METHODOLOGICAL APPROACHES TO THE MARKETING OF MEDICAL AND COSMETIC PRODUCTS

Authors

  • O. V. Posilkina National University of Pharmacy
  • V. G. Kotlyarova National University of Pharmacy
  • O. V. Chechotka National University of Pharmacy

DOI:

https://doi.org/10.11603/2312-0967.2017.4.8338

Keywords:

medical cosmetics, positioning, consumer segments.

Abstract

The aim of work: development of methodical recommendations on the medical and cosmetic products (MCP) marketing with due regard to the particularities of different segments of consumers.

Materials and Methods. Method of control survey, the method of expert survey and the scale of R. Likert.

Results and Discussion. The conducted research has shown that all MCP consumers may be divided into two main categories: potential consumers and permanent customers. Pharmaceutical companies have to promote the MCP with due regard to the peculiarities of their perception by each of the consumer segments in order to increase the efficiency of the MCP promotion. For these segments, MCP positioning algorithms have been developed, aimed at identifying the benefits that consumers will receive from their use.

Conclusions. Implementation of the proposed approaches to the MCP marketing is aimed at raising the awareness of different groups of consumers regarding the advantages of different MCP and formation of sustainable consumer preferences based on an understanding of the received benefits (effect) that will increase the effectiveness of the MCP promotion.

Author Biographies

O. V. Posilkina, National University of Pharmacy

Doctor of Pharmaceutical Sciences, Professor department of management and economy of enterprise National University of Pharmacy

V. G. Kotlyarova, National University of Pharmacy

Candidate of Economic Sciences, Associate Professor; department of management and economy of enterprise

O. V. Chechotka, National University of Pharmacy

Post-Graduate Student department of management and economy of enterprise

References

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Published

2017-12-29

How to Cite

Posilkina, O. V., Kotlyarova, V. G., & Chechotka, O. V. (2017). METHODOLOGICAL APPROACHES TO THE MARKETING OF MEDICAL AND COSMETIC PRODUCTS. Pharmaceutical Review Farmacevtičnij časopis, (4), 69–74. https://doi.org/10.11603/2312-0967.2017.4.8338

Issue

No. 4 (2017)

Section

Pharmaceutical management, marketing and logistics

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