ABSTRACT:
Marketing research of the pharmaceutical market is the basis of any company's market activity, aimed at raising level of awareness and efficiency not only of individual marketing staff performance, but also senior management of company. The aim of this work is systematization and comprehensive exploration of the marketing research market in pharmacy in Ukraine. The objectives were to isolate the features of marketing research in pharmacy, identify current problems of researchers, analyze the activities of companies that specialize in marketing research in the pharmaceutical market, identify the main directions of research and development trends. For this purpose, the data of the Ukrainian Marketing Association, companies' websites, that carry out research on sectors of health protection, medicine, and pharmacy, has been analyzed. Companies are divided into two categories: those that specialize in pharmaceutical market research, and those with separate units where research of the pharmaceutical market is not the only area of activity. Also, companies could be divided by providing of quantitative research (assortment groups, prescription and non-prescription drugs, analysis of budget purchases in hospital segment, analysis of brands, analysis of companies market share, goods, manufacturers, wholesale and retail segment, etc.). and those who carry out qualitative market research (consumers, competitors, advertisements, activities, etc.). Results of studies allowed us to conclude that 11 companies are investigating the pharmaceutical market Ukraine, 5 of them specialize in pharmacy research. Main areas of research are related to market analytics, quantitative indicators, market players' market analysis.