The impact of the legal and regulatory framework on the marketing activity of wholesale and retail pharmaceutical organizations

Authors

DOI:

https://doi.org/10.24959/sphhcj.20.191

Keywords:

legislative and regulatory framework, medicines, pharmaceutical wholesale and retail organizations, pharmacies, elements of the marketing mix, pharmaceutical marketing

Abstract

Aim. To systematize and characterize the impact of legislative and regulatory acts on the main elements of the marketing mix in the activities of wholesale and retail pharmaceutical organizations.

Materials and methods. Data of scientific literature, legislative acts, resolutions of the Cabinet of Ministers of Ukraine (CMU), orders of the Ministry of Health of Ukraine (MOH), statistical reporting data, information sources of the Internet were used. Structural-logical, system-analytical methods, content analysis, generalization, comparison, grouping, formalization of reasoning were applied.

Results. The results of the study made it possible to trace the relationship between the legislative and regulatory framework with pharmaceutical marketing differentiated into its main elements. The topical issues for regulation of the pharmaceutical sector are discussed.

Conclusions. The impact of each parameter of the legislative and regulatory framework on the features and restrictions of marketing activities of wholesale pharmaceutical companies and pharmacies has been shown. Relevant and expected changes in legal regulation that will have a significant impact on the marketing activities of business entities have been identified.

Author Biographies

I. V. Pestun, National University of Pharmacy

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

Z. M. Mnushko, Kharkiv Medical Academy of Postgraduate Education

Doctor of Pharmacy (Dr. habil.), professor of the Department of Management and Economics in Family Medicine

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Published

2020-09-09

Issue

Section

Social marketing and pharmacoeconomic research