DOI: https://doi.org/10.32515/2663-1636.2020.5(38).190-196
Marketing of Medication in the Context of State Regulation of the Pharmaceutical Market
About the Authors
Nataliia Kuzmynchuk, Professor, Doctor in Economics (Doctor of Economic Sciences), Professor of Department of the Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine, http://orcid.org/0000-0002-9844-3429, e-mail: nkuzminchuk@ukr.net
Tetiana Kutsenko, Associate Professor, PhD in Economics (Candidate of Economic Sciences), V.N. Karazin Kharkiv National University, Kharkiv, Ukraine, ORCID: http://orcid.org/0000-0001-7800-2987, e-mail: chkutsenko@gmail.com
Viktor Koval, Professor, Doctor in Economics (Doctor of Economic Sciences), Professor of the Department of Economics, Accounting and Management, Odessa Institute of Trade and Economics of Kyiv National University of Trade and Economics, Odessa, Ukraine, ORCID: http://orcid.org/0000-0003-2562-4373, e-mail: victor-koval@ukr.net
Victoria Bondar, PhD in Economics (Candidate of Economic Sciences), Senior Lecturer at the Department of Management and Logistics, Odessa National Academy of Food Industry, Odessa, Ukraine, ORCID: https://orcid.org/0000-0002-0419-6579, e-mail: bondarv1801@gmail.com
Abstract
The study is aimed at determining the characteristics of the activities of representatives of the pharmaceutical industry in the context of compliance with the requirements of international standards in order to provide the population with high-quality, affordable and effective drugs in the context of the COVID-19 coronavirus pandemic. It is substantiated that the marketing activities of pharmaceutical companies and pharmacy chains should comply with the principles of socially responsible marketing and be subject to state regulation in terms of protecting and ensuring public health. The use of individual tools of the marketing complex is not able to solve the problem of reforming relations in the system of providing pharmaceutical care as a whole, since it is necessary to take into account the social orientation of the activities of pharmaceutical companies and the restrictions that exist in the system of informing consumers about the consumer properties of medicines. The theoretical foundations of state regulation of the pharmaceutical market in the direction of creating a legal basis for the functioning of the subjects of the pharmaceutical system by establishing legal and effective relationships between manufacturers, suppliers and consumers of medicines on the principles of implementing socially responsible marketing, compliance with legislative and ethical norms in terms of ensuring the health of citizens of Ukraine have been developed. The social orientation of the activities of representatives of the pharmaceutical sector is focused on providing the population with affordable and effective medicines by improving the pricing system for medicines, producing safe medicines, providing complete and reliable information about the consumer properties of medicines.
With the help of generalization and system analysis methods, theoretical and methodological recommendations have been formed for improving the directions of state regulation of the pharmaceutical market in terms of adhering to the principles of socially responsible marketing, the implementation of which will allow government bodies to develop an effective mechanism for state regulation of the pharmaceutical market.
Keywords
marketing, government regulation, pharmaceutical market, socially responsible marketing, management
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References
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Пристатейна бібліографія
- Економічний енциклопедичний словник: У 2 т. Т. 2. За ред. С. В. Мочерного. Львів, 2006. 568 с.
- Корчак М. Медицинский брендинг и маркетинг медицинских услуг в Украине URL: http://www.medmarketing.ua/blog/medbrending-marketing-meduslug_19 (дата звернення: 10.10.2020)
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- Маркетингові стратегії формування попиту на товари та послуги на ринках України. За ред. проф. Р. В. Федоровича. Тернопіль, 2013. 355 с.
- Належна аптечна практика: Стандарти якості аптечних послуг (Спільна настанова МФФ/ВООЗ з НАП) URL: https://zakon.rada.gov.ua/laws/show/897_009#Text (дата звернення: 07.10.2020)
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- Про затвердження Державної стратегії реалізації державної політики забезпечення населення лікарськими засобами на період до 2025 року URL: https://zakon.rada.gov.ua/laws/show/1022-2018-%D0%BF#Text (дата звернення: 07.10.2020)
- Словник іншомовних слів. За ред. акад. АН УРСР О. С. Мельничука. К., 1985. 968 с.
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- Столяров С. А. Ринок медичних послуг: Деякі його характеристики, проблеми та аспекти управління. Барнаул, 2005. 269 c.
- Чехун І. А. Надання платних медичних послуг: цивільно-правові аспекти. Часопис Київського університету права. 2010. № 2. С. 213–216
- Швайка Л. А. Державне регулювання економіки: Підручник. К., 2008. 462 с.
- Booms B., Bitner M. J. Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services URL: http://www.toolshero.com/marketing/service-marketing-mix-7ps/ (дата звернення: 05.10.2020)
- Mikhno, I., Koval, V., & Ternavskyi, A. Strategic management of healthcare institution development of the national medical services market. Access Journal. 2020. №1(2). С. 157-170.
Copyright (c) 2020 Nataliia Kuzmynchuk, Tetiana Kutsenko, Viktor Koval, Victoria Bondar
Marketing of Medication in the Context of State Regulation of the Pharmaceutical Market
About the Authors
Nataliia Kuzmynchuk, Professor, Doctor in Economics (Doctor of Economic Sciences), Professor of Department of the Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine, http://orcid.org/0000-0002-9844-3429, e-mail: nkuzminchuk@ukr.net
Tetiana Kutsenko, Associate Professor, PhD in Economics (Candidate of Economic Sciences), V.N. Karazin Kharkiv National University, Kharkiv, Ukraine, ORCID: http://orcid.org/0000-0001-7800-2987, e-mail: chkutsenko@gmail.com
Viktor Koval, Professor, Doctor in Economics (Doctor of Economic Sciences), Professor of the Department of Economics, Accounting and Management, Odessa Institute of Trade and Economics of Kyiv National University of Trade and Economics, Odessa, Ukraine, ORCID: http://orcid.org/0000-0003-2562-4373, e-mail: victor-koval@ukr.net
Victoria Bondar, PhD in Economics (Candidate of Economic Sciences), Senior Lecturer at the Department of Management and Logistics, Odessa National Academy of Food Industry, Odessa, Ukraine, ORCID: https://orcid.org/0000-0002-0419-6579, e-mail: bondarv1801@gmail.com
Abstract
Keywords
Full Text:
PDFReferences
1. Mochernyi, S.V. (Eds.). (2006). Economic encyclopedic dictionary. Vol.2. Lviv.
2. Korchak, M. (n.d.). Medytsynskyi brendynh y marketynh medytsynskykh usluh v Ukrayne [Medical branding and marketing of medical services in Ukraine]. medmarketing.ua. Retrieved from http://www.medmarketing.ua/blog/medbrending-marketing-meduslug_19 [in Russian].
3. Kotler F., Keller, K.L., & Pavlenko, A.F. (2007). Marketynhovyi menedzhment [Marketing management]. Kyiv [in Ukrainian].
4. Fedorovych, R.V. (Eds.). (2013). Marketing strategies for the formation of demand for goods and services in the markets of Ukraine. Ternopil.
5. Nalezhna aptechna praktyka: Standarty yakosti aptechnykh posluh (Spilna nastanova MFF/VOOZ z NAP) [Good Pharmacy Practice: Pharmacy Quality Standards (Joint IFF / WHO Guideline with NRA)]. zakon.rada.gov.ua. Retrieved from https://zakon.rada.gov.ua/laws/show/897_009#Text [in Ukrainian].
6. Ozhegov, S.I. (2009). Tolkovyiy slovar russkogo yazyika: Ok. 100000 slov, terminov i frazeologicheskih vyirazheniy [Explanatory dictionary of the Russian language: Ok. 100,000 words, terms and phraseological expressions]. Moscow [in Russian].
7. Pro zatverdzhennia Derzhavnoi stratehii realizatsii derzhavnoi polityky zabezpechennia naselennia likarskymy zasobamy na period do 2025 roku [On approval of the State strategy for the implementation of the state policy of providing the population with medicines for the period up to 2025]. zakon.rada.gov.ua. Retrieved from https://zakon.rada.gov.ua/laws/show/1022-2018-%D0%BF#Text [in Ukrainian].
8. Melnychuk, O.S. (Eds.). (2000). Dictionary of foreign words. Kyiv.
9. Modern dictionary of foreign words: 20000 words. (2000). Moscow.
10. Stoliarov, S.A. (2005). Rynok medychnykh posluh: Deiaki yoho kharakterystyky, problemy ta aspekty upravlinnia. [The market of medical services: Some of its characteristics, problems and aspects of management]. Barnaul [in Russian].
11. Chekhun, I.A. (2010). Nadannia platnykh medychnykh posluh: tsyvil'no-pravovi aspekty [Provision of paid medical services: civil law aspects]. Chasopys Kyivs'koho universytetu prava - Journal of Kyiv University of Law, 2, 213–216 [in Ukrainian].
12. Shvaika, L.A. (2008). Derzhavne rehuliuvannia ekonomiky: Pidruchnyk [State regulation of the economy: Textbook]. Kyiv [in Ukrainian].
13. Booms, B., & Bitner, M.J. (n.d.). Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services. toolshero.com. Retrieved from http://www.toolshero.com/marketing/service-marketing-mix-7ps/ [in English].
14. MedMarketing (n.d.). medmarketing.ua. Retrieved from http://www.medmarketing.ua/ [in Ukrainian].
15. Mikhno, I., Koval, V., & Ternavskyi, A. (2020). Strategic management of healthcare institution development of the national medical services market. Access Journal, 1(2), 157-170 [in English].
Пристатейна бібліографія
- Економічний енциклопедичний словник: У 2 т. Т. 2. За ред. С. В. Мочерного. Львів, 2006. 568 с.
- Корчак М. Медицинский брендинг и маркетинг медицинских услуг в Украине URL: http://www.medmarketing.ua/blog/medbrending-marketing-meduslug_19 (дата звернення: 10.10.2020)
- Маркетинговий менеджмент: Навч. посібн. Ф. Котлер, К. Л. Келлер, А. Ф. Павленко та ін. К. 2007. 290 с.
- Маркетингові стратегії формування попиту на товари та послуги на ринках України. За ред. проф. Р. В. Федоровича. Тернопіль, 2013. 355 с.
- Належна аптечна практика: Стандарти якості аптечних послуг (Спільна настанова МФФ/ВООЗ з НАП) URL: https://zakon.rada.gov.ua/laws/show/897_009#Text (дата звернення: 07.10.2020)
- Ожегов С. И. Толковый словарь русского языка: Ок. 100000 слов, терминов и фразеологических выражений. М., 2009. 736 с.
- Про затвердження Державної стратегії реалізації державної політики забезпечення населення лікарськими засобами на період до 2025 року URL: https://zakon.rada.gov.ua/laws/show/1022-2018-%D0%BF#Text (дата звернення: 07.10.2020)
- Словник іншомовних слів. За ред. акад. АН УРСР О. С. Мельничука. К., 1985. 968 с.
- Современный словарь иностранных слов: Ок. 20000 слов. М., 2000. 742 с.
- Столяров С. А. Ринок медичних послуг: Деякі його характеристики, проблеми та аспекти управління. Барнаул, 2005. 269 c.
- Чехун І. А. Надання платних медичних послуг: цивільно-правові аспекти. Часопис Київського університету права. 2010. № 2. С. 213–216
- Швайка Л. А. Державне регулювання економіки: Підручник. К., 2008. 462 с.
- Booms B., Bitner M. J. Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services URL: http://www.toolshero.com/marketing/service-marketing-mix-7ps/ (дата звернення: 05.10.2020)
- Mikhno, I., Koval, V., & Ternavskyi, A. Strategic management of healthcare institution development of the national medical services market. Access Journal. 2020. №1(2). С. 157-170.