АНАЛИЗ НАУЧНЫХ ИССЛЕДОВАНИЙ ПО ПРОДВИЖЕНИЮ ФАРМАЦЕВТИЧЕСКОЙ ПРОДУКЦИИ В ЗАРУБЕЖНЫХ СТРАНАХ: ПРАКТИЧЕСКИЕ РЕКОМЕНДАЦИИ ДЛЯ ФАРМАЦЕВТИЧЕСКИХ КОМПАНИЙ

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

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