Conducting a marketing research of a medicinal product

Conducting a marketing research of a medicinal product

Poster

Lora Petrova, Emil Hristov, Kalina Andreevska, Sava Ognyanov
 Faculty of Chemistry and Pharmacy, Sofia University "Saint Kliment Ohridski", Bulgaria

Introduction: The main purpose of marketing is to determine the needs of the target market and adapt their organization so that it achieves the desired more efficiently than competitors and creates profit. Aim: To present the main principles of conducting a marketing research of a medicinal product. Materials and methods: We performed documentary and content analysis. Results and Discussion: Marketing research is the systematic collection, recording and analysis of data related to the marketing of products. It represents a system of activities that are carried out in order to establish the impact of market factors on the realization of a given product. Marketing of medicinal products is based on theoretical marketing concepts and knowledge of diseases and their therapeutic treatment. Pharmaceutical marketing is directed from the disease, through the manufacturer to the patient. The patient stands at the top of the marketing pyramid. Products in pharmaceutical marketing are medicinal products in various dosage forms and medical devices, the use of which depends not only on the patient's disease, but also on the doctor's qualification. Participants in the marketing process in the pharmaceutical sector are patients, doctors, pharmacists, health funds. Conclusion: Marketing research provides important information about the needs of the given product, consumers, competitors; studies the opinion of users about the product and provides information about the level of competition. Marketing research helps a company to discover the effect of price, packaging and product name on sales, as well as to evaluate the effectiveness of advertising and distribution channels.
Keywords: marketing, research, medicinal product, pharmaceutical marketing