Sai D. Marketing strategies of the enterprises on the pharmaceutical market

Strategies of the enterprises of pharmaceutical business are considered in the dissertation and the author's understanding of the essence of a processes of elaboration and implementation of marketing strategies is presented. It is proved, that strategies of pharmaceutical enterprises should provide multi-aspects, consequence and they have to be exposed in a logic highlighting of three segments (doctors, pharmacists, consumers) for two groups of goods (ethical and OTC pharmaceutical products). Constructive components of processes of formation of marketing strategies are segmentation, targeting, positioning in frameworks of desiderates of social pharmaceutical business. It is recognized, that the most essential factors of success of the pharmaceutical enterprise and its goods on the market are: manufacturing and sale of products which reply the European standards, high quality, and efficiency which is proved by long-term medical trials; highly skilled medical representatives; use of optimal methods of promotion of the goods. The analysis is carried out and it is proved, that strategic planning of marketing communication has special value for pharmaceutical marketing because specific to the pharmaceutical market channels of communications are used for promotion of medicinal products. Introduction of trade-marketing for implementation of marketing strategies in modern conditions of increasing competition from the side of local and foreign enterprises is offered, and the system of functions' and budget building of this structural division is offered. The suggestion of formation and realisation of marketing strategies on the pharmaceutical market will encourage increase of competitiveness and perfection of the processes of implementation of socially-ethical marketing of the pharmaceutical enterprises.