Analysis of the assortment of the pharmacy brand organization. Economics of pharmacy organization of pharmacy activities. Structuring the pharmacy assortment

Introduction

Chapter 1. Marketing Approaches to the study of the pharmaceutical market of medicines

1 The value of marketing research in the study of the market of medicines

2 Methods for analyzing the assortment of medicines

Chapter 2 Marketing Analysis range of medicines based on oxacillin

1 Commodity characteristics of oxacillin (classification group taking into account various classifications, pharmacological action, use, features of storage and dispensing from a pharmacy)

1.2 Classification groups

1.3 Release forms

2 Analysis of the range of medicines produced on the basis of oxacillin, approved for use in the country by the number of trade names, by forms of release, by countries, manufacturing firms, by registration dates)

Conclusion

Bibliography

Attachment 1

marketing medicinal merchandising oxacillin

INTRODUCTION

Infectious diseases have been known to mankind since ancient times, when epidemics covered vast territories, including entire states and peoples. It is not for nothing that infectious diseases are called "pestilences".

Infectious diseases are diseases that are caused and maintained by the presence in the body of a living damaging foreign agent - the pathogen. It enters into a complex biological interaction with the human body, which leads to an infectious process, then an infectious disease. The infectious process is the interaction of the pathogen and the human body under certain conditions. external environment, the body responds to the impact of the pathogen with protective reactions. concept infection means the state of infection of the body and manifests itself in the form of a disease or carriage.

Infectious diseases are a serious global problem. According to World Organization health care, from which 16 million people die every year in the world. Despite the differences in the structure of causes of death, this problem is acute not only for developing countries, but also for prosperous countries in Western Europe and North America, as well as Russia. As emphasized at the G8 summit in St. Petersburg, this dictates the need to reduce the negative impact of infectious diseases on the population, as well as on the healthcare system and the economy of various countries.

The main group of drugs used in the treatment of infectious diseases are antibiotics. The invention of antimicrobials has become one of the most important events in medicine of the twentieth century and opened the era of antibiotic therapy, which made it possible to etiotropic therapy of infectious diseases. Currently, a huge number of synthetic and biosynthetic antibiotics are known to be active against various groups of microorganisms, and, consequently, various infectious diseases caused by them. The appointment of antibiotics is justified only if laboratory tests confirm the presence of a specific microorganism-causative agent. Based on the results of the data obtained, the doctor selects an antibiotic based on information about the sensitivity of the identified microorganism. In case of inadequate selection of the drug, not only the therapeutic effect may not occur, but the patient's health will be harmed. Self-medication with antibiotics is prohibited because it leads to the formation of antibiotic resistance in bacterial strains, which in turn increases mortality, as well as increases the cost of treatment.

Antibiotics are one of the most widely used groups of drugs used in various fields of clinical medicine. Means for the treatment of infectious diseases are the fourth largest in the world in terms of sales. Among them, a significant proportion falls on antibiotics.

The global market for antibiotics is estimated at about 22.5 billion dollars and accounts for 6-21% of the entire pharmaceutical market in different countries. The leading pharmacotherapeutic classes by sales volume include cephalosporins, broad-spectrum penicillins, and macrolides.

Currently, the pharmaceutical market of the Russian Federation is oversaturated with antibiotic drugs and their range is constantly expanding, the need for marketing research in this area, which is relevant and promising, is revealed.

One of the modern representatives of the class of antibiotics is oxacillin - a bactericidal antibiotic from the group of semi-synthetic penicillins, resistant to the action of penicillinase. The drug blocks the synthesis of the bacterial cell wall by disrupting the later stages of peptidoglycan synthesis (prevents the formation of peptide bonds by inhibiting transpeptidase), causes lysis of dividing bacterial cells. Active against gram-positive microorganisms: Staphylococcus spp. (including producing penicillinase), Streptococcus spp., incl. Streptococcus pneumoniae, Corynebacterium diphtheriae, Bacillus anthracis, anaerobic spore-forming rods, gram-negative cocci (Neisseria gonorrhoeae, Neisseria meningitidis), Actinomyces spp., Treponema spp. Inactive against most gram-negative bacteria, rickettsiae, viruses, protozoa, fungi. Resilience develops slowly.

The purpose of this work is to conduct a marketing analysis of the range of drugs based on the drug oxacillin.

To achieve the goal, you must complete the following tasks:

To study the importance of marketing research in the study of the drug market.

Consider the main methods of analysis of the assortment of drugs.

Carry out a merchandising characteristic of drugs based on the drug INN oxacillin.

To study the range of antibiotics based on INN oxacillin.

Objects of study: statistical, accounting reports of pharmacies, publications scientific journals, register of medicines, etc.

CHAPTER 1. PHARMACEUTICAL MARKETING: PROBLEMS AND DEVELOPMENT TRENDS

1.1 General characteristics of marketing in pharmacy

Trade, or exchange, seems to have existed throughout human history, although at first on a limited scale. Nevertheless, marketing as a leading force in society is a relatively new phenomenon. It could not become something really important until humanity began to produce more than is necessary to meet immediate vital needs. This happened at different times in different parts of the world. It is for this reason that the level of understanding of the laws of marketing is not the same throughout the world, although the rapid development international trade gradually smoothes out the differences.

Marketing is the process of planning and implementing activities related to the creation of a product, pricing, promotion to the market and distribution of goods, services and ideas through the exchange of consumers and organizations in order to satisfy needs. The concept of marketing implies that the main goal of the organization should be customer satisfaction, and not profit maximization. In other words, the organization must be customer-centric, seek to understand customer needs and meet them quickly and efficiently in a way that benefits both the customer and the organization itself. This means that any organization should strive to obtain both information about customer needs and information that will help determine how these needs can be met most effectively. However, one should not forget about the financial interests of the organization itself, since in the conditions market economy this seems impossible.

Marketing research is a critical part of the system that provides such data. There are two schools of marketing research: on the one hand, supporters of the formalization of research and its results, i.e., the use of quantitative estimates, the use of statistical and econometric models, etc., and, on the other hand, supporters of informal analysis, qualitative assessments, graphical models . In specific marketing research, a high degree of formalization of the research process (the use of mathematical apparatus, statistical modeling methods, etc.) is often combined with a non-formalized, descriptive characteristic of the studied phenomena and processes, and qualitative assessments. Marketing research methodology allows you to successfully combine both of these areas. It should be emphasized that the following statistical methods are most widely used in the list of marketing analysis methods: absolute, average and relative values; time series and distribution series; groupings; index analysis; graphical method, trend models, methods of expert assessments. The choice of methods of analysis is dictated by a number of factors: the nature of the processes and phenomena being studied, the degree of urgency of obtaining conclusions, the structure of information, the availability or limitation of information, the possibilities of using computer technology, etc. .

Marketing research can improve the quality of accepted management decisions by providing relevant, accurate and timely information. Each specific decision involves the presentation of a unique need for information. The information that can be obtained as a result of marketing research contributes to the development of adequate strategies. Marketing research is the process by which an organization communicates with consumers and the public through information that is used to identify marketing opportunities and problems; generating, adjusting and evaluating marketing activities; monitoring marketing activities; improve understanding of marketing as a process. In the course of marketing research, they obtain the information necessary to solve existing problems, develop methods for collecting information, analyze it, and formulate recommendations that are communicated to interested parties. Marketing information is figures, facts, information, estimates and other data necessary for the analysis and forecasting of marketing activities. It should be up-to-date, reliable, focused, complete and relevant.

The collection of information about the market, goods and services, needs and their demand, competitors and prices is carried out in the audit process - this is the name of marketing research necessary for conducting a situational analysis of the external environment and the activities of the organization itself.

Currently, the global market is dominated by the concept of social - ethical marketing. This concept is quite consistent with the tasks of pharmaceutical marketing. The most complete definition of this type of marketing belongs to N. B. Dremova, according to which marketing in pharmacy is managerial activity pharmacy enterprises to optimally meet the needs of the population in goods for the preservation and promotion of health, while simultaneously contributing to the improvement financial indicators pharmacy enterprise and strengthening its market position in competitive environment. The main tasks of pharmaceutical marketing are the formation of a range of products and a permanent consumer audience, the organization of sales and promotion of goods, increasing consumer satisfaction.

As noted above, the activities of any organization are aimed both at meeting the needs of consumers and at making a profit. In this regard, it is necessary to stimulate demand, try to interest the consumer and encourage him to make a purchase. However, the demand for medicines (drugs) is quite specific, it has a number of differences compared to the demand for other goods.

Stimulation of demand for medicines through pharmaceutical marketing leads to market transparency, and attempts to manage demand by controlling the flow of information and limiting marketing make market mechanisms ineffective.

The free flow of information is vital to a market economy whose main goal is to satisfy the needs of consumers. In healthcare, patients, doctors and Insurance companies make a choice of goods and services based on their own goals and assessments of the economic situation. In order to make an informed choice, each of these players needs complete information about the availability, cost, and quality of competing products and services.

In an efficient market for health products, the balance of supply and demand is constantly changing under the influence of information that is distributed through the marketing mix. This is the classic role of marketing in the economic system. However, there is an opinion that by stimulating the demand for products and services, marketing contributes to the increase in health care costs, forcing the system to use medicines unnecessarily and in excessive amounts. However, drug value decisions are best made by consumers who know their personal needs and can make good value for money decisions when they have good and truthful information.

Of course, the system is not perfect, and sometimes drugs are misused, but their poor use due to low levels of patient adherence to treatment or because the doctor did not prescribe them is much more common and costs society much more. Compared to other treatments, medication is usually the cheapest way to get effective results, and underuse of medication leads to higher treatment costs rather than savings.

Information about medicines is needed to ensure market transparency, so it is important that marketing practices are organized properly and that the information is correct. Examples of bad marketing practices by pharmaceutical companies include misinformation, unsubstantiated allegations, or bribes (hidden or overt). Therefore, the quality of information should be controlled, but not its quantity.

It is especially important that any changes in the drug market are carefully thought out and do not violate the efficiency of the market, achieved by several decades of development. The biggest drawbacks of marketing in the health care system relate to the fairness of the distribution of goods and services, including medicines. Therefore, the task of politicians is to ensure the general availability of medicines without destroying the efficiency, economy and innovativeness of the existing system.

In addition to the main activity associated with the definition and satisfaction of consumer needs, marketing must perform an additional task - to prove to organizations that pay for treatment, the economic value of the product. Government, healthcare organizations, employers, and other health care buyers are scrutinizing the prices and value of all elements of therapy, including drugs.

In the 1980s, pharmaceutical companies began to respond positively to these new market needs. They began to consider technology assessments and proof of value as the new rules of the game. Major companies started providing cost-benefit analysis knowing (and for good reason) that the market demand for this kind of information would increase.

Pharmaceutical companies played a crucial role in the formation, financing and improvement of a new field of knowledge called pharmacoeconomics. The first fruitful efforts in this area were made no later than 1977 by Smith, Kline & French, which demonstrated the radical economic benefits of using cimetidine as an alternative to gastric ulcer surgery. In 1981, Duncan Neuhauser, a professor of epidemiology and public health at Case Western Reserve University, reviewed the company's economic study, appreciated its high contribution and expressed support for conducting such an analysis "in a wide range of medical interventions."

Pharmacoeconomics has continued to evolve, and the scientific literature is now replete with comparisons of alternative drug treatments with each other, with other treatments, and with estimates of the value of a drug relative to its price.

These currents have become driving force market processes. The number of published evaluations of various drugs in terms of pharmacoeconomics has recently grown rapidly. Research has covered areas such as quality of life assessment, treatment outcome measurement and decision analysis. Companies pay Special attention ensuring that pharmacoeconomic research is an informative and evidence-based component marketing strategy product. The technologies they invented are now used as serious decision-making tools by various bodies and government officials.

Thus, it should be noted that as Russia enters civilized market relations, realizes the role of marketing as a tool to increase the efficiency of solving various problems of society, the role of marketing will increase and its tools will increasingly adapt to specific market conditions and the specifics of the activities of individual organizations. including pharmaceuticals.

2 Methods for studying the range of medical and pharmaceutical products

The modern pharmaceutical market in Russia is characterized by the steady growth of the product range. Over the past decade, there has been a significant expansion, replenishment and deepening of the range of all major groups of medical and pharmaceutical products. This trend is especially pronounced for medicines. If at the beginning of the 90s of the last century 1.5-2 thousand names of medicines were allowed for use in the country, then in 2011 this figure amounted to more than 20 thousand items, taking into account the forms of release.

There have been qualitative changes in the range associated with the introduction of new drug groups in terms of the mechanism of action or chemical structure and individual original drugs. However, to a greater extent, the increase in the product range is associated with the registration on the Russian pharmaceutical market of a large number of generic drugs - generics of foreign and domestic manufacturers. This significantly increased the possibility of choosing the necessary drugs, taking into account modern approaches to the pharmacotherapy of various pathological conditions, individual characteristics of the course of diseases, consumer preferences of end users.

For employees of health care services and institutions organizing drug supply to the population, an urgent problem is the formation of a rational assortment policy that contributes both to meeting the needs and strengthening the market position of a pharmaceutical organization. For this purpose, a detailed marketing analysis of the range of drugs registered with the Ministry of Health of the Russian Federation and approved for drug circulation on the Russian pharmaceutical market is required. In this regard, we briefly touch on the main methods for studying the range of medical and pharmaceutical products.

The concept of marketing analysis of the range of drugs presented on the Russian pharmaceutical market, developed by employees of the Kursk State Medical University (N. B. Dremova, E. V. Reprintseva, O. V. Khorlyakova, T. A. Oleinikova), includes the stages of preparing a systematic list Drugs designed to meet the needs of target segments of the pharmaceutical market, and its analysis in a number of different positions, including the names of active ingredients, drugs, firms and manufacturing countries, composition, origin, dosage forms, novelty and other features. This concept has been repeatedly tested on the example of individual groups of drugs.

In addition, one of the main conditions for the formation of a rational assortment policy, which allows increasing the market capacity and improving drug supply to the population, is the study of the competitiveness of drugs. Dremovoy N. B. et al. an algorithm for assessing the competitiveness of drugs for wholesale and retail pharmaceutical organizations is proposed. A phased study includes the selection of drugs for comparison, the study of the parameters of competitiveness, the calculation of their weighting coefficients, the calculation of the integral indicator of competitiveness, taking into account consumer and economic indices. The results of the study allow us to identify the most competitive drugs that can be recommended for inclusion in the assortment portfolio of a pharmaceutical organization.

ABC and XYZ analysis are also applicable to the formation of an assortment portfolio of purchases. ABC analysis is based on the Pareto law, or the 20/80 rule, which means getting 80% of sales from 20% of the product. These products make up the most valuable group - A, which requires constant and scrupulous accounting and control, since its share in the assortment is 20 (15)%, and in sales - 75-80%. Group B - less important goods: their share in the assortment is 30 (20)%, and in sales - 15-20%. Group C - low-value goods for a pharmacy, since their share in sales is 5-10%, and in the assortment - 50 (75)%. Thus, using this method, it is possible to identify the most important assortment positions of drugs that must be included in the procurement portfolio for sale to the population.

At present, various modifications of the ABC-analysis method have been developed. An example is the two-factor ABC analysis according to the method of P. V. Grek, the essence of which is to reduce the two-factor analysis into a convenient visual form for one index, as well as to replace the Lorenz curve illustrating the Pareto rule with the “Commodity loop”, which shows the turnover of goods well .analysis is an assessment of the significance of the analyzed goods depending on the frequency of consumption or variation in implementation. It allows you to structure the assortment according to the factor of consumption stability and the ability to predict changes in demand. Group X includes goods with occasional minor fluctuations; for them, as a rule, the sales forecast has a high accuracy (50-55% of the total number of assortment items), so it is possible to create stocks. Group Y consists of periodic consumer goods with known trends; when forecasting, the sale of goods has an average forecast accuracy (about 30% of the total assortment). Group Z includes goods without an identified consumption pattern, therefore it is difficult or impossible to develop a forecast for their consumption at all (approximately 15-20% of the total assortment), therefore these goods are purchased as the need arises.

Analysis of the range of drugs can also be carried out for medical prescriptions. In this case, the analysis is carried out according to the following sources of information: prescriptions, outpatient cards, case histories. The sample can be continuous for a certain period of time (10 days, month, quarter, year) or special (for individual medical specialists, according to certain types morbidity, etc.). The received information can be processed using computer technology, for which the statistical characteristics of the sample, the coefficients of the intensity of prescriptions (consumption), as well as the completeness (degree) of the use of the assortment of drugs by pharmacotherapeutic groups are calculated.

Quite effective are the sociological methods of researching the range, allowing short term receive operational information based on public opinion. In this case, such methods of obtaining information as a questionnaire survey and interviews can be used. These methods are used to study the demographic and social structure consumers, the impact of their individual requests on the overall picture of demand. There is a mathematical algorithm that allows you to calculate the actual demand for individual goods and use them in managing the formation of the assortment.

In addition, at sociological methods assortment research uses such a technique as expert assessments - obtaining and studying the opinions of specialists in a particular industry related to the drug market. Methods for questioning experts include: interviewing, correspondence questioning, mixed questioning and business games (a method in which questions are not asked to the expert, but his reactions to a change in the situation are recorded). To obtain expert assessments that most accurately reflect the essence of the analyzed phenomenon, it is necessary to involve highly competent specialists in this field in the examination. It should also be remembered that the accuracy of assessments depends not only on the competence of experts, but also on their interest in the results, on a conscientious attitude to the work of both experts and organizers.

There is a method for studying the range of drugs, called graduation. This method is a qualitative assessment of the trade nomenclature of a particular institution using attributive and alternative characteristics such as: drugs of “favorable” and “unfavorable” market conditions, “risk” groups, etc. It can be carried out based on the results of statistical processing of questionnaires for expert evaluation of the therapeutic efficacy of drugs. The calculated weighted average drug scores are grouped and rounded off within the conditional score limits. Based on the results of the grouping of weighted average estimates, it is possible to calibrate the studied assortment of drugs. At the same time, the following groups of drugs are distinguished: having a "favorable" market situation - these are highly effective drugs that enjoy "authority" among experts, pharmacy institutions are recommended to increase the volume of purchases of these drugs; Drugs of the “risk” group are drugs that have certain disadvantages, their sales tend to stabilize or decrease in demand, which requires informed decisions on their purchases; Drugs with an "unfavorable" market situation are a group of drugs that are not in demand or have serious side effects, the decision to purchase such drugs should be negative; unvalued drugs are drugs that this group of experts is not familiar with, in most cases this group includes new drugs that have appeared on the pharmaceutical market in Russia in the last 3-5 years and which have not yet been in this market segment.

As can be seen from the above, a comprehensive study of the range of drugs of a certain group makes it possible to obtain high-quality and quantification nomenclature of drugs that meet a specific need, taking into account their classification, technological and production characteristics.

The results of the analysis are necessary for the subsequent study of the availability and use of the relevant groups of drugs in regional and local pharmaceutical markets. On their basis, recommendations are developed on the formation of the optimal range of drugs in pharmaceutical organizations.

Chapter 2. MARKETING ANALYSIS OF THE RANGE OF DRUGS BASED ON OXACILLIN

1 Commodity characteristics of medicines based on oxacillin

1.1 Description of pharmaceutical properties

Oxacillin is a bactericidal antibiotic from the group of semi-synthetic penicillins, resistant to the action of penicillinase. It blocks the synthesis of the bacterial cell wall by disrupting the later stages of peptidoglycan synthesis (prevents the formation of peptide bonds by inhibiting transpeptidase), causes lysis of dividing bacterial cells.

Active against gram-positive microorganisms: Staphylococcus spp. (including producing penicillinase), Streptococcus spp., incl. Streptococcus pneumoniae, Corynebacterium diphtheriae, Bacillus anthracis, anaerobic spore-forming rods, gram-negative cocci (Neisseria gonorrhoeae, Neisseria meningitidis), Actinomyces spp., Treponema spp.

Inactive against most gram-negative bacteria, rickettsiae, viruses, protozoa, fungi. Resilience develops slowly.

Pharmacokinetics:

Absorption is fast and complete. Stable in slightly acidic environment. Communication with plasma proteins - about 90%. Т1/2 - 30 min. The time to reach Cmax after i / m administration is 1-2 hours, the concentration decreases rapidly by 4 hours. With parenteral administration, more than high concentrations than when taken orally. In the pleural fluid, it is found in concentrations reaching 10%, in synovial and ascitic fluid - 50%, in bile - 5-8% in relation to its concentration in blood serum. It does not penetrate through the intact BBB, with inflammation of the meninges, penetration increases. Penetrates through the placental barrier, found in breast milk. More than 40% after i / m administration is rapidly excreted by the kidneys, with bile - 10%.

Indications for use:

Infectious diseases caused by gram-positive microorganisms that produce and do not produce penicillinase:

Abscess;

Phlegmon;

Cholecystitis;

Osteomyelitis;

Postoperative, wound infections, infected burns;

Bacterial endocarditis;

Meningitis;

Sinusitis.

Dosing regimen:

Adults and children over 6 years old - 2-4 g /

Children under the age of 3 months - 60-80 mg / kg /, from 3 months to 2 years - 1 g / day, from 2 to 6 years old - 2 g / day

Newborns and premature babies - 20-40 mg / kg /

Side effect:

Allergic reactions: pruritus, urticaria, less often angioedema, bronchospasm, in rare cases, anaphylactic shock, eosinophilia.

From the digestive system: dyspepsia (nausea, vomiting, diarrhea); pseudomembranous enterocolitis, oral candidiasis; hepatotoxic effect - more often develops when administered at a dose above 6 g / day (hyperthermia, nausea, vomiting, icterus of the sclera or skin, increased activity of hepatic transaminases).

From the genitourinary system: hematuria, proteinuria, interstitial nephritis, vaginal candidiasis.

Contraindications:

Hypersensitivity, incl. to other beta-lactam antibiotics.

With caution: a history of allergic reactions and / or bronchial asthma, chronic renal failure (CRF), enterocolitis against the background of the use of antibiotics (history).

With caution: chronic renal failure.

Special instructions:

It is not advisable to use for infections caused by microorganisms sensitive to benzylpenicillin.

Drug interaction:

Increases the toxicity of methotrexate (competition for tubular secretion).

Increased doses of calcium folinate (an antidote to folic acid antagonists) and longer use may be required.

The combination of ampicillin or benzylpenicillin with oxacillin is rational, since the latter, by inhibiting the activity of penicillinase, thereby reduces the destruction of ampicillin and benzylpenicillin. The spectrum of action with this combination becomes wider.

It is necessary to avoid joint use with other drugs that have a hepatotoxic effect.

Drugs that block tubular secretion increase the concentration of oxacillin in the blood.

Antacids and laxatives reduce the absorption of the drug from the gastrointestinal tract.

Conditions for dispensing from pharmacies:

The drug is dispensed by prescription.

Terms and conditions of storage:

List B. Keep out of the reach of children, in a dry place at a temperature not exceeding 25°C. Shelf life - 2 years.

2.1.2 Classification groups

Anatomical-Therapeutic-Chemical Classification (ATC) is an international classification that takes into account the pharmacological group of the drug, its chemical nature and the nosology of the disease for which the drug is intended. - Antimicrobials for systemic use - Antimicrobials for systemic use - PenicillinsCF - Beta-lactamase resistant penicillins

J01CF04- Oxacillin<#"justify">2.1.3 Release forms

fl. oxacillin (in the form of sodium salt) 1 g.

Powder for solution for intravenous and intramuscular administration of white or almost white, hygroscopic.

fl. oxacillin (in the form of sodium salt) 250 mg.

Powder for solution for intramuscular injection of white or almost white color, hygroscopic.

fl. oxacillin (in the form of sodium salt) 500 mg.

Tablets 500 mg; 250 mg;.

2.2 Marketing research of drugs based on oxacillin in the Russian and regional pharmaceutical market

2.2.1. Subjects and methods of research

In the course of conducting a marketing analysis of the range of drugs based on oxacillin, a concept was used, the idea of which is a phased analysis of the range according to specific characteristics: the country of manufacture, dosage forms, registration in the Russian Federation, and also by composition.

Monitoring of the market situation was carried out on the basis of a content analysis of official sources of information about drugs: the State Register of Medicines (2013), the Russian Register of Drugs (2006-2010), the Vidal reference book (2011), the directory of drug synonyms ( 2011, 2013), as well as on the basis of 11 pharmacies in the city of Kursk - Pharmacy No. 6 of Kursk Pharmacy OJSC (Pavlunovskogo St., 5), Pharmacy No. 122 of Kursk Pharmacy OJSC (K. Marksa St., 65 a) , Pharmacy No. 3 OJSC Kursk Pharmacy (79, Internatsionalnaya St.), Avicenna Pharmacy LLC (47, Zapolnaya St.), Alla LLC (41, Zapolnaya St.), Alla, Ltd. (Studencheskaya st., 1), Farmakor (Radishcheva st., 80), IP Kholyavin M.M. (Dimitrova st., 37-b), Be healthy (Lenin st., 30), Healer (Radishcheva st., 87/7), IP Kustavinov A.N. (Ave. Khrushchev, 12).

2.2.2 Research process

Analysis period: March - April 2014.

On the initial stage The range of drugs based on oxacillin registered in the territory of the Russian Federation at the beginning of 2014 was studied on the basis of official literature sources. The analysis included preparations of all dosage forms. In total, during the content analysis, 18 TN and 26 MD were selected, the results of systematization of which are presented in tables in absolute terms (number) and relative values (percentage of subgroups).

The structure of the assortment of the studied group of drugs, established in the course of marketing analysis, is presented in Appendix 1.

2.3 Marketing research of oxacillin-based drugs in the Russian pharmaceutical market

In the structure of the assortment on the basis of the country of manufacture, the share of domestic drugs prevails - 88.5% (23 drugs), foreign manufacturers occupy 11.5% (3 drugs) (Table 1, Fig. 2).

Thus, the main country producing INN Oxacillin is Russia (88.5%). An analysis of the assortment in the structure of foreign manufacturing countries showed that in total, proposals from 2 countries were registered in the Ministry of Health of the Russian Federation. Among them, India is the leader in terms of the number of drugs - 2 drugs (7.7%), the Republic of Belarus is in second place - 1 drug (3.8%).

Table 1

Producer countryK - in proposals (drugs)Share, %CompanyNumberShare,%Russia2388.5%Biosintez OJSC27.7Biochemist OJSC27.7Sintez OJSC1038.5Shchelkovsky Vitamin Plant OJSC13.8Bryntsalov-A CJSC519.3Kraspharma OJSC27.7Akrikhin KhFK OJSC13.8Republic of Belarus13 .8% Borisov Plant of Medical Preparations RUP13.8India27.7%Ranbaxy Laboratories Limited27.7Total: 26100%26100.0

Fig.2 Producing countries of drugs based on oxacillin (%)

Among the manufacturing plants, Sintez OJSC (Russia, Kurgan) produces the largest number of drugs - 38.5% (10 drugs), CJSC Bryntsalov-A (Russia, Moscow) is in second place - 19.3% (5 drugs) . The third place is shared by JSC Biosintez (Russia, Penza), JSC Biochemist (Russia, Saransk), JSC Kraspharma (Russia, Moscow) and Ranbaxy Laboratories Limited (India). Slightly more than 10% of the market of oxacillin preparations is divided among themselves by 3 manufacturing plants JSC Schelkovo Vitamin Plant (Russia, Shchelkovo), JSC Akrikhin KhPK (Russia, Moscow Region) and RUE Borisov Plant of Medicinal Products (Republic of Belarus) (Fig. 3) .

Fig.3. Manufacturers of drugs based on oxacillin (%)

An analysis of drug registration numbers showed that the Russian pharmaceutical market was actively updated only in the first years of the 21st century.

table 2

Dynamics of registration of oxacillin preparations in the Russian pharmaceutical market

№ p/p Year of registration Registered LPTotalShare, %1200427.72200513.83200627.742007415.4520081350.06201027.77201127.7Total: 26100.0

Based on the data obtained, it can be concluded that half of the drugs in the Russian Federation were registered in 2008 - 50.0% (13 drugs). In 2007, 15.4% (4 drugs) were registered on the Russian pharmaceutical market, in 2004, 2006, 2010 and 2011 - 7.7% each (2 drugs each). The smallest number of drugs based on oxacillin was registered in 2005 - 3.8% (1 drug) (Table 2, Fig. 4).

Calculation of the assortment renewal index for the last 5 years.

The assortment renewal index is calculated by the formula:

n - the number of offers on the market registered during the last 5 years (2007-2011); - the total number of offers on the market (see table 1 of Appendix 1).

Y=21:26=0.81=0.81

Based on the calculations, we can conclude that the assortment renewal index over the past 5 years is quite high, it is 0.81.

Rice. 4. The structure of the range of drugs based on oxacillin by the date of registration (%)

The analysis revealed that the range of medicines consists of solid dosage forms (powders, tablets and capsules). The dominant position is occupied by powders - 72.1% (19 drugs), among them in approximately equal amounts, powders for preparing a solution for intravenous and intramuscular injection - 38.5% (10 drugs) and powder for preparing a solution for intramuscular injection - 34, 6% (9 drugs) (Table 3, Fig. 5). This is due to the fact that they are indispensable in emergency situations, when a disease (sepsis, abscess, postoperative, wound infections, infected burns, bacterial endocarditis) can threaten a person's life. They are followed by capsules - 19.2% (5 drugs), and the smallest share is occupied by drugs in the form of tablets - 7.7% (2 drugs). In the case of outpatient treatment (cholecystitis, cystitis, meningitis, sinusitis, etc.), the presence of solid dosage forms facilitates both the prescription of therapy and patient compliance with the drug regimen, they are more familiar to patients. It also allows them to be independent of medical staff. Thus, the presence of solid dosage forms in the range of drugs based on oxacillin is also justified.

Table 3

Type of dosage formNumber of offers Share, %powder for solution for intravenous and intramuscular injection1038.5powder for solution for intramuscular injection934.6tablets27.7capsules519.2Total:26100.0

Rice. 5. The structure of the range of oxacillin preparations by types of dosage forms (%)

Based on the data entered in Table 4, it can be concluded that the range of Oxacillin INNs is represented by both combined - 61.5% (16 drugs) and mono-drugs - 38.5% (10 drugs) (Fig. 6).

Table 4

Number of offersCompositionSingle preparationsCombined Quantity Share, % Quantity Share, % 261038.51661.5Total: 1038.51661.5

Rice. 6. The structure of the range of oxacillin preparations by composition (%)

Marketing analysis showed that the domestic pharmaceutical market has a target segment of drugs based on the drug substance oxacillin, which allows doctors, together with pharmacists and patients, to select drug therapy individually for each patient, depending on the diagnosis. Based on the results of the analysis, an assortment contour was developed for the target segment of the Russian pharmaceutical market - drugs based on oxacillin (macrocontour), which is shown in Figure 7.

Rice. 7. Macrocontour of the range of the target segment of the pharmaceutical market of oxacillin preparations (%)

The macro-outline of the assortment has the following characteristics:

produced mainly in Russia - 88.5%;

most of the preparations based on oxacillin are produced by Sintez OJSC in the city of Kurgan - 38.5%;

by composition - these are mainly combined drugs - 61.5%

assortment;

on the territory of the Russian Federation, most drugs were registered in 2008 - 50.0%;

produced in the form of solid dosage forms - 100.0%, among which powders for intravenous and intramuscular administration predominate - 38.5%;

the degree of renewal of the assortment for 2007-2011. is 80.77%

This macro-contour of the target market segment will subsequently be used for a comparative analysis of the assortment of the local market in Kursk (meso-contour).

2.3 Market analysis of medicines based on oxacillin on the example of pharmacies in Kursk

At the next stage, a study was made of the actual range of drugs based on oxacillin in the local pharmaceutical markets of Russia: in 11 pharmacies in the city of Kursk: as a result, it was found that 13 TN and 19 LP are represented on the local market.

The structure of the range of drugs based on oxacillin by production characteristics

According to Table 5, in the structure of the assortment of the local market in Kursk, on the basis of production, Russian drugs prevail - 94.7% (18 drugs), the rest - 5.3% (1 drug) are imported drugs.

Of the 2 manufacturing countries, whose drugs are registered with the Ministry of Health of the Russian Federation, on the local market of Kursk there are drugs from 1 country - the Republic of Belarus - 5.3% (1 drug). Oxacillin drugs manufactured in India are not represented on the regional pharmaceutical market (Table 5 and Fig. 8).

Table 5

Analysis of the range of drugs based on INN Oxacillin by country of origin and firms:

Producer countryK - in offers (drugs) Share, % Company Number - share, % Russia 1894.7% Biosintez JSC 210.5 Biochemist JSC 15.3 Synthesis JSC 736.8 Shchelkovsky vitamin plant JSC 15.3 Bryntsalov-A JSC 526.3 Kraspharma JSC 210.5 Republic of Belarus 15.3% Borisovsky plant of medical preparations RUP15.3Total: 19100% 19100.0

Rice. 8 Oxacillin-based preparation countries (%)

Among the manufacturing plants, Sintez OJSC (Russia, Kurgan) retained its leading position - 36.8% (7 drugs), followed by Bryntsalov-A CJSC (Russia, Moscow), whose share increased slightly - 26.3% (5 drugs). The third place is shared by JSC Biosintez (Russia, Penza) and JSC Kraspharma (Russia, Moscow) - 10.5% (2 drugs each). The smallest number of drugs on the Kursk market is represented by 3 manufacturing plants: JSC Biochemist (Russia, Saransk), JSC Shchelkovsky Vitamin Plant (Russia, Shchelkovo) and RUE Borisov Plant of Medical Preparations (Republic of Belarus) - 5.3 each % (for 1 preparation). Preparations based on oxacillin manufactured by Akrikhin KhFK OAO and Ranbaxy Laboratories Limited are not available on the regional market (Fig. 9).

Rice. 9. Manufacturers of drugs based on oxacillin (%)

Updating the range of drugs based on oxacillin

An analysis of drug registration numbers showed that drugs registered in recent years are represented on the pharmaceutical market of Kursk to a small extent (Table 6, Fig. 10).

Most drugs available on the pharmaceutical market in Kursk were registered in 2008 - 47.3% (9 drugs), significantly less than in 2007 - 21.1% (4 drugs). 10.5% (2 drugs each) are drugs produced in 2006 and 2010. The share of drugs registered in 2004 and 2005 is small - 5.3% each (1 drug each). It has been established that there are no “new” drugs based on oxacillin registered in 2011 on the pharmaceutical market in Kursk.

Assortment renewal index of the analyzed drug group for

the last five years was 0.79 (Iо = 15/19), which roughly corresponds to the Russian market.

Table 6

Dynamics of registration of oxacillin preparations in the pharmaceutical market of Kursk

№ p/p Year of registration Registered LPTotal Share, % 1200415.32200515.332006210.542007421.152008947.362010210.5

Rice. 10. The structure of the range of drugs based on oxacillin by the date of registration (%)

Characteristics of the range of drugs based on oxacillin by types of dosage forms

An analysis of the local market in Kursk showed that the range of drugs based on oxacillin does not include all types of dosage forms registered outside the territory of the Russian Federation. The leading place is still occupied by drugs produced in the form of powders - 84.2%, however, their ratio has changed. Powders for the preparation of a solution for intravenous and intramuscular injection and powders for the preparation of a solution for intramuscular administration have equal shares - 42.1% each (8 preparations each). Capsules make up the remaining 15.8% (3 preparations) (Table 7, Fig. 11). Such a dosage form as tablets is not represented on the pharmaceutical market of the city of Kursk.

Table 7

Analysis of the range of drugs based on INN Oxacillin by types of dosage forms

Type of dosage formNumber of offers Share, %powder for solution for intravenous and intramuscular injection842.1powder for solution for intramuscular injection842.1tablets-capsules315.8Total:19100.0

Rice. 11. The structure of the range of oxacillin preparations by types of dosage forms (%)

Characteristics of the range of medicines based on oxacillin by composition

Based on the data in Table 8, we can conclude that the range of Oxacillin INNs is represented by combined - 57.9% (11 drugs) and mono-drugs - 42.1% (8 drugs) (Table 8, Figure 12).

Table 8

Analysis of the range of drugs based on oxacillin by composition

Number of offersCompositionSingle preparationsCombined Quantity Share, % Quantity Share, %19842.11157.9Total:842.11157.9

Rice. 12. The structure of the range of oxacillin preparations by composition (%)

Thus, the marketing analysis showed that the target segment of oxacillin preparations is present in the domestic pharmaceutical market of Kursk. Based on the results of this analysis, an assortment contour was developed for the target segment of the pharmaceutical market in Kursk - drugs based on oxacillin (mesocontour), which is shown in Figure 13.

Rice. 13. Mesocontour of the assortment of the target segment of the pharmaceutical market of oxacillin preparations (%)

The assortment mesocontour has the following characteristics:

produced mainly in Russia - 94.7%;

most of the drugs based on oxacillin are produced by Sintez OJSC in the city of Kurgan - 36.8%;

by composition - these are mainly combined drugs - 57.9%

assortment;

on the territory of the Russian Federation, the majority of drugs were registered in 2008 - 47.3%;

produced in the form of solid dosage forms - 100.0%, among which equal proportions have powders for intravenous and intramuscular injection and powders for intramuscular administration - 42.1% each;

the degree of renewal of the assortment for 2007-2011. is 78.95%

2.4 Comparative characteristics of the Russian pharmaceutical market and the local market of the city of Kursk

A study was made of the actual range of drugs based on oxacillin in the local market of Kursk. In the course of the analysis, the level of availability of drugs from individual countries and manufacturers was established (Table 9). The analysis of the mesocontour of the assortment in the local market by groups of manufacturers showed. In pharmacies, drugs of domestic production are most represented - 94.7%, which confirms the presence of the prevailing part of these drugs in the general assortment on the Russian pharmaceutical market.

Imported drugs are not widely represented - 5.3%. It should be noted that there is no offer of such a country India in the regional market. The drug of the Republic of Belarus is presented in full on the regional market. Domestic medicines are represented quite widely - 78.3% (Table 9).

Table 9

The structure of the range of oxacillin preparations according to the country of origin ( comparative analysis)

Country - manufacturerNumber of LPDs Market share in Kursk,% Company - manufacturerNumber of LPDs Market share in Kursk,% RFKurskRFKurskRussia231878.3Biosintez OJSC22100.0Biochemist OJSC2150.0Synthesis OJSC10770.0Shchelkovo Vitamin Plant OJSC11100.0Bryntsalov-A ZAO55100.0Kraspharma, OJSC2210 0Akrikhin HFC JSC1--Republic of Belarus11100.0Borisov Plant of Medical Preparations RUE11100.0India2--Ranbaxi Laboratories Limited2--Total:261973.1261973.1

As noted earlier, the analysis of drug registration numbers showed that the pharmaceutical market in Kursk is largely represented by not the most modern drugs based on oxacillin. In full measure, the pharmaceutical market of our city contains drugs registered in 2005-2007 and 2010 - 100.0% each. The years 2004 and 2008 are significantly less represented - 50.0% and 69.2%, respectively. It should be noted that there are no “new” drugs of 2011 (Table 10).

Table 10

Dynamics of registration of hypertensive drugs in the Russian pharmaceutical market (comparative analysis)

№ p / p Year of registration LPD Market share in Kursk, % RFKursk120042150.02200511100.0320062 2100.04200744100.05200813969.26201022100.0720112--Total: 261973.1

When analyzing the types of dosage forms, it was found that the powder for the preparation of a solution for intramuscular injection (88.9%) is most fully represented, the powder for the preparation of a solution for intravenous and intramuscular administration is slightly inferior (80.0%). Capsules account for 60.0%. There is no such dosage form as tablets at all (Table 11).

Table 11

The structure of the range of drugs oxacillin by types of dosage forms (comparative analysis)

Type of dosage form LPD Market share in Kursk,% RFKursk powder for solution for intravenous and intramuscular injection 10880.0 powder for solution for intramuscular injection 9888.9 tablets 2-capsules 5360.0 Total: 261973.1

Table 12

Analysis of the range of drugs based on oxacillin by composition

Composition LPD Market share in the city of Kursk, % RFKursk Monopreparations 10880.0 Combination preparations 161168.8 Total: 261973.1

A detailed analysis of the local market in Kursk also revealed that single-component drugs are the most represented in pharmacies - 80.0%. Combined drugs, despite their greater number relative to single drugs, are presented in a smaller percentage - 68.8% (Table 12). In addition, indicators such as the assortment depth coefficient and the degree of assortment renewal were calculated: Range depth coefficient (KG):

KG \u003d Gbaz / Gfact, where

Gbaz - the number of drugs allowed for use available in the city of Kursk

Gfakt - the number of drugs registered in the Russian Federation

CG = 19 / 26 = 0.73

2) Degree of renewal (Yo):

Uo \u003d m / Ao, where

M - the number of new drugs approved for use in the last 5 years in Kursk

Ao - the total number of drug names approved for use in the Russian market over the past 5 years

Analyzing the data on the assortment depth indicator, it should be noted that the obtained value is insufficient - almost a quarter of the drugs registered in the Russian Federation are not represented. As for the "novelty" of the drug, the picture is similar, drugs registered in 2011 are not represented in the city at all.

Analyzing these indicators, it can be noted that the pharmaceutical market in Kursk does not have the full variety and number of dosage forms for drugs based on oxacillin - the most common LF - tablets, as well as the latest drugs are missing.

CONCLUSION

In this course work, the following studies were carried out:

1. The theoretical foundations of marketing research have been studied, from which it can be seen that they play important role in pharmaceutical activity.

2. We also found out that today the main and most effective methods for analyzing the range of medicines are: ABC analysis, XYZ analysis and combined ABC / XYZ analysis.

3. Oxacillin is a bactericidal antibiotic from the group of semi-synthetic penicillins, resistant to the action of penicillinase. Active against gram-positive microorganisms. It is used for infectious diseases.

4. The analysis of the range of the medicinal product based on the INN oxacillin was carried out, the tables show that the pharmaceutical market is represented by 18 trade names (Table 1), of which 16 trade names (88.89%) are domestically produced and only 2 trade names (11 ,eleven%) imported production(Table 4)

The assortment of the medicinal product was analyzed by composition and it was determined that 6 items (33.33%) are mono drugs and 12 items (66.67%) are combined drugs (Table 2).

Further, it was determined that on the pharmaceutical market, INN oxacillin is produced in the form of powders for preparing a solution for intravenous and intramuscular injection, these are 6 trade names (33.33%), powder for preparing a solution for intramuscular injection is also 6 items (33.33%) , in the form of tablets 1 trade name (5.56%) and in the form of capsules - 5 trade names (27.78%). The results are presented in table 3.

On the final stage we calculated the renewal index of the assortment of the drug for the last 5 years, it was 0.67, which is a rather low indicator.

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Attachment 1

The range of medicines offered on the market based on INN Oxacillin:

№ p / p Trade name DozirovkaSostavLekarstvennaya formaStranaFirmaRegistratsionny nomerNali-Chie in pharmacies g.KurskaMono preparatKombinirovanny 1Oksatsillin500 mgOksatsillina sodium monohydrate ______ powder for solution for intravenous and intramuscular vvedeniyaRossiyaBiosintez of P N000394 / 01 29.12.2006 +250 mg2Oksamsar375 mg + 125 mg _____ Ampicillin sodium, oxacillin sodium solporoshok For the preparation of a solution for intramuscular Introduction Soldincing Biochemist OJSC P N002766 / 01 08.29.2008-RANCLAV250 MG + 125 mg _____ Amoxicillin, Clawulanic Acidatakers Covered sheathing of the N013099 / 01 27.07.2011-500 mg + 125 mg4 Sodium-sodium 667 mg + 333 mg _____ ampicillin sodium, oxacillin sodium nodium for preparation of a solution for intravenous and intramuscular administrationRussiaSintez OAOLSR-004808/10 27.05.2010+5Oxamp-sodium333.5 mg+166.5 mg 133.4 mg+66.6 mg_____Ampicillin sodium, oxacillin sodiumpowder for solution preparation for intravenous Ewen and intramuscular vvedeniyaRossiyaSintez OAOR N002576 / 01 + 26.05.2008 6Oksatsillin500 mgOksatsillina sodium ______ powder for solution for intramuscular vvedeniyaRossiyaBiohimik OAOR N002184 / 01-2003 25.12.2008 + 7Ampitsillin, Oxacillin-Borimed125 mg + 125 mg _____ Ampicillin trihydrate, oxacillin natriyakapsulyRespublika BelarusBorisovsky plant medicines RUPP N010963 23.09.2005 + 8Oksamp125 mg + 125 mg _____ Ampicillin trihydrate, oxacillin natriyakapsulyRossiyaSintez OAOR N002258 / 01 22.10.2008-9Oksatsillin500 mgOksatsillina sodium ______ powder for solution for intravenous and intramuscular vvedeniyaRossiyaSintez OAOR N000067 / 18.09.2008-250 mg10Oksampitsin125 03 mg + 125 mg _____ Ampicillin trihydrate oxacillin sodium capsules Russia Shchelkovsky Vitamin Plant JSCOR N003524/01 06/17/2004 + 11 Ampiox 0.125 mg + 0.125 mg______ __ Ampicillin sodium, oxacillin sodium powder for solution for intravenous and intramuscular injection Russia Bryntsalov-A ZAOR N000315/01 13.10.2008 + 133.4 mg + 66.6 mg13 Ampiox-sodium 333.5 mg + 166.5 mg _____ Ampicillin sodium, oxacillin sodium powder for solution for intramuscular administration ZAO Russia N00-A1 Bryntsalov /02 13.10.2008 + 133.4 mg + 66.6 mg 14 Oxacillin 500 mg Oxacillin sodium ______ powder for solution for intramuscular administration Russia Kraspharma OAOR N000238/01 13. 08.2007 + mg15Oksamp-natriy667 250 mg + 333 mg _____ Ampicillin sodium, oxacillin natriyaporoshok for solution for intramuscular vvedeniyaRossiyaSintez OAOLSR-006432 / 11.08.2008 + 08 + 16Ampitsillin Oksatsillin125 mg + 125 mg _____ Ampicillin trihydrate, oxacillin natriyakapsulyRossiyaAkrihin CPC OAOR N003733 / 01 10.11.2004-17Oksatsillin500 mg 250 mg Oxacillin sodium salt ______ powder for solution for intramuscular injection Russia Sintez OAOLR N000067/01 09.11.2007+18 Oxacillin 1000 m g Oxacillin sodium salt ______ powder for solution preparation for intravenous and intramuscular injection Russia

Tags: Marketing analysis of the range of medicines based on oxacillin Diploma Marketing

Of course, a well-formed assortment of a pharmacy has a positive effect on the level of profit, affects the development of the point, allows you to form a circle of regular customers, and increases loyalty on their part. Moreover, it is also part of the marketing strategy, helping to increase the level of sales and providing an opportunity to withstand the high competition in the pharmaceutical field. Hence, if you are planning to enter this business, product line is the first thing you need to look into. This article describes five stages of assortment formation for different types pharmacies, the basic rules for displaying goods in a pharmacy and the minimum assortment for pharmacies, pharmacy points and kiosks.

How to form an assortment of a pharmacy?

Of course, there are certain categories of goods that are presented in all pharmacies without exception. But newcomers still face a difficult task. If large pharmacy chains can afford to experiment with the assortment, add new types of drugs, track sales statistics, form new assortment matrices for new outlets, then start-up entrepreneurs should choose the optimal assortment that will allow them to stand on the market and continue to develop their outlet. In order not to be mistaken in important choice, entrepreneurs should carefully read the information below and try to follow the recommendations presented, keeping the correct sequence, acting clearly and step by step.

The assortment of any pharmacy includes from 2000 different items of goods. It should also be emphasized that in recent years new product groups have appeared in the pharmaceutical industry, for example, dietary supplements, medical cosmetics, etc., which led to the expansion of the range. Consequently, every pharmacy owner faces a difficult task - you will need to select several thousand of the most popular items and exclude a huge number of drugs that you do not need.

In general, today there are several strategies for forming the assortment of a pharmacy, but there is simply no universal concept suitable for all points. Of course, the best assistant in this choice is experience. You can hire an experienced pharmacist who will immediately highlight the most hot goods, however after that you still have to adjust assortment matrix, take into account the requests of your customers, add new positions and get rid of unclaimed goods. It would seem that the prospect is not so frightening, however, if you initially form the wrong assortment, you will have to adjust it constantly, and this, in turn, means that you will lose customers, time and incur losses.

To avoid such mistakes, first of all, it is necessary to clearly define the stages of work. By following a clear sequence, acting thoughtfully, you can create a truly correct assortment. So, you need:

Type your pharmacy according to a number of parameters.
Define your target customer according to the point type.
Classify goods
Determine the amount of inventory.
Select the desired items and fill in the assortment matrix.

Typification of pharmacies

First of all, entrepreneurs need to clearly define the type of pharmacy. Only then will you be able to really form the assortment correctly. The number of parameters that affect the type of pharmacy can vary from five to twenty. Below you can find the most important of them.

1. Factors that determine the type of pharmacy and affect its assortment

Direction of activity	Finished drugs	Sell products purchased from manufacturers
	Manufacturing pharmacy	Manufacture prescription drugs and sell them
	Finished drugs + production	Purchase finished products from manufacturers and sell medicines own production
Types of organizations		The type of organization is a factor determining the range (each type of organization has the right to sell certain drugs)
	Pharmacy
	pharmacy kiosk
	pharmacy store
Types of pharmacies		Exists within the network
Types of pharmacies	Single	Private pharmacy
Pharmacy location		Pharmacy in mall
		On the first line of houses in places with high pedestrian traffic and not far from transport interchanges
	Residential area	In a residential area
	Countryside	In a village, a village, a village
	At the hospital	At or in the city hospital
Type of product display	Closed	All goods are placed in showcases, on shelves, etc., buyers do not have the opportunity to take the goods themselves
Type of product display	open	The buyer can take the goods and go to the checkout, or the pharmacy has both closed and open areas
Type of pharmacy, taking into account its turnover		Revenue from 5 million rubles per month
		Revenue from 2 to 5 million rubles per month
		Revenue up to 2 million rubles per month

Definition of the target buyer

The preferences of those customers who will come to your pharmacy most often will be the main factor influencing the assortment. As a rule, the portrait of the target buyer largely depends on the location of the outlet. Specialists distinguish several main locations of pharmacies:

Pharmacies in the shopping center;
Pharmacies on the busy streets of the city;
Pharmacies in residential areas.

Features of the assortment of pharmacies in shopping centers

Most often, a pharmacy in a shopping center is visited by people from 25 to 45 years old with an income above the average. In such pharmacies, the following categories of goods are much better sold:

Preparations for ARVI, influenza;
Contraceptives;
antidepressants;
vitamins;
Means for weight loss;
Cosmetical tools;
Allergy medications;
sedatives;
Solutions for lenses;
Preparations for potency.

Of course, there are other categories of goods in such pharmacies, but these groups are special, because their popularity among shopping center visitors is explained by the so-called “quality of life”. In other words, people who buy medicines in such centers have a fairly high income and can afford to buy expensive goods, but due to their age they still do not suffer from serious or chronic diseases. It should also be emphasized that parapharmaceutical products are especially popular in such pharmacies. This is due to the fact that often people visit outlets in the shopping center not to purchase a certain drug, but simply go to one of the sections of the shopping center.

Features of the assortment of a pharmacy on a city street

Such points are usually located on the most passing streets, where there are many shops, offices, transport interchange. These pharmacies usually go different people, but the bulk of the customer base is made up of buyers aged 20 to 50 years. Of course, pensioners also appear in them, but this happens much less frequently. Such a portrait leaves its mark on demand: for example, prescription drugs are most often bought in such pharmacies, which, in turn, indicates that targeted purchases are made at these points.

Features of the assortment of a pharmacy in a residential area

If the pharmacy is located in a residential, residential area, then in comparison with other points, the assortment should focus on the following categories of goods:

Medicines for chronic diseases;
Inexpensive drugs (usually analogues), cold remedies and painkillers;
Children's products.

This trend can be easily explained - people with average incomes, pensioners and children live in residential areas (expensive, elite areas are an exception). Of course, the presence in the assortment of a significant proportion of drugs for chronic diseases is due to the large number of elderly visitors, while the demand for children's products is explained by the fact that many mothers visit the pharmacy while walking with their children.

Goods classification

In order to form an assortment, you need to classify the goods. It should be noted that the specialized literature describes many variants of classifications according to various criteria, while there is simply no single, standard grouping principle. However, one of the best classifications is the Anatomical Therapeutic Chemical Classification (ATC), according to which the range of drugs is divided into the following groups:

In addition to the above product groups, the product range may also include some additional categories, for example, medical products, bioadditives, children's products; medical cosmetics, water, medical optics and equipment. Only after determining the classification and structure of the assortment, you can start creating an assortment matrix that will take into account the specifics of your pharmacy.

Filling the assortment matrix

There are many various ways creating an assortment for a pharmacy. Undoubtedly, one of the most popular of them is the adjustment of the reference, universal pharmacy assortment. In other words, the owner of a new pharmacy takes a balanced assortment as a basis and adapts it to the location of the outlet, his customer, the concept of his pharmacy, adding positions for which there is a high demand. However, this method also has its drawbacks. So, for example, the fact that the assortment of a pharmacy is formed simply from a list of standard products, and not taking into account various categories, can play a cruel joke on a business. Moreover, it cannot be denied that a certain product may be in demand in a reference pharmacy, while at a specific, specific point, it may simply remain on the shelves.

Traditionally, it is believed that the most correct and universal way of forming an assortment is “filling the box”. It allows not only to create a new, well-thought-out assortment, but also to improve the old one. To use this method, you need to present your point as a large closet, which consists of a large number of boxes, which are the product categories.

Each of them has its own characteristics, ranging from width and depth to consistency. The box is not unlimited - it can only include a certain number of items, which must be determined in accordance with the characteristics of the pharmacy itself: more area, location, customer profile, etc., as well as the budget.

In general, each such box should contain the following goods:

Mandatory assortment goods;
Products that are best sold in this particular pharmacy;
branded products;
Seasonal goods.

Moreover, such a box should contain drugs from different price categories - this will attract people with different income levels. At the same time, each product must undergo a kind of check - you must answer the question: “Why exactly was it included in the pharmacy cabinet?”

Rules for displaying goods in a pharmacy

Given the huge competition, pharmacy owners strive to follow the rules of merchandising in order to attract customers and increase demand for the goods presented. Much in the rules for displaying pharmacies' goods was borrowed from department stores, but they still have their own, pronounced specifics. In order for the layout and design of the pharmacy to really benefit the business, entrepreneurs need to follow fairly simple, but effective advice, each of which is detailed below.

Divide the pharmacy space into clear zones, including:

1) zone of seasonal goods and promotional materials;
2) a healthy lifestyle (vitamins, sports and healthy nutrition);
3) over-the-counter drugs (within this area they are grouped by use);
4) traditional medicine zone;
5) zone of motherhood;
6) a zone for business people (preparations for vision, massage devices, sedatives, anti-stress agents, preparations to increase efficiency);
7) area of cosmetics;
8) checkout area.

Try to evoke positive emotions even at the entrance to the pharmacy. Merchandisers note that the following trend is currently being observed in society: people have begun to actively strive for a healthy lifestyle, monitor the state of their body and, of course, their appearance. This greatly increases interest in over-the-counter health products and medical cosmetics. That is why such goods can be placed in the most prominent places - shelves and racks. This will help maintain the illusion that both health and beauty are achieved not through hard work, but only with the help of a properly selected complex of vitamins and cosmetics.
Pay attention to the color scheme of the pharmacy. In pharmacies, it is not uncommon to see light-colored shelves in golden hues, green and blue color accents, which are designed to evoke the most direct association with health and well-being.
Try to buy light equipment, so the room will look more spacious. So, you can purchase semi-circular sections that will give the impression of free movement. If you are not planning to make shopping room thus, be aware that several of these sections may be used for seasonal produce.
Place pharmacy departments and product groups in a way that evokes pleasant emotions. In the foreground, it is worth laying out products that promise the consumer instant, noticeable and bright improvements. Prescription drugs, on the other hand, can be placed in the most inconspicuous places. The same applies to products of passive demand, a reminder of which can spoil the visitor's mood, including, for example, medicines for serious illnesses, care products for seriously ill people, etc.
Try to make navigation as clear as possible, and zoning obvious.
Place catchy signs above each area of the hall and above each group of goods.
If your pharmacy is frequented by working people Buying over-the-counter drugs, it is worth highlighting the section with anti-stress and sedatives. Moreover, if your point is in business district city, it makes sense to create a special, office zone, where remedies for fatigue, colds, voice restoration, etc. will be sold.
Care products can be placed in different ways, depending on their price. It is better to place expensive products in blocks, in one, clearly defined place (it is desirable that it be away from the main groups of goods). It is better to lay out cheap goods and products of the middle price category according to their intended purpose, so that the visitor can clearly see the entire product range: shampoos, balms and masks, skin care products, etc.
In a pharmacy, one should not blindly follow the price rule: expensive products are above eye level, cheap ones are lower. Although in general this rule is valid for all outlets, it should be remembered that, in general, the goods in the pharmacy are small in size. Consequently, some medicines will not be visible on the upper shelves. In this case, it is more reasonable to be guided by the demand for the product, its profitability. If the product is expensive, but sells well, it should be placed at eye level. If you open a counter-type pharmacy, hot items should be placed near the first store. However, it is important not to overdo it - if you display a lot of expensive goods exactly at eye level, visitors will perceive your outlet as an expensive pharmacy.
If you open a pharmaceutical market, it is better to place large, cheap goods on the lower shelves, for example, shampoos, pastes, pads. Even if there are no similar products in your assortment, do not lay out expensive goods at the bottom - in this case, it is better to store stock there.
With an open display, price tags should not be fixed on the packaging- they must be on the price tag strip, as well as in the supermarket;
In pharmacies with an open display, it is also not worth laying out the goods of one company in one row.
If the area allows you, use the classic duplication rule- placement of several units of the same product side by side. If the area of your pharmacy is small, this rule can be omitted.
If you sell cosmetics, packages of which contain inscriptions only on foreign language, make sure that the buyer understands what kind of product he is looking at.
The seasonal layout should be visible even from the entrance. Such products are bought impulsively, which means that everything possible must be done so that every visitor pays attention to it.

The minimum assortment of a pharmacy

There is a list of drugs that should be in every pharmacy, as well as in every pharmacy kiosk and point - "List of vital and essential drugs" (VED). It should be emphasized that this list is updated annually, which, however, does not mean that the government will necessarily make changes to it. So, for example, the list of drugs in 2017 repeats the list approved in 2016.

The range of any pharmacy (finished dosage forms and production) this year must include the following drugs:

Ranitidine;
Famotodin;
Omeprazole;
Bismuth tripotassium dicitrate;
Drotaverine;
Bisacodyl;
Sennosides A and B;
Loperamide;
Bifidobacterium bifidum;
Pancreatin;
Vitamin C;
Isosorbide dinitrate;
Isosorbide mononitrate;
Nitroglycerine;
Hydrochlorothiazide;
Furosemide;
Spironolactone;
Atenolol;
Nifedipine;
Verapamil;
Captopril;
Enalapril;
Losartan;
Atorvastatin;
Clotrimazole;
Hydrocortisone;
Dexamethasone;
doxycycline;
Chloramphenicol;
Amoxicillin;
Co-trimoxazole;
Ciprofloxacin;
Acyclovir;
Oseltamivir;
Kagocel;
Umifenovir;
Diclofenac;
ibuprofen;
Acetylsalicylic acid;
Paracetamol;
Salbutamol;
Beclomethasone;
Aminophylline;
Acetylcysteine;
Chloropyramine;
Loratadine;
Tetracycline;
Pilocarpine;
Timolol.

The range of pharmacy points, IP kiosks with a license should include:

Bismuth tripotassium dicitrate;
Drotaverine;
Bisacodyl;
Sennosides A and B;
Loperamide;
Bifidobacterium bifidum;
Pancreatin;
Vitamin C;
Nitroglycerine;
Clotrimazole;
Hydrocortisone;
Kagocel;
Umifenovir;
Diclofenac;
ibuprofen;
Acetylsalicylic acid;
Paracetamol;
Acetylcysteine;
Loratadine;
Tetracycline.

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Introduction

Relevance of the topic: The product range of a pharmaceutical organization is of great socio-economic importance, since its quality determines the completeness of satisfaction of consumer demand and the level of trade services for market entities. A rationally formed assortment accelerates the turnover of the commodity mass and increases the efficiency of the enterprise. Thus, the product range must be studied in order to meet consumer demand, attract new customers, increase profits and increase competitiveness. pharmacy organization.

Currently, due to environmental degradation and climate change, the incidence of respiratory diseases in our country has increased, and as a result, the demand for intranasal preparations has increased. This group medicines occupies a significant part of the assortment and is in high demand, especially in the autumn-winter period, when diseases such as rhinitis and SARS are widespread, that is, there is a peak in incidence.

Thus, a properly formed assortment of intranasal drugs in a pharmacy that meets all the requirements of consumers can bring huge profits to a pharmacy organization, which is especially important in the conditions of high competition among pharmacy organizations that we are currently seeing.

The general foundations for the study of assortment policy were laid by: Skripkina A.V., Kotler F., G.L. Azreva, K. Bowman, A. Weissman, A.P. Gradov, JI.M. Putyatin and others. However, no one has yet studied consumer preferences in the Stolichki pharmacy chain, so this topic is relevant.

Purpose: optimization of the range of intranasal drugs in the network of pharmacies "Stolichki".

Research objectives:

Conduct a content analysis of literary sources devoted to the analysis of the range of drugs.

Give general characteristics intranasal drugs.

To study the range of intranasal drugs in the network of pharmacies "Stolichki".

Compare prices for intranasal drugs used for rhinitis in pharmacies of the Stolichki chain with the price corridor of Moscow pharmacies.

Research methods:

Retrospective analysis

Graphic

Main partChapter 1. Assortment policy of pharmacy organizations

Pharmacy assortment

The word "assortment" is borrowed from French, where assortiment comes from assortir - "select, sort, harmonize" (from sort - "sort"). In Russian, the word "assortment" became widespread from the middle of the 19th century, and it became known a little earlier - at the beginning of the 19th century.

Based on the meaning of the word "assortment", we will define the concept of assortment of a pharmacy organization:

The assortment of a pharmacy organization is a set of medicines and other medical (pharmacy) products, formed according to certain criteria.

Each pharmacy retailer must create its optimal assortment of drugs in order to maximize the profit received from sales. She should correctly allocate her financial resources, relatively speaking, she needs to choose: to purchase a large number of cheap drugs or several expensive packages.

There are several stages of work with the assortment: planning, formation and management.

Assortment planning

Assortment planning is the process of identifying promising trade names that will fill the assortment portfolio, meet the needs of consumers and provide a profitable pharmacy business.

In his article, Lysak Y. considers an integrated approach to assortment planning and indicates the following factors that should be considered when planning:

sales volume of each heading or a certain group of goods;

features of the organization of the work of the pharmacy itself;

location features;

customer needs and preferences;

Also, Lysak Yu. in his work indicates such a method of planning changes in the assortment as defect analysis. This method allows you to identify the demand for missing medicines by fixing the demand in the accounting system or on hard copy. But this method has a significant drawback: the data can be distorted due to an insufficient defect tracking system.

1.2. Formation of the assortment of the pharmacy organization

The process of forming the assortment of a pharmacy organization can be divided into the following stages:

1. Carrying out market research (estimating the level of morbidity of the population; determining the demand for medicines and non-drug assortment; conducting an expert assessment of medicines; assessing and determining consumer preferences; calculating the approximate number of beneficiary consumers; assessing competitors);

2. Taking into account the regulatory framework in force in the Russian Federation (trade rules; approved lists of drugs; categories of medicines dispensed; restrictions on the dispensing of certain drugs (for example, tightening the dispensing of a number of drugs that were previously dispensed without a prescription since 2017); rules for free and reduced holidays);

3. Direct assortment formation (the list of main pharmacotherapeutic groups (PG) is determined; then PG are distributed depending on demand; the number of positions in each PG is determined; a list of drugs for a particular pharmacy is developed);

4. The economic indicators of the formed assortment are calculated (calculated specific gravity the volume of sales of individual groups and product names; the share of income by pharmacotherapeutic groups is determined; the speed of drug movement is calculated; indicators of commodity stocks are estimated);

5. The indicators of financial and economic activity are evaluated, primarily turnover and profit;

6. Based on the results of financial and economic activities, decisions are made on the pharmacy assortment (if necessary, the assortment is analyzed in terms of its width, depth, saturation and comparability).

At first glance, it seems that you need to increase the number of trade units, expand the range, but this is not always the case. Certain factors should be taken into account when forming the assortment.

In his article, Satler V.V. highlights the criteria to which attention should be paid when forming the assortment. Among them, one can single out the criteria that a pharmacy can influence when planning and forming an assortment, and which it cannot. [17]

Tables 1. Criteria that are taken into account when forming the range.

We can influence

We can't influence

Trends in the development of the pharmaceutical and pharmacy market;

Demand for medicines;

Economic indicators of the range: the share of the volume of sales of individual pharmacotherapeutic groups and names; the share of income by group and by individual assortment positions; drug movement speed.

Mandatory minimum assortment of medicines for pharmacies;

List of non-prescription medicines;

Morbidity of the population (its level);

Income level (purchasing power) of consumers;

Therapeutic efficacy of drugs;

Competitiveness of medicines;

Pharmacoeconomic evaluation of drugs.

In my opinion, the most important criteria are: the demand for drugs, the speed of movement of the drug and the profitability of their sale.

Also, when starting work on the formation of the assortment, it is necessary to take into account certain factors that can influence this process.

The factors influencing the formation of the assortment are divided into general and specific.

General factors - factors that do not depend on the specific working conditions of the pharmacy organization; These include: consumer demand and production of goods.

Specific factors - factors that reflect the specific working conditions of the pharmacy organization. These include the following factors, which can be divided into: factors that we can control when forming the assortment and which we cannot influence.

Table 2. Factors influencing the formation of the range.

We can influence

We can't influence

the size of the pharmacy organization;

type and type of pharmacy;

pharmacy specialization;

terms of supply and logistics;

technical equipment of the pharmacy;

number of suppliers;

the degree of renewal of the product range;

the presence of direct competitors in the area of activity of this pharmacy, the number and composition of the population served, the qualifications of employees;

characteristic diseases for the pharmacy area;

the presence of medical organizations in the pharmacy service area;

demographics of the region;

economic factors (vital and essential drugs, possible trade markups, tax intensity, etc.);

information circulation in the "patient-doctor-pharmacy" system.

I also think that it is necessary to take into account whether the pharmacy is a network or a single one, and what form of display of goods: open, closed or mixed.

1.3. Assortment management

Product assortment management is the activity of forming, maintaining and improving the assortment of goods in order to ensure the profitability of trade.

Marketers usually distinguish the following main points of assortment management:

Formation of the assortment;

Establishing the level of requirements according to its characteristics - breadth, depth, richness and harmony.

Latitude is characterized by the number of assortment groups that make up the product range of the pharmacy organization. For example, if a pharmacy sells medicines and optics, then the breadth of its assortment is two.

1.3.1. The main characteristics of the product range

The depth is determined by the number of assortment items in each assortment group. In a pharmacy, it is characterized by a variety of dosages, concentrations, packaging of one name of the drug. That is, when we have in our assortment not just an ampoule solution of analgin, but in different concentrations, different packaging and dosages registered in State Register medicines, the depth of such an assortment is satisfactory. On the one hand, a deep assortment allows you to meet the needs of consumers as much as possible and makes it possible to offer them a wide range of prices, which increases the competitiveness of the pharmacy, but on the other hand, a large amount of money is needed to maintain such an assortment, that is, a deep assortment increases the costs of a pharmaceutical organization.

Saturation is the number of positions in all assortment groups of goods. The saturation of the pharmacy organization with goods depends on the growth in demand, high profitability of goods, the introduction of new competitive medicines and medical products on the market. At present, due to state program import substitution is a constant saturation of the pharmaceutical market with new drugs.

Harmony is characterized by the degree of interchangeability of goods of various assortment groups in terms of their purpose, requirements for the organization of production, promotion on the market and use.

2. Content analysis Russian market intranasal drugs used in rhinitis

Rhinitis or inflammation syndrome of the nasal mucosa may have an allergic or non-allergic, infectious, etiology. Approximately 50% of the adult population suffers from bacterial or viral rhinitis. An even higher incidence is observed in children. The prevalence of allergic rhinitis in different countries of the world is 4-32%, in Russia - 10-24%. Allergic rhinitis is often associated with bronchial asthma, 55-85% of patients with bronchial asthma report symptoms of allergic rhinitis. Currently, various groups of drugs are used in the complex therapy of rhinitis, among which selective α2-adrenomimetic drugs for intranasal administration occupy a special place. This pharmacological group is used to relieve the symptoms of the disease, providing a local vasoconstrictor effect and relieving swelling of the nasal mucosa.

Based on the statistical data, we can conclude that a fairly large number of people of different age groups are interested in buying drugs from the assortment group we are studying. It should also be noted that for the most part, intranasal drugs used for rhinitis are classified as OTC drugs (over-the-counter drugs), which makes them more accessible to the consumer.

Currently, 232 drugs are registered in Russia that have α 2 -adrenomimetic activity and are used for rhinitis of various etiologies. At the same time, only 7 international generic names of this group are registered on the Russian pharmaceutical market. And only one INN is included in the VED list - xylometazoline.

Figure 1 - The structure of the INN of selective α2-adrenomimetic

by number of trade names.

The leading position in the Russian pharmaceutical market in terms of the number of registered trade names is occupied by drugs with INN xylometazoline (57%), oxymetazoline (24%) and naphazoline (9%). The remaining INNs range from 1% to 4%. [rice. one]

According to the number of active substances in the drug, the market for α 2 -adrenergic agonists is divided into single drugs and combined drugs:

Figure 2 - The structure of the Russian market of selective α2-adrenomimetic drugs used in the treatment of rhinitis by the number of active substances.

Most of the drugs belonging to the group of α 2 -adrenergic agonists are monopreparations (93%) and only 7% are combined drugs. [rice. 2]

Intranasal drugs are available in three dosage forms, drops, sprays and nasal gels. In the diagram below, we can see what share of the pharmaceutical market this or that form occupies:

Figure 3 - The structure of the Russian market of selective α2-adrenomimetic drugs used in the treatment of rhinitis by dosage form.

Thus, based on the diagram data, we can conclude that half of the drugs included in the study group are available in the form of a nasal spray (50%). Slightly less, namely 44%, are presented in the form of nasal drops, and gels account for only 6%.

Figure 4 - The structure of the Russian market of selective α 2-adrenomimetic drugs used in the treatment of rhinitis by country of production.

Russia is the leader of the Russian market of intranasal drugs by country of origin (50%). The second place is occupied by Germany (15%). The rest of the countries make up from 1 to 4%. [rice. 4]

CHAPTER 2. ANALYSIS OF THE RANGE OF INTRANASAL DRUGS IN THE NETWORK OF PHARMACIES "STOLICHKI"

Pharmacy "Stolichki" refers to social network pharmacies and is very popular among the population. The range of intranasal drugs used in rhinitis is represented by 87 trade names, which is approximately 38% of the range of the Russian market for this group of drugs. Of the 7 INNs, only 5 are available in the pharmacy: xylometazoline, oxymetazoline, naphazoline, xylometazoline + dexapentanol and xylometazoline + ipratropium bromide. As we found out earlier, these drugs occupy a leading position in terms of the number of trade names on the Russian market.

Figure 5 - The structure of the INN of selective α2-adrenomimetic

drugs used in the treatment of rhinitis

by the number of trade names in the network of pharmacies "Stolichki".

The first place in terms of the number of trade names is occupied by xylometazoline (56%), the second is naphazoline (19%), the third is oxymetazoline (15%), the fourth is occupied by the combined drug xylometazoline + ipratropium bromide (8%) and the fifth place is xylometazoline + desapentanol (2 %). [rice. five]

In the network of pharmacies "Stolichki" intranasal drugs are presented in three dosage forms: drops, sprays and gels.

Figure 6 - the structure of selective α2-adrenomimetic drugs used in the treatment of rhinitis in the network of pharmacies "Stolichki" according to the release forms.

More than half of the assortment of intranasal drugs in the Stolichki pharmacy chain is occupied by sprays (58%), slightly less by drops (40%), and gels account for only 2%. Compared to the Russian market, there are more gels registered than are present in the pharmacy assortment. [fig.6]

Figure 7 - the structure of selective α2-adrenomimetic drugs used in the treatment of rhinitis in the network of pharmacies "Stolichki" by country of origin.

The network of pharmacies "Stolichki" contains drugs from 11 and 16 registered countries of origin. The leading position is occupied by Russia (35%), the second place is Germany (23%), the third - France (9%). The rest of the countries make up from 1 to 7%.

Table 3. Intranasal drugs used in rhinitis of various etiologies.

Name	Prices in pharmacies in Moscow		Prices in the network of pharmacies "Stolichki"
Name	minimum price	maximum price		minimum price	maximum price
Snoop spray naz. 0.05% 15ml
Tizin Classic spray called. 0.1% 10ml
Afrin spray called. 0.05% 15ml
Sanorin spray naz. 0.1% 10ml
Otrivin spray naz. 0.1% 10ml
Otrivin spray naz. 0.1% 10ml (menthol-eucalyptus)
Rinostop spray naz. 0.1% 15ml
Nazivin spray called. 0.05% 10ml
For nose spray naz. 0.1% 10ml
Rhinonorm spray naz. 0.1% 20ml

Thus, based on the data obtained, we can conclude that the Stolichki pharmacy chain does not have the lowest prices for intranasal drugs used for rhinitis of various etiologies, but they do not reach the maximum threshold, remaining at an average level.

conclusions

After analyzing the literature devoted to the analysis of the range of drugs, I came to the conclusion that each pharmacy retail organization should make its own optimal assortment of drugs, based on the factors of its planning and formation.

Currently, 232 intranasal drugs are registered in the Russian Federation, used for rhinitis of various etiologies. Most of them are monopreparations (93%). The leader in terms of the number of registered trade names is xylometazoline (57%). The dominant dosage form is the nasal spray form (50%). 50% of the Russian market is occupied by domestic drugs.

In the network of pharmacies "Stolichki" the assortment of intranasal drugs used in rhinitis is represented by 87 trade names, which is approximately 38% of the assortment of the Russian market of drugs in this group. In terms of the number of trade names, the drug with INN xylometazoline is the leader (56%). More than half of the range of intranasal drugs is occupied by drugs in the form of nasal sprays (58%). The network of pharmacies "Stolichki" contains drugs from 11 and 16 registered countries of origin, the leading position is occupied by Russia (35%).

A study of prices for a range of intranasal drugs used for rhinitis of various etiologies showed that the Stolichki pharmacy chains have an average price level compared to Moscow pharmacies.

The network of pharmacies "Stolichki" should expand the range of intranasal drugs by including new trade names, and it is also necessary to follow the latest pharmaceutical market.

Bibliography

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3.3. Marketing analysis of the assortment of a pharmacy organization.

In the process of selling medicines, pharmacy organizations pay attention to the analysis of the range of drugs sold, carried out periodically, taking into account factors such as: profitability; seasonality; availability of goods in stock; speed of sales; other factors.

When analyzing the assortment, the ABC analysis method is used, in which the aggregates of goods according to the selected criteria (usually two) are classified into three groups - A, B and C. This allows you to highlight priority areas and medicines in the assortment, which should be addressed. special attention of sales staff. Evaluation criteria can be varied and depend on the goal that the pharmacy sets for itself.

The criteria for the analysis of the assortment can be:

the volume of sales of medicines, the amount of profit from the sale and the cost of promoting these drugs;

pharmacotherapeutic group of the drug.

ABC analysis is one of the variants of mathematical and statistical methods of analysis used to study the frequency of certain economic phenomena and facts. Its synonyms are initial analysis, the 80/20 rule, and the Pareto principle. With this method, the existing population is classified or distributed according to selected criteria into three groups, namely A, B and C. This classification simultaneously shows the rank and allows you to highlight the main points that are especially important for targeted management activities. Typically, two criteria are used. They can be different:

on the one hand, the number of positions of medicines, pharmacies, suppliers, etc.;

on the other hand, turnover, inventory value, drug consumption, costs, income, etc.

The development of ABC analysis is its combination with XYZ analysis, based on the same principles as ABC analysis. This takes into account three criteria, one of which in most cases is determined in terms of time.

As an example, it is necessary to find out which pharmacotherapeutic group of drugs provides the largest sales volume or profit. Based on the results of applying the ABC analysis method:

10% of all items in the assortment (group A) provide 80% of the turnover;

15% of the assortment (group B) give 15% of the turnover;

the remaining 75% of the range is only 5% of the total turnover;

25% of the company's assortment (group A and B) provide 95% of the company's turnover.

Thus, those positions in the assortment (pharmacotherapeutic groups and dosage forms) are determined, on which the main work should be concentrated and which are the main ones in the training of sales personnel (in addition, companies use the results of this analysis when planning production, determining the procurement strategy and optimal stocks of pharmaceutical products in the warehouse).

VEN-analysis, carried out in parallel with the ABC-analysis, allows you to determine the priority groups of drugs in accordance with the division into vital (Vital, V), necessary (Essential, E) and minor (Non-essential, N).

Vital (V) - drugs that are necessary to save the patient's life (for example, thrombolytic agents), constantly necessary to maintain life (insulin, glucocorticosteroids), and drugs that, after stopping which, a withdrawal syndrome develops.

Essential drugs (E) are used to treat patients with less life-threatening diseases, minor (N) - for the treatment of non-life-threatening diseases, with unknown efficacy and used for symptomatic treatment.

Effective product portfolio management enables a pharmaceutical organization to:

reduce the number of sales lost due to the lack of necessary goods;

accelerate the turnover;

reduce surpluses of goods (optimize inventory);

reduce the risk of write-off of goods due to the expiration date;

minimize the total costs associated with inventory.

From a logistical point of view, inventory management is a balancing act between two mutually exclusive trends: reducing the total cost of holding inventory, and ensuring that there is sufficient inventory for trouble-free implementation. At the same time, an increase in inventory in terms of quality and quantity is advisable as long as economic effect exceeds the costs of maintaining additional reserves and diverting working capital.

To implement the assortment policy, it is necessary to constantly monitor inventory. It consists in counting the reserves available in a particular location, as well as in tracking the process of their increase or decrease. Accounting and analysis can be carried out manually or using computer technology. The main difference is in speed, accuracy and cost.

In order to implement the desired stock management policy, control procedures need to be developed. They must determine the frequency of checks, inventory levels, and comparison with inventory parameters, which in turn will affect the time and volume of reorders.

The development of the national pharmaceutical market shows that most pharmacies, unlike wholesale pharmaceutical companies, do not implement automated accounting and activity analysis systems due to the relatively high cost of information technology and computer technology, as well as the lack of motivation among the management and staff of pharmacies to use information systems.

The matrix projection of ABC and XYZ analyzes is nothing more than an analog model that allows you to make strategic decisions regarding the market policy of an enterprise from the "as is" state to the "how to be" state. At the same time, there is a cyclic relationship between these parameters (Fig. 7).

Rice. 7. Strategic decision-making model based on integrated ABC and XYZ analysis

The application of ABC-analysis is based on the assumption that a small part of the product range is a significant part of the turnover. When conducting this analysis, the goods sold by the company for the year (or another period) are distributed in order of decreasing their cost and the specific weight of the sale of each assortment position is calculated.

At the same time, class A can make up about 20% of the total number of assortment positions, which account for 80% of the turnover. Class B is almost 30% of drugs that provide almost 10% of the volume of goods sold. The remaining units of items with low turnover form class C. It makes up at least 10% of the turnover and 50% of the aggregate of analyzed positions. A graphical interpretation of the ABC analysis is shown in fig. 8. It should be noted that the indicated order of classification is not a dogma. Depending on the situation, you can leave other criteria (for example, for class A, they can be as follows - 8/80, 15/80, 10/70).

Rice. 8. Graphical interpretation of the ABC analysis of the product range

Another technique can be recommended for ABC analysis. The turnover of a pharmaceutical enterprise is divided by the total number of assortment positions of the goods sold, as a result of which an indicator of the average turnover per one position is obtained. After that, ranked commodity items, the amount of turnover of which is six times greater than average, are assigned to group A, less than six and more than two times - to group B, and less than two - to group C. The mathematical and graphical implementation of this technique is as follows:

where Cav- the average cost of one position of the ranked set of medicines;

The turnover of the analyzed population;

n- the number of assortment positions;

VA, VB And VC- classes A, B and C, respectively.

In parallel with the ABC analysis, it is necessary to carry out an XYZ analysis, the essence of which is the structuring of the consumption of pharmaceutical products by the factor of consumption stability and the possibility of its foresight. At the same time, the consumption of medicines from group X is almost stable, the variability is random (up to 20% monthly), the weekly predictability of consumption of a certain product is over 95%. Group Y is characterized by certain consumption trends (eg seasonality) or instability (consumption fluctuates between 20 and 50% monthly), weekly consumption predictability is at least 70%. Demand in the Z group is stochastic, consumption volatility reaches more than 50% monthly, weekly predictability is less than 70%.

The matrix image of the integrated ABC and XYZ analysis is presented in the table. Based on its data, the most important for the purchase are the composite cells with the parameters AX, AY, AZ, BX, BY and CX, since the annual or other period needs of most of them can be foreseen with statistical certainty. At the same time, the field AZ is included as an exception, due to its high cost, although it is characterized by stochastic consumption.

Table 7

Matrix projection of the integrated ABC and XYZ analysis of the turnover of a pharmaceutical enterprise

AX (high consumer value, high degree of forecast reliability due to consumption stability)	AY (high consumer cost, medium forecast reliability due to consumption volatility)	AZ (high consumer cost, low forecast reliability due to stochastic consumption)
BX (average consumer cost, high degree of forecast reliability due to consumption stability)	BY (average consumer cost, average forecast reliability due to consumption volatility)	BZ (average consumer cost, low forecast reliability due to stochastic consumption)
CX (low consumer cost, high forecast reliability due to consumption stability)	CY (low consumer cost, medium forecast reliability due to consumption volatility)	cz (low consumer cost, low forecast reliability due to stochastic consumption)

A similar integrated analysis should be carried out for stocks according to the inventory. Periodic comparison of the results of ABC and XYZ analysis of turnover and inventory will enable the pharmaceutical company to optimize inventory in an amount sufficient to effective implementation prevent overstocking and increase the risk of "freezing" working capital, as well as write-offs of goods due to the expiration date.

The use of two methods of analysis allows the formulary and therapeutic commissions of health facilities to obtain the necessary data to make a decision on the exclusion of certain drugs from the hospital formulary and supplement it with others, as well as information on the underuse or overuse of certain drugs.

The use of these methods is promising for both pharmacies and medical institutions, because:

1. ABC-analysis allows you to revise the structure of procurement of drugs at the expense of the budget in the direction of increasing the share of vital and necessary. It should be emphasized that such an analysis does not require significant financial costs and allows the medical institution to rationally use the available funds.

2. The results of the ABC analysis can be used both to determine the strategy for purchasing drugs and to form their optimal stocks in the warehouse. For example, for a group of drugs with a high stable sales rate, a high forecast accuracy is possible, which eliminates the need for large stocks in the warehouse. For a group of drugs, the sales rate of which varies depending on the season, it is advisable to periodically build stocks.

3. Firms engaged in small wholesale and retail, or wholesale companies, focused on this group of customers, should have a fairly wide range. It should include all pharmaceutical groups of drugs. The range of the company, focused on medium and large wholesale, is much narrower, so it is necessary to pay more attention to obtaining favorable conditions (discounts, deferred payments, etc.) from suppliers.

Expanding the range entails an increase in costs and, consequently, a decrease in profits. Therefore, the use in practice of such a tool as ABC analysis will allow you to choose from the whole variety of drugs only those that your customers need.

After choosing the assortment structure, product distribution channels and making a decision on the choice of the target customer, the company faces the task of building a product distribution system with which it will be possible to effectively deliver goods to consumers. Consequently,

there is a problem effective management commodity stocks. To manage inventory using logistics parameters, one method of ABC analysis is not enough.

Analysis of the speed of implementation of drugs.

In the pharmacy assortment, the share of goods with different sales speeds fluctuates:

Group I - goods with a high speed of sale make up 12–35% (average 22%);

Group II - with a moderate implementation rate - 25-45%;

Group III - with a low and unpredictable implementation rate - 40%.

Group III goods will be sold only partially, and the remaining part must be paid for by the pharmacy's own reserves, if any. In the absence of financial reserves, payment for the unsold mass of goods becomes impossible, which can lead to an increase in debt and refusals from suppliers in the subsequent interest-free commodity credit. The lower efficiency of the pharmacy when selling goods purchased on a loan does not require special evidence. However, even when purchasing goods only on a prepaid basis, a pharmacy may not ensure high efficiency in the use of its own working capital.

Therefore, it is necessary to consider alternative technologies for the formation of inventories and management of the pharmacy assortment, which would provide a more cost-effective operation of the enterprise.
Many managers of pharmacies, especially municipal ones, explain their commitment to the formation of a pharmacy assortment on the terms of deferred payments by the deficit of their own working capital, which in some cases encourages them to resort to obtaining a bank loan in addition to a commodity loan, and this further complicates financial position enterprises.

The other side of the problem lies in understanding the deficit of own working capital. It is necessary to note the absoluteness and relativity of this concept.

Any organization can constantly refer to the lack of funds. The needs of the enterprise, as well as the needs of the individual, always outstrip its capabilities. If today the pharmacy has no debt to creditors, then it may experience a shortage of funds for the technical re-equipment of the enterprise (purchase new technology for the production department, office equipment for automated accounting, analysis of financial and economic activity, automated accounting of the movement of goods within the pharmacy, etc.) or further expansion of the range, services, etc.

This is the absoluteness of the concept of “deficit of working capital”. It is obvious that economic entities of the market, just like people, lived, live and will always live in conditions of objectively limited opportunities, including financial ones. The absolute limitation (insufficiency) of resources for the simultaneous satisfaction of all the needs of the enterprise is constantly noted. At the same time, any enterprise also has some opportunities, some greater, others less, allowing them to release or raise funds (including on credit terms) for certain production and technological programs. It is important to make their involvement cost-effective and to obtain the greatest economic effect when using them. With limited financial resources especially acute is the problem of their effective use. Therefore, the concept and essence of the deficit of own working capital are relative, since resources may be sufficient to solve certain problems.

The main activity that generates income for a pharmacy is to provide the population and medical institutions with goods of a pharmacy assortment of their own production or finished products. Thanks to the full satisfaction of the demand of the population and medical institutions, pharmacy products are sold social function pharmacy, and making a profit that covers all costs and ensures its development (survivability) is a commercial task.

It is possible to single out the main components of the financial success of the pharmacy business:

Efficient use of own and borrowed working capital and increasing their turnover;

Increasing trade overlays while maintaining competitive prices;

Reducing the costs of the enterprise.

The revenue part of the pharmacy budget is almost entirely associated with the effective use of funds for the formation of a pharmacy assortment, inventory and the sale of goods.

On the other hand, minimizing the cost of maintaining inventory, eliminating defects, increasing turnover and profitability of funds spent are the basis for the successful operation of a pharmacy enterprise.

It is impossible to significantly increase the turnover of funds invested in the entire commodity mass of the pharmacy. However, it is possible to increase the turnover of funds invested in fast-selling goods, while reasonably reducing inventory. At the same time, it is impossible to speed up the turnover of funds when selling pharmacy assortment items sold in the amount of 1–3 packs per month. But this does not mean that they should not be included in the assortment, since the sale of even one package of expensive drugs can significantly affect the turnover and profit of a pharmacy.
For the effective use of own and borrowed working capital, a differentiated approach to the management of the pharmacy assortment and the rationing of commodity stocks is required, as well as a clear understanding of what product or service they are invested in and what return they give. Why is it necessary to structure the pharmacy assortment, and invest in those of its names that provide the greatest benefit.

Structuring of the pharmacy assortment.

ABC-analysis allows each pharmacy organization to identify the names of goods, on the sale of which the turnover and, accordingly, gross profit depend to the greatest extent. So, on the example of the activities of 14 pharmacies in Kursk and Belgorod, it was found that 23% of the total number of items account for 75% of the turnover, but if this mass is divided into 3 equal parts according to the impact on the turnover, then the first 23% of the turnover (group A1 ) provide 1.5–2% of the pharmacy assortment, the second 25% of the turnover already provides 6–8% and the third - 15–18% of the pharmacy assortment (NAA).

Group B, which also consists of 23% NAA, provides 15% of the turnover, and group C, which includes up to 50% NAA, only 10% of the turnover.
Thus, it is necessary to single out the names of the pharmacy assortment that have the greatest impact on the turnover. The attention of managers should be directed to the effective maintenance, first of all, of the names of groups A1, A2 and A3, since their absence can significantly affect the turnover, gross profit and final indicators of financial and economic activity.

ABC-analysis also allows a differentiated approach to pricing, since the gross profit and financial success of a pharmacy largely depend on trade overlays for group A drugs. A reduction in marketing overlays for Group A drugs would result in a significant reduction in gross margins.

Among the drugs of group A have:

The speed of implementation is high - 25-30%;

Moderate - 40-50%;

Slow and unpredictable - 25-35%.

In group B, only 2% of items have a high and 30-40% moderate speed of implementation.

For group C, high and moderate sales rates are typical for 2–3% and 15–25% of NAA, respectively, and the vast majority of goods (75%) have a slow and unpredictable sales rate.
The efficiency of the use of working capital (EIOS) also depends on the amount of inventory for individual items, since an increase in inventory leads to an increase in funds excluded from circulation, and a decrease in inventory naturally increases their turnover and contributes to the savings of funds invested in them.

Data on the influence of the structure of the NAA on the turnover and their speed of implementation can contribute to the targeted and efficient use of own and borrowed working capital.

* Prices are taken according to the Protek price list. Let's analyze the assortment using the example of five positions from the assortment that have different prices, share in turnover, different sales speeds, elasticity of demand and, therefore, marketing potential:

But - shpa;

Mezim forte;

Suprastin.

Which of these positions can give a greater return on investment and what possible losses will the pharmacy have in the event of a temporary or long-term absence of them in the assortment?

Under the formula for the formation of commodity stocks, we understand how many days the stock is formed and with what reserve. For example, with the formula 2 + 1 or 3 + 1, stocks are formed for 3 and 4 days, with a reserve for one day and with replenishment of stocks every 2 or 3 days.

To assess the possible (estimated) financial result from the investment of working capital, the coefficient of efficiency in the use of working capital (Keios) can be used, which is calculated by dividing the gross profit received from the sale of specific items to the amount of working capital attracted for its purchase (the cost of reserves).

Consider on specific example.

No-shpa - the share in the turnover is 1.2%, i.e., according to the impact on the turnover, it belongs to the A1 group; implementation speed - 0.18 (sold at a moderate speed - more than one package per week). At the same time, this name may be sold in quantities of one to three packs per day, and then may be unclaimed for one to two weeks or more. This name should be characterized as a name with a highly predictable demand (having a high elasticity of demand). Considering a significant share in the sales volume, the absence of this drug can significantly affect the turnover of the pharmacy, so it is advisable to form the stock according to the formula 6 + 6, i.e. 0.18 packs / day 6 days = 1.08 packs.

The stock should be at least two packs to minimize rejections and loss of sales. Based on the sales speed (0.18 packs/day), we can expect that the pharmacy will sell 5.4 packs per month on average. Mezim forte (tb. No. 20) - the share in the turnover is 0.61%, the speed of implementation is 7.54 packs / day. Thus, the drug mezim forte is included in group A1 in terms of its impact on turnover and belongs to group I in terms of sales speed, has a consistently high demand (low elasticity of demand). When forming inventory, you can use the formula 2 + 1 or 3 + 1, then 662 rubles will be required to purchase mezim forte for 3 days. With a markup of 25% from the sale of each package, the pharmacy will receive a gross profit of 7.31 rubles, and for the month - 1654 rubles. (7.54 pack x 30 days x 7.31 rubles).

In this case, Kaios will be 2.49 (1653: 662 rubles). On the example of mezim forte, we will present the efficiency of the use of working capital, depending on the formula for the formation of reserves.

When inventory is formed according to the 3 + 1 formula, this coefficient will be lower, since 882 rubles will already be required to purchase the drug for 4 days, and the gross profit will remain the same. When dividing the gross profit from the sale of mezim forte per month - 1653 rubles. for the initially attracted amount - we get a coefficient of 1.87 (1653: 882). It will be even lower when inventory is formed according to the formulas 7 + 1 and 14 + 2 (1764 rubles - the amount needed to purchase the drug for 8 days (7 days plus a reserve stock for one day), Keios = 1653: 1764 = 0, 94. When inventory is formed for 2 weeks and plus a reserve stock for 2 days, the gross profit remains the same, but 3528 rubles will be required for the purchase, and Kaios with this formula will be equal to 0.47, i.e., half as much as with the formula 7 + 1, and, respectively, 4 and 5.3 times lower than with the formulas 3 + 1 and 2 + 1. It follows that the reduction in stocks can significantly reduce the funds spent on the formation of the commodity mass, and significantly increase the efficiency use of working capital.

Enap - the share in the turnover is 0.04%, the sales speed is 1.93, therefore, in terms of the impact on the turnover, the drug belongs to group A3, and in terms of sales speed - to group I ( high speed implementation).

Cases of defect formation

Let's try to calculate the lost turnover and profit in cases of defects in the analyzed positions. It has been established that from the moment the defect is discovered to the moment the goods are received and delivered to the sales department, on average, it takes about a day. Therefore, we calculate the losses associated with defects by multiplying the number of packages sold per day by their price. If an item sells less than one pack per day, we consider that the loss is due to the failure of only one pack. If, due to absence, we refused the buyer to purchase one package of the six super-system, then, accordingly, we lost 2419 rubles. in trade and 484 rubles. in profit (with a 25% margin).

If there is a defect in Mezim Forte preparations, it is possible to close it within a day; in this case, the turnover may be lost, respectively, in the amount of 276; 17

Thus, losses in turnover and profits associated with failures are not comparable when selling these drugs. If we also calculate the operating costs associated with the acceptance of goods, pricing operations, accounting in accounting entries, placement of goods and their release, then the advantages of selling these drugs are obvious.

However, when attributing the profit received to the initially spent funds, the advantages of fast-selling goods are obvious. In this regard, it is necessary to ensure the defect-free sale of expensive pharmaceutical products, but with a shortage of working capital, it is desirable to receive them in the form of a commodity loan for a period close to the average sales speed.

The use for assessing the possible financial result from investing in a certain group or a separate name of goods from the Kenos pharmacy assortment, which largely depends on the speed of implementation and, in this regard, on the formula for the formation of inventory and with a markup on the product, allows us to give some recommendations on the formation pharmacy inventory. It should be considered inappropriate to order goods to a wholesaler:

All on the terms of a trade credit or all on the terms of an advance payment;

For the same period (3, 7, 14 days, etc.)

Receipt of goods on the terms of a commodity loan makes the pharmacy dependent on creditors. The purchase of all goods on a prepaid basis does not allow you to get the greatest return on invested funds, to ensure their highest turnover.

It is necessary to order and receive goods from the supplier in a differentiated way: fast-selling items - for 2, 3, 4 days, replenishing stocks daily, every other day or every 3 days.

It is advisable to order a product with a moderate sales speed (group II) according to the formula 7 + 1 (7 + 2), i.e., order initially for 8–9 days, replenishing them weekly. Slowly selling goods, as well as unpredictably sold goods (group III), should be ordered for 2-4 weeks. When moving to such technologies, it is necessary to change the stereotypes of working with suppliers, which requires separate consideration.
Thus, the analysis of the effectiveness of the use of working capital invested in various NAAs indicates significant differences in the final results. The pharmacy can get the highest return on investment from fast-selling goods if inventory is reduced to 2-3 days and the maximum possible sales overlays. When selling items that have a significant impact on turnover, but have unpredictable demand (high elasticity), the return on investment is much less than that obtained from fast-selling items.

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