THE ROLE OF INNOVATIVE MARKETING TOOLS IN THE DEVELOPMENT OF THE GLOBAL PHARMACEUTICAL MARKET
Abstract
The article examines current trends in the development of the global pharmaceutical market, identifies the main market players involved in the development, production and distribution of medicines and shaping innovation trends, influencing the availability of medicines and determining the directions of industry development. Pharmaceutical companies are implementing the latest marketing strategies to improve consumer engagement, more effectively promote products and increase brand trust. A study of key innovative marketing tools used by leading pharmaceutical players such as Pfizer, Roche, Novartis, AstraZeneca, Johnson & Johnson, GSK and others allowed us to form an appropriate toolkit and its provision. Research shows that pharmaceutical companies are actively using innovative marketing tools to increase brand trust, optimize communication and improve access to medicines. The main areas are digital marketing, AI, mobile technologies, educational platforms and eco-initiatives. It is their combination that provides competitive advantages and contributes to the sustainable development of the global pharmaceutical market. Based on a generalized description of innovative marketing tools of the global pharmaceutical market, the following elements have been identified: Big Data and patient behavior analytics, cognitive marketing, omnichannel approach, mobile applications for patients, virtual and augmented reality (VR/AR), chatbots for interaction with patients, scientific and educational platforms, blogging and social networks, influencer marketing and cooperation with medical experts, remote consulting of doctors, electronic prescriptions and digital platforms for pharmacies, eco-initiatives in pharmaceutical production, charitable initiatives. Current trends in pharmaceutical companies' marketing strategies are focused on the integration of digital technologies, expanding the capabilities of telemedicine, developing educational programs for medical professionals, and implementing interactive platforms for communication with end consumers. Environmental initiatives and socially responsible marketing are gaining particular importance, which form a sustainable image of companies and increase the level of trust in their products. However, along with opportunities, pharmaceutical marketing faces strict regulatory restrictions, the need to adhere to ethical standards, and high competition in the market. The success of companies in the future will be determined by the ability to adapt to rapid changes in consumer expectations, technological breakthroughs, and international legal requirements.
References
Баула О., Лютак О., Федишин В. Розвиток електронної комерції та її вплив на вітчизняне та міжнародне бізнес-середовище. Економічний простір. 2024. Вип. 191. С. 285-289. DOI: https://doi.org/10.32782/2224-6282/191-47
Бишовець І. П. Сучасні цифрові каналиу сфері фармацевтики та їх класифікація згідно моделі маркетингу 5P. Економіка та суспільство. 2024. Вип. 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-91
Гузенко С. Digital marketing: основні поняття та інструменти. Elit Blog. 2022. URL: https://elit-web.ua/ua/blog/digital-marketing-chto-ehto
Касянов Я.А. Маркетинг інноваційних процесів у фармацевтичному бізнесі. Економiка: реалії часу. 2013. №5(10). С. 75-82. URL: https://economics.net.ua/files/archive/2013/No5/75-82.pdf
Кравченко М.В. Маркетингові цифрові інструменти у просуванні брендів фармацевтичних компаній. Foreign trade economics finance law. Вип. 136(5): October 202498-109. DOI: https://doi.org/10.31617/3.2024(136)07
Лютак О.М., Баула О.В., Татарчук Д.Д. Аутсорсинг в міжнародному бізнес-середовищі: перспективи та виклики. Економічний простір. 2024. Вип. 191. С. 275-279. DOI: https://doi.org/10.32782/2224-6282/191-45
Мельник Ю.М. Особливості комплексу маркетингу в системі інноваційного розвитку фармацевтичних підприємств. Маркетинг і менеджмент інновацій. 2017. № 4. С. 27-40. URL: https://mmi.sumdu.edu.ua/wp-content/uploads/mmi/volume-8-issue-4/mmi2017_4_27_39.pdf
Мельниченко О. Маркетингові цифрові інструменти у просуванні брендів лікарських засобів. Foreign trade: economics, finance, law. 136, 5 (Oct. 2024). С. 98–109. DOI: https://doi.org/10.31617/3.2024(136)07
Проценко В. М., Проценко А. В. (2022). Розвиток фармацевтичних компаній України з використанням методів Digital-маркетингу. Бізнес інформ. 2022. Вип. 11. С. 277–283. DOI: https://doi.org/10.32983/2222-4459-2022-11-277-283
Бишовець І. Сучасні цифрові канали у сфері фармацевтики та їх класифікація згідно моделі маркетингу 5P. Економіка та суспільство. 2024. Вип. 60. DOI:https://doi.org/10.32782/2524-0072/2024-60-91
9 Types of Digital Marketing: When and How to Use Them? simplilearn. 2023. URL: https://www.simplilearn.com/types-of-digital-marketing-article.
Baula O., Liutak O., Fedyshy, V. (2024). Baula O., Liutak O., Fedyshyn V. Rozvytok elektronnoi komertsii ta yii vplyv na vitchyzniane ta mizhnarodne biznes-seredovyshche [The development of electronic commerce and its impact on the domestic and international business environment]. Ekonomichnyi prostir, vol. 191, pp. 285-289. DOI: https://doi.org/10.32782/2224-6282/191-47
Byshovets I. P. (2024). Suchasni tsyfrovi kanalyu sferi farmatsevtyky ta yikh klasyfikatsiia zghidno modeli marketynhu 5P [Modern digital channels in the pharmaceutical sector and their classification according to the 5P marketing model]. Ekonomika ta suspilstvo, no. 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-91
Guzenko S. (2022). Digital marketing: osnovni poniattia ta instrumenty [Digital marketing: basic concepts and tools]. Elit Blog. Available at: https://elit-web.ua/ua/blog/digital-marketing-chto-ehto
Kasianov Ya.A. (2013) Marketynh innovatsiinykh protsesiv u farmatsevtychnomu biznesi [82Marketing of innovative processes in the pharmaceutical business]. Ekonomika: realii chasu, no. 5(10), pp. 75. Available at: https://economics.net.ua/files/archive/2013/No5/75-82.pdf
Kravchenko M. V. (2024) Marketynhovi tsyfrovi instrumenty u prosuvanni brendiv farmatsevtychnykh kompanii [Marketing digital tools in promoting brands of pharmaceutical companies]. Foreign trade economics finance law, no. 136(5), pp. 98-109. DOI: https://doi.org/10.31617/3.2024(136)07
Liutak O.M., Baula O.V., Tatarchuk D.D. (2024). Autsorsynh v mizhnarodnomu biznes-seredovyshchi: perspektyvy ta vyklyky [Outsourcing in the international business environment: prospects and challenges]. Ekonomichnyi prostir, vol. 191, pp. 275-279. DOI: https://doi.org/10.32782/2224-6282/191-45
Melnyk Yu. M. (2017). Osoblyvosti kompleksu marketynhu v systemi innovatsiinoho rozvytku farmatsevtychnykh pidpryiemstv [Peculiarities of the marketing complex in the system of innovative development of pharmaceutical enterprises]. Marketynh i menedzhment, no. 4, pp. 27-40. Available at: https://mmi.sumdu.edu.ua/wp-content/uploads/mmi/volume-8-issue-4/mmi2017_4_27_39.pdf
Melnychenko O. (2024). Marketynhovi tsyfrovi instrumenty u prosuvanni brendiv likarskykh zasobiv [Marketing digital tools in promoting drug brands]. Foreign trade: economics, finance, law, no. 136, pp. 98–109. DOI: https://doi.org/10.31617/3.2024(136)07
Protsenko V.M., Protsenko A.V. (2022). Rozvytok farmatsevtychnykh kompanii Ukrainy z vykorystanniam metodiv Digital-marketynhu [Development of pharmaceutical companies of Ukraine using digital marketing methods]. Biznes inform, no. 11, pp. 277–283. DOI: https://doi.org/10.32983/2222-4459-2022-11-277-283
Byshovets I.P. (2024). Suchasni tsyfrovi kanaly u sferi farmatsevtyky ta yikh klasyfikatsiia zghidno modeli marketynhu 5P [Modern Digital Channels in the Pharmaceutical Sector and their Classification according to the 5P Marketing Model]. Ekonomika ta suspilstvo, no. 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-91
9 Types of Digital Marketing: When and How to Use Them? simplilearn. 2023. Available at: https://www.simplilearn.com/types-of-digital-marketing-article
