Marketing research of pharmaceutical market: theory and practice
In this article the theoretical and practical aspects of market investigation were presented which includes frequency analysis of: international nonproprietary names, generics, country-manufacturers in the pharmaceutical market, study of recommended doses of the drugs (DDD), determine the social and economic accessibility of the drugs, the study of the stability of sales and fluctuations in consumption of the drugs by XYZ-analysis. Results of the study of oral hypoglycohaemic drugs (OHD) are represented as practical applications of marketing analysis. It has been found that sulfonylureas and biguanides dominated in the pharmaceutical market, 61% of the drugs were of foreign manufacturers, increase of the drug prices were observed in the study period, sulfonylureas were the cheapest drugs, dipeptidyl peptidase-4 inhibitors were the most expensive. Conducted analysis has determined a social and economic accessibility of OHD. XYZ-analysis established products that have the highest and the strong commitment of doctors: Glucophage, Dianorm-M, Victoza, Diaformin® Pharmak, Siofor, Glucovance, Amaryl, Maninil, Glibomet, Ongliza, Glurenorm, Diabeton MR, Metfogamma, Pioz, Glikomet, Yanumet, Januvia, Diaglizid MR, Diapirid, Amapirid, Dianormet, Dibizid M, Duotrol, Metformin Sandoz, Oltar, Triprayd; drugs that have certain tendencies attachments involves Glibenclamide Pharmak, Diaglizid, Pioglar, Glutason, Glimepiride-Lugal, Diabrex; drugs that have certain tendencies and preferences drugs, demand and sales are not exposed forecast - only Glirid.