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Marketing analysis of the required drugs in pharmacies ‎

Rimma Y. Garankina, Elena R. Zakharochkina, Irina F. Samoshchenkova, Ludmila M. Kachmarskaya, Alexander V. Lebedev ‎


The search for new solutions in management and marketing for pharmacies has been particularly relevant in terms of the combination of economic and social functions in pharmaceutical activities. The focus of the pharmacy on the economic and trade component may lead to a decrease in the availability of drug supply to the population. A competent product mix policy of a pharmacy can be one of the solutions for maintaining a balance between the components of the pharmacy business. The analysis of the required drugs in pharmacies from four regions of the Russian Federation for 2018 has been presented in the article. The use of the rationality factor for evaluating and forming the list of required drugs in the marketing analysis has been scientifically justified for improving the quality of drug supply to the population and the tool for optimizing the activities of a pharmacy. The problems of preparing the list of required drugs in pharmacies have been identified based on the obtained results, and reserves for improving the quality of outpatient drug supply have been proposed‎‎‎.

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