Features of implementation of the marketing complex in the pharmaceutical market

The Russian market has undergone global changes associated with the departure of some foreign competitors from the market, a significant decline in sales, primarily among a number of foreign companies, changes in traditional logistics chains, as well as the unstable position of the national currency in relation to foreign currencies, which required adjustments to elements of the marketing mix. Marketing activities of a pharmaceutical company are one of the important components of its efficient functioning, which consists of obtaining the necessary information about market needs, on the basis of which it is determined what and in what quantities the organization will produce, how to sell and promote the product to customers. Marketing of pharmaceuticals is of the consumer-oriented type, since the purchase is perceived by the buyer as forced. It is also worth noting that ordinary buyers are rarely well informed about the characteristics of the drug they are purchasing and therefore, from several drugs with similar effects, they choose those whose manufacturer they have heard about, or based on the recommendation of an opinion leader, who is a doctor or pharmacist. The article analyzes the Russian pharmaceutical market, identifies the features of the marketing mix for pharmaceutical companies and presents conclusions on the implementation of the marketing mix in the domestic pharmaceutical market.