ssmuБюллетень сибирской медициныBulletin of Siberian Medicine1682-03631819-3684Siberian State Medical University, the Ministry of Healthcare of the Russian Federation10.20538/1682-0363-2016-1-60-68ssmu-488Research ArticleОБЗОРЫ И ЛЕКЦИИREVIEW AND LECTURESАНАЛИЗ НАУЧНЫХ ИССЛЕДОВАНИЙ ПО ПРОДВИЖЕНИЮ ФАРМАЦЕВТИЧЕСКОЙ ПРОДУКЦИИ В ЗАРУБЕЖНЫХ СТРАНАХ: ПРАКТИЧЕСКИЕ РЕКОМЕНДАЦИИ ДЛЯ ФАРМАЦЕВТИЧЕСКИХ КОМПАНИЙANALYSIS OF SCIENTIFIC RESEARCHES IN PHARMACEUTICAL PROMOTION GLOBALLY: TOWARDS INTERNATIONALLY DEVELOPING PRACTICALLY-ORIENTED GUIDELINES FOR PHARMACEUTICAL COMPANIESБахлолМ. М.BahlolM. M.

соискатель кафедры управления и экономики фармации медицинского факультета Российского университета дружбы народов

PhD, People’s Friendship University of Russia, Moscow, RussianFederation.

Ph_hossni@yahoo.comЛагуткинаТ. П.LagutkinaT. P.

д-р фарм. наук, профессор кафедры управления и экономики фармации медицинского факультета Российского университета дружбы народов

doctor of pharmaceutical scinces, professor of the Department of management and economics of pharmacy, people’s Friendship University of Russia, Moscow, Russian Federation

Российский университет дружбы народов, г. Москва 117198, ул. Миклухо-Маклая, д. 21, корпус 1РоссияPeople’s Friendship University of Russia, 117198, Moscow, St. Mikluho-Maklaja, h. 21Russian Federation2016240320161516068Copyright © Бахлол М.М., Лагуткина Т.П., 20162016Бахлол М.М., Лагуткина Т.П.Bahlol M.M., Lagutkina T.P.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://bulletin.ssmu.ru/jour/article/view/488Цель

Цель. Фармацевтическая промышленность является важной отраслью для всех стран в мире. Многие фармацевтические компании осуществляют свою деятельность на международной арене. Разнообразные исследования в других странах подтвердили важность стимулирования сбыта в фармацевтической отрасли. Таким образом, стимулирование сбыта и его последствия – это очень важный вопрос, который необходимо глобально изучить в рамках теории и практики. Мы построили данное исследование исходя из его научной и практической ценности.

Методология исследования

Методология исследования. Мы изучили исследования, посвященные стимулированию сбыта в фармацевтической промышленности, из 25 разных стран мира, например, США, Канады, Италии, Франции, России, Индии, Египта и Сирии, где мы применяли наши знания трех наиболее распространенных в мире языков – английского, русского и арабского. На данных языках существует большое количество разнообразных научных работ, их знание дает возможность глубокого понимания и анализа данных. В некоторых исследованиях изучалось влияние продвижения на фармацевтический рынок, а в ряде работ – зависимость этого влияния от средств рекламы или характеристик лекарственного средства.

Новизна исследования

Новизна исследования. Мы исследовали эмпирические данные по стимулированию сбыта товаров в фармацевтической промышленности, которые могут быть направлены как потребителю, так и работникам в сфере здравоохранения.

Результаты исследования

Результаты исследования. Мы выделили, собрали и соотнесли информацию по продвижению фармацевтической продукции в мировом масштабе, что натолкнуло нас на некоторые выводы и практические результаты относительно средств продвижения в определенных ситуациях, имеющих отношение к основным направлениям; их эффекты по улучшению здоровья и благосостояния, а также побочные эффекты.

Практическая значимость

Практическая значимость. В результате мы разработали практико-ориентированные рекомендации для компаний касательно всемирного продвижения фармацевтической продукции, которые вы можете найти в конце данной статьи.

Purpose

Purpose. Pharmaceutical industry is transnational and globally important. Many pharmaceutical companies operate their business in multinational and international forms in different countries. Diverse researches from different countries indicated and confirmed marketing promotion importance in pharmaceutical field. Therefore, marketing promotion and its effects are a very important issue that should be globally investigated in real life and evidence context. We oriented our research according to these scientific and practical values.

Methodology

Methodology. We reviewed pharmaceutical marketing promotion researches from more than 25 different countries, e.g., USA, Canada, Italy, France, Russia, India, Egypt and Syria where we employed our knowledge of three widely spread languages, i.e., English, Russian and Arabic. Such language variation supports us with large and variable amount of scientific knowledge, deep understanding and ability of analysis. Some studies investigated average response to pharmaceutical marketing promotion and few studies took into consideration heterogeneity in their effects with respect to advertising medium or drug characteristics.

Originality

Originality. We investigated empirical evidences of pharmaceutical marketing promotion that can be directed to either consumer or healthcare professionals.

Findings

Findings. We extracted, gathered and associated information of pharmaceutical promotion globally which oriented us to several evidence and practical facts with regard to employing promotion tools in different definite situations pertinent to main directions; their welfare and health enhancing effects and adverse effects. Practical Implications- Consequently, we developed practically-oriented guidelines for companies concerning pharmaceutical promotion globally ate the end of this paper.

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The authors declare that there are no conflicts of interest present.