MARKETING IN THE PHARMACEUTICAL INDUSTRY

U današnjem okruženju, osnovni cilj marketinga farmaceutskih kompanija, pored razvijanja dobrog proizvoda/usluga, osiguranja što boljeg uslužnog ambijenta, interne i eksterne komunikacije te praćenja komunikacije, jest zadovoljenje potreba i želja potrošača koji osiguravaju povećanje prodaje proizvoda i ostvarenje profita na dugi rok. Neophodno je da se razvije dobar proizvod i učini dostupnim ciljnoj grupi potošača. Samo zadovoljni potrošači mogu postati i lojalni kupci određene farmaceutske kompanije. Osim toga, farmaceutske kompanije moraju komunicirati i sa svojim posrednicima, potrošačima i javnošću, a to se najbolje ostvaruje promocijom, tj. razmjenom informacija između potrošača i prodavatelja (ljekarnika). Stoga je zadatak marketinga u farmaceutskoj industriji podsjetiti, informirati i uvjeriti potrošača da reagira na proizvode kompanije.In today's environment, the basic objective of marketing of pharmaceutical companies, in addition to developing a good product / service, ensuring the best possible service environment, internal and external communications, and monitor communications, is meeting the needs and desires of consumers to ensure an increase in sales of the product and making a profit in the long run. It is necessary to develop a good product and make available to the target group of consumers. Only satisfied customers can become loyal customers and certain pharmaceutical companies. In addition, pharmaceutical companies must communicate with their agents, consumers and the public, and this is best achieved by promoting, ie. The exchange of information between the consumer and the seller (the pharmacist). Therefore, the task of marketing in the pharmaceutical industry to remind, inform and persuade consumers to react to the company's products