriented marketing policy of the enterprise

Authors

DOI:

https://doi.org/10.24959/sphhcj.19.147

Keywords:

medicines, retail price, producer price, cash flows, sales volumes, profitability, socially oriented approach, product project, innovation process, marketing commodity policy, pharmaceutical market

Abstract

Aim. To substantiate theoretically and study the influence of marketing and economic factors on formation of the price of a drug based on the socially oriented approach on the example of a nonselective β-blocker with the vasodilator effect of cardevylol.
Materials and methods. As materials scientific publications, own research and results of monitoring of the retail market of medicines in the Pharmstandard company were used; as methods the following ones were applied: generalization, systematization of theoretical and practical material, marketing analysis, comparative and economic methods.
Results. The analysis and generalization of materials for the methodological substantiation of approaches to the use of marketing and economic components of the socially oriented marketing commodity policy in determining the cost of the development and formation of market prices for a medicinal product (drug) have been conducted. On the example of carvedilol tablets, 0.015 g, the practical development of cash flow models has been made taking into account the changes in manufacturing prices, market prices and sales volumes. The influence of prices, profitability and sales volumes on the terms of return of discounted investments in the development of a new drug has been determined.
Conclusions. The possibility and necessity of using marketing and economical indicators of a product project in developing a new drug when forming the market prices and the manufacturing prices for a new drug based on the socially oriented marketing policy of the manufacturer have been substantiated.

Author Biographies

Yu. V. Baygush, Ivano-Frankivsk National Medical University

teaching assistant of the Department of Organization and Economy of Pharmacy and Technology of Drugs

D. V. Semeniv, Ivano-Frankivsk National Medical University

Doctor of Pharmacy (Dr. habil.), professor, head of the Department of Organization and Economy of Pharmacy and Technology of Drugs

M. M. Slobodyanyuk, National University of Pharmacy

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

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Published

2019-06-11

Issue

Section

Social marketing and pharmacoeconomic research