Marvec M. Scientific and practical approaches to the formation of the hepatotropic drugs market potential

In the dissertation, on the basis of marketing, economical and statistical research the scientific approach to forming the market potential of hepatotropic drugs has been substantiated and worked out for the first time. This approach balances the interests of pharmaceutical manufacturers and consumers and involves the coordination of commodity and innovation and communicative activity of the pharmaceutical enterprise through the use of modern marketing tools. Scientific and methodological approaches to the effective use of marketing tools for the formation of market potential of hepatotropic drugs have been improved. The methodical approach to assessing the effectiveness of drug promotion according to experts' conclusions has been proposed. To analyze strategies for positioning hepatoprotectors, the method of content analysis of information messages in specialized pharmaceutical periodicals has been improved and worked out. On the basis of conducted research, the algorithm of formation and strengthening the market potential of hepatotropic drug has been proposed and worked out. This algorithm should be recommended as an effective system for supporting reasonable marketing decisions for domestic pharmaceutical companies.