Rolul mărcilor comerciale în activitatea de marketing a farmaciei comunitare

Abstract

Introducere. Astăzi în literatura despre management și marketing, conceptele de „brand”, „branding”, „brand value” sunt folosite în raport cu sfera de circulație a medicamentelor. Relevanța subiectului „brand” se datorează faptului că creșterea gamei de medicamente de pe piață dictează nevoia companiilor farmaceutice de a utiliza strategii speciale de marketing. Una dintre strategiile eficiente de a crește cererea pentru un produs prin diferențierea acestuia de analogi este branding – procesul de creare a unui brand. Scopul lucrarii. Analiza particularităților poziționării mărcilor de medicamente pe piața farmaceutică autohtonă, din punctul de vedere al abordărilor utilizate în marketing pe baza: - proprietăților speciale ale produsului sau beneficiilor din utilizarea acestora; − „preț – calitate”; - circumstanțe specifice de utilizare a bunurilor; − grupa anatomo-terapeutico-chimică; − opoziția față de alte bunuri; - diferențierea după țara de origine. Material și metode. O căutare sistematică a literaturii efectuate pe National Library of Medicine, Medline, PubMed și Embase. S-a căutat în bazele de date Medline, PubMed și Science Direct, inclusiv în listele de referințe ale lucrărilor relevante din 1980 până în 2022, folosind

Introduction. Today, often in the literature of management and marketing, the concepts of “brand”, “branding”, “brand value” are used in relation to circulation of medicines. The relevance of the topic „brand” is mainly due to the fact that increase in the range of drugs on the market dictates the need for pharmaceutical companies to use special marketing strategies. One of the most effective strategies to increase the demand for a specific product by differentiating it from analogues products, is branding - the process of creating a brand. The scope of analysis. Analysis of drug brands positioning in the domestic pharmaceutical market from the standpoint of the basic approaches used in marketing, are based on: special properties of the product or benefits from the use of these properties; representations of „price - quality”; specific circumstances of the use of product; anatomical-therapeutic-chemical group; − position compared to other products; - differentiation by country of origin. Material and methods. A systematic literature search was conducted based on the National Library of Medicine, Medline, PubMed and Embase. Medline, PubMed and Science Direct databases were searched, including reference lists of relevant papers, from 1980 to 2022 using keywords. To analyze the State Nomenclature of medicines. Results. According to analysis, formed by the results of the research, the brand is a „promoted „ trademark that has gained wide popularity, and not every trademark is a brand. A trademark is an official market concept while the brand exists only in the minds of consumers. Over the past 7 years (from 2015 to 2022), the share of unbranded drugs in the domestic pharmaceutical market has decreased from 23 to 19% in monetary terms and from 57% to 46% in physical terms. Conclusions. Nowadays, the level of trust in public/community pharmacies is higher towards branded medicine with a patented trademark, exactly as it was decades ago, when branding was still just born. Further development of branding technology requires specialized sociological research, brand development forecast.