Marketing Research of the Regional Pharmaceutical Market for Enterosorbent Medicinal Drugs

Abstract

Taisiya Ivanovna Kabakova, Andrey Borisovich Goryachev, Victoria Viktorovna Prokopenko, Aleksandr Valer'evich Khovanov, Lyudmila Valer'evna Terekhova, Sergey Yur'evich Kondratov, Ekaterina Aleksandrovna Popova.

Background. Allergic diseases of various etiologies and pathogenesis, in terms of their spread and severity of consequences related to temporary disability, invalidation and mortality, both in Russia and abroad, are a significant public health problem. In this regard, the search for new technologies of medical care (pharmacotherapy schemes) for patients suffering from allergic diseases is an urgent scientific and practical task aimed at strengthening and preserving health and improving the quality of life of citizens. One of the relatively new directions for improving the medicinal therapy of patients with allergic pathologies is the use of medicinal drugs with enterosorbent effect.
Objective. The objective of the work was to conduct market research of the regional pharmaceutical market of enterosorbent medicinal drugs used for prevention and treatment of patients with allergic rhinitis.
Methods. The scientific and methodological apparatus of the research were the methods of content analysis of regulatory legal and reference documents governing the provision of medicines to the population, combined ABC-/VEN analysis of the range of enterosorbent medicinal drugs, sociological survey, documentary observation, grouping and comparison of the results obtained.
Findings. Using methods of content analysis and documentary surveillance, the range of enterosorbent medicines in circulation at the regional pharmaceutical market of Caucasian Spas has been determined, which included 9 international generic names, represented by 31 trade names in different dosage forms. The cost analysis of the range of enterosorbent medicinal drugs showed that they are within the acceptable price range for the majority of population (from 10 to 500 rubles) per package. Sales dynamics of enterosorbent medicinal drugs revealed seasonal peaks associated with regional natural and climatic features of the Caucasian Spas region. With the help of combined ABC-/VENN analysis and anonymous questionnaire of consumers the most demanded enterosorbent medicinal drugs used in complex therapy of allergic rhinitis have been identified.
Conclusions. The sufficient breadth of assortment filling of the regional pharmaceutical market with enterosorbent medicinal drugs has been established, which determined their physical availability. Price characteristics confirmed the economic availability of enterosorbent medicinal drugs for the population. Data on the dynamics of consumption of this group of medicinal drugs, allow planning the optimal level of commodity stocks for the period of exacerbation of allergic pathologies in the Caucasus Mineral Waters region. The nomenclature analysis has identified the most demanded enterosorbent medicinal drugs, which is important for planning and managing the pharmacy assortment in order to provide the most complete supply of patients with allergic rhinitis.