Olkhovska A. Theoretical and scientific-applied fundamentals of improving marketing communications in the system of medicine products promotion in Ukraine

The dissertation is devoted to the development and justification of theoretical, methodological, scientific and applied conceptual foundations for improving marketing communications (MC) on socially-oriented principles in the system of promoting medicine products (MP), adapting them to EU requirements in the context of the development of globalization and integration processes, innovative information trends in society, which will contribute to improving the quality of medicinal and pharmaceutical care, effectively ensuring accessibility rational use of medicine products for the population of Ukraine. For the first time a level model for regulating advertising of MPs in Ukraine has been developed; using the international methodology, the attitude of healthcare professionals to the content component of the MRs informational work in the promotion of MPs has been determined and methodology for assessing the effectiveness of MRs using the indicator of doctors' loyalty was developed; the scientific and practical foundations of introducing HR-branding in pharmacy; innovative tools of MC and digital technologies were systematized, their practical importance in the system of promoting MPs and pharmaceutical brands was substantiated; developed a process model for promoting MPs on social media; a methodology for optimizing the structure of personified MC in MPs promotion was developed, proposed and tested to ensure maximum coverage of a potentially target audience in a limited budget based on economic and mathematical modeling; a mathematical model for analyzing and assessing risks in the marketing and communication activities of PEs was developed; a roadmap model has been developed for promoting a new MP on the pharmaceutical market etc. Improved category apparatus for promotion and MC in pharmacy, taking into account current trends in the development of pharmaceutical marketing; the category of «integrated marketing communications in pharmacy», «opinion-leaders in pharmacy»; applied provisions for the adaptation of modern individual platforms of CRM-systems in the practical work of MRs aimed at ensuring the effectiveness of their professional activities as the main representatives of personified integration of pharmacy and business; methodological foundations for the formation of effective partnerships in building business partnerships between PMEs whose activities are aimed at promoting MPs; applied provisions and recommendations in the areas of marketing the communicative activity of the PME in the context of the concept of social and ethical promotion of MPs. Received further development processing the methodological foundations of marketing research in the practical marketing and communication activities of the PME; study of the problems of the influence of MP TV advertising on self-medication of consumers and identification of reasons that motivate them to use such approaches; development and justification of a theoretical and methodological approach to the application of the GAP analysis method as a tool for strategic analysis of market gaps in the system of promoting MPs to consumers in the Ukrainian market; substantiation of the need and practical importance of strategic PR-management in the modern marketing and communication activities of the PME; grouping of modern technologies and tools of PR-marketing communications and justification of their application features in the promotion of MPs; systematization of risky formed external and internal factors in the marketing and communicative activities of PE in the promotion of a new MP; methodological approaches to determining the optimal advertising budget for PE using economic and mathematical modeling. The socio-economic significance of the results of the dissertation research lies in the fact that the proposed proposals, recommendations, scientific and methodological developments, in particular scientific and methodological recommendations adopted by the Pharmacia Health Ministry and the National Academy of Medical Sciences of Ukraine, agreed upon by the Ministry of Health of Ukraine, as well as program and methodological materials introduced into the practical activities of state and other management structures at the national and regional levels, in the work of the pharmaceutical market and the educational process of a number of pharmacies and medical HEIs.