The marketing analysis of proton pump inhibitors market: focus on omeprazole and ezomeprazol




marketing analysis, proton pomp inhibitors, esomeprazole, omeprazole, minimal cost


Aim. To perform the marketing analysis of the omeprazole and esomeprazole market assessing their “minimal cost” (cost-minimization analysis).

Materials and methods. The marketing analysis of the pharmaceutical market of omeprazole and esomeprazole was performed. An average cost of a standard pack, tablet / capsule and DDD of 36 representatives of PPI drugs (20 representatives of omeprazole and 16 ones of esomeprazole) were analyzed. Materials for the analysis were data of the “Pharm Explorer” analytical system provided by “Proxima Research Ukraine”.

Results. The study of the consumption structure indicates the dominance of proton pump inhibitors (PPI) in the sector of drug support for acid-related diseases. In 2019-2020, twenty oral forms of omeprazole and 16 forms of esomeprazole were available in Ukraine. Among all PPIs, the highest growth rate in 1Q 2020 was shown by esomeprazole (56 %) compared to the same period in 2019. The pharmacoeconomic analysis indicates that Omeprazole, JSC Farmak (Ukraine) and Omeprazole, corporation Arterium (Ukraine) are the most reasonable in terms of “minimum cost” (cost-minimization analysis). Their cost is 1.9 times lower than the cost of the drug Omez, by Dr. Reddy`s (India). When analyzing the esomeprazole market (40 mg tablets, No. 14) it was found that esomeprazole Ezoneksa, JSC Farmak (Ukraine) and Pemozar, SUN (India) with 3.8 times lower cost than the original drug Nexium by Astra Zeneca (UK) were economically reasonable for the military personnel drug support.

Conclusions. The study indicates that esomeprazole shows the highest growth rate (GR) in 1Q 2020 – by 56 % compared to the same period of 2019, and to Esonexa – by 259 %. The pharmacoeconomic analysis of the “minimum cost” (cost-minimization analysis) indicates that the drug Ezonexa by Farmak JSC (Ukraine) is economically reasonable for the military personnel drug support among the drugs of esomeprazole, while Omeprazole, Farmak JSC (Ukraine) and Omeprazole, the Arterium corporation, are the best among the omeprazoles (Ukraine).

Author Biographies

O. P. Shmatenko, Ukrainian Military Medical Academy

Doctor of Pharmacy (Dr. habil.), professor, head of the Department of Military Pharmacy

V. V. Osodlo, Ukrainian Military Medical Academy

senior lecturer of the Military Pharmacy Department


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Social marketing and pharmacoeconomic research