Abstract:
Introduction: Pharmacy Marketing is a modern pharmaceutical management that is based on
the orientation of the patient as "customer orientation" marketing concept is considered the
foundation of modern marketing management. The value of service oriented marketing activities consist of information, ideas, advice and is intended to increase the value of the pharmaceutical
product, so chemists promote professional pharmacy service and not just release drugs. Competition
for patients is fierce and pharmacy service make the difference between a pharm acy and another
because drugs in pharmacies are essentially the same, but the services do not. Pharmaceutical
marketing strategic planning provides support for the assessment of the types of goods and
pharmacy service ofers by community pharmacy.
Purpose and objectives: The efficiency of developing a strategic plan for marketing
pharmacy patient-centered and development pharmacy service-oriented, and implementing this in
pharmacy practice.
Materials and methodes: Foundation of the marketing plan for a pacient care, SWOT
analyse, elaboration a service project.
Results: Close collaborative relationship between pharmacist and patient is the key to
creating and sustaining demand for pharmacy product and service on a long-term basis in
community pharmacies. Ability to expand a strategic marketing plan is an important component for
pharmacists who want to promote their services. Considered ethical marketing practices can
enhance the image of a pharmaceutical enterprise, strengthen consumer confidence, increase
satisfaction and determine consumers to benefit further from the services provided by community
pharmacy. By means of pharmaceutical services projects determine the skills and responsibilities of
pharmacists as health professionals. Refocusing of pharmacy practice gives premises for
implimentation of the concept of relationship pharmacy marketing, it refers to attracting,
maintaining and enhancing patient relationships to create mutual benefit for the pharmacist and
patient. Relationship marketing fits well with promotion pharmacy service, focuses on the
pharmacist-patient, rather than releasing drugs, because patients cannot physically see or touch
services, they must understand and experience them to derive benefits and appreciate their value.
Conclusion: Were proposed steps for pharmaceutical marketing strategic planning, which
would help pharmacists to influence decision making process in pharm aceutical activity and
determined the utility service projects in the delivery of pharmacy service.
