Substantiation of the approach to determine the potential capacity of the market of medicines with the specific action (on the example of the group of the antianemic drugs)
DOI:
https://doi.org/10.24959/sphhcj.19.156Keywords:
pharmaceutical market, potential capacity, antianemic drugs, demand, consumptionAbstract
Aim. To develop the approach to the determination of the potential capacity of the market of medicines with the specific action on the example of the group of antianemic drugs.
Materials and methods. Scientific publications, reports of the State Statistics Service of Ukraine and the Center for Medical Statistics of the Ministry of Health of Ukraine, electronic databases of medical and statistical information and the own research, as well as methods of pharmacoeconomic and marketing analysis were used as materials.
Results. A methodological approach has been tested to determine the potential capacity of the market based on the segmentation of potential consumers and the characteristics of the use of medicines. The potential
consumer segmentation on an example of antianemic drugs by etiological criteria has been carried out, and the size of the segments formed has been determined. The market potential capacity value in natural terms has been calculated. The conversion of the indicators obtained into the consumption units “DDDs /1000 inhabitants of Ukraine / day” has been performed.
Conclusions. It has been determined that the natural sale volume of the drugs studied is considerably smaller than their market potential capacity. It demonstrates the attractiveness and prospects of development of this market due to the uncovered part of consumers who need treatment or prevention, but do not receive them at the moment for various reasons, and inclusion of groups of drugs in government programs of reimbursement when developing the appropriate marketing strategies by pharmaceutical companies.
References
Mnushko, Z. N., Pestun, I. V. (2008). Teoriia i praktika marketynhovykh issledovanii v farmatsii. Kharkiv, 308.
Mnushko, Z. N., Valdovskyi A. O. (2013). Zaporozh. Med. Zhurn. − Zaporozhye Medical Journal, 4, 21-24.
Valdovskyi, A. O., Mnushko, Z. N. (2013). Proceeding from Management and marketing in the modern economy, science, education, practice’13: Mezhdunarodnaia nauchno-prakticheskaia konferentsiia (28-29 bereznya 2013 hoda). (pp. 245-247). Kharkiv: Vyd-vo NPhaU.
Hromovyk, B. P., Hasiuk H. D., Levytska O. R. (2008). Menedzhment i marketynh u farmatsii. Kyiv: Medytsyna, 750.
Yakovleva, L. V., Bezdetko, N. V., Herasymova, O. A. (2017). Farmakoekonomika. (2nd ed.). Vinnytsia: NOVA KNYHA, 208.
Ptushkyn, V. V. (2013). Klinicheskaia onkogematologiia, 1. Available at: https://bloodjournal.ru/anemii-i-defitsit-zheleza-u-onkologicheskih-bolnyh/
Tingting Q., Mulong Du., Haina Du., Yongqian Shu., Meilin Wang., Lingjun Zhu. (2015). Folic acid supplements and colorectal cancer risk: meta-analysis of randomized controlled trials. Sci Rep., 5. doi:10.1038/srep12044
Ludwig, H., et al. (2013). Prevalence of iron deficiency across differenttumors and its association with poor performance status, disease status and anemia. Annals of oncology, 24 (7), 1886-1892. doi: 10.1093/annonc/mdt118
Tsentr medychnoi statystyky MOZ Ukrainy. Available at: https://medstat.gov.ua/ukr/main.html
Baza medyko-statystychnoi informatsii “Zdorovia dlia vsikh”. Available at: https://medstat.gov.ua/ukr/normdoc/vooz.html
Global anaemia prevalence and number of individuals affected. Available at: https://www.who.int/vmnis/database/anaemia/anaemia_data_status_t2/en/
Zalizodefitsytna anemiya: adaptovana klinichna nastanova, zasnovana na dokazakh. Available at:
http://mtd.dec.gov.ua/images/dodatki/2015_709_ZDA/2015_709_AKN_ZDA.pdf
Demohrafichna sytuatsiia v Ukraini. Ofitsiinyi sait derzhavnoyi sluzhby statystyky Ukrainy. Available at: https://ukrstat.gov.ua/
Busti, F., Marchi, G., Ugolini, S., Castagna, A., Girelli, D. (2018). Anemia and Iron Deficiency in Cancer
Patients: Role of Iron Replacement Therapy. Pharmaceuticals (Basel), 11 (4), 94. doi: 10.3390/ph11040094
Baza standartiv medychnoi dopomohy (stanom na 30.09.2018). Available at: http://www.moz.gov.ua/ua/portal/ standards/
DP “Derzhavnyi ekspertnyi tsentr MOZ Ukrainy”. (2018). Derzhavnyi formuliar likarskykh zasobiv.
Kiev, 10, 1222.
WHO Collaboration Centre for Drug Statistic Metodology. Available at: https://www.whocc.no/atc_ddd_index
Downloads
Published
Issue
Section
License
Copyright (c) 2019 National University of Pharmacy
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
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).