Substantiation of the methodological approach to the determination of the power of market positions of drugs on the example of anti-ulcer drugs

Authors

DOI:

https://doi.org/10.24959/sphhcj.20.200

Keywords:

pharmaceutical market, power of market positions of drugs, brands, trade marks, Rabeprazole, consumer advantages, consumption, drugs

Abstract

Aim. To substantiate the methodological approach and study the methodology in determining market positions of trade marks of Rabeprazole anti-ulcer drugs.

Materials and methods. Scientific publications, reports of the State Statistics Committee of Ukraine and the Centre of Medical Statistics of the Ministry of Healthcare of Ukraine, the online database of medical statistical information “Health for everyone”, the own research, as well as methods of content and marketing analysis were used as materials.

Results. The expediency and necessity of the profound research of the impact of consumer and market trade marks of drugs on the market status of a medicine have been substantiated. To evaluate the relavant location of drug trade marks based on Rebaprazole anti-ulcer drugs, seven indicators have been identified: consumer (the level of awareness, the level of loyalty, the level of recommendations, the level of associations or identification with the pharmacological group and a manufacturer) and market (the level of consumption, availability in pharmacies, the market share). The methodology of assessing the power of market positions of trade marks for Rabeprazole drugs by the quantitative determination of single and overall indicators has been studied. Using the marketing map the indicators of each drug in the conventional market area have been placed, and the frames of transition of a trade mark in the “brand” category have been determined. A scale of compatibility of market positions of trade marks for Rabeprazole drugs with five characteristics of trade marks and brands has been developed. The methodological approach has been proposed, and a graphic scheme for the evaluation of the power of market positions of Rabeprazole drugs has been developed.

Conclusions. The consumer and market indicators of the power of market positions of drugs on the basis of Rabeprazole have been characterized. Based on the survey the single and overall indicators of ten trade marks of Rabeprazole drugs have been assessed, and their levels have been determined. The scale of market positions has been developed, and the status of trade marks and brands has been evaluated by five levels: from the absolute absence of the market position of a trade mark to a very strong trade mark or from a very weak to a very strong brand. The levels of trade marks for Rabeprazole drugs have been assessed using the scale of values. Using the marketing map the trade marks of ten Rabeprazole drugs have been placed in the market competitive environment. The methodological approach has been substantiated, and a graphic scheme for the evaluation of the power of market positions of Rabeprazole drugs has been developed.

Author Biographies

O. S. Samborskyi, Ivano-Frankivsk National Medical University

Candidate of Pharmacy (Ph. D.), associate professor of the Department of Organization and Economy of Pharmacy and Drug Technology

M. M. Slobodyanyuk, National University of Pharmacy of the Ministry of Health of Ukraine

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

O. M. Ievtushenko, National University of Pharmacy of the Ministry of Health of Ukraine

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

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Published

2020-12-09

Issue

Section

Social marketing and pharmacoeconomic research