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Quality and competitiveness of drugs. The quality of goods or services is one of the most important factors of successful business of any organization.
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The quality of goods or services is one of the most important factors of successful business of any organization. The quality of the product or products of medical purpose - a set of properties that provide medicines or medical products ability to satisfy consumer needs according to his purpose.
The quality of the product include such characteristics as: • • efficiency,• safety,• advantages over analog,• ease of application,• variety of doses and dosage forms,• frequency receiving,• speed of onset and duration of action, etc.
• The effectiveness of the product is in high prophylactic and therapeutic terms and in meeting the urgent needs of medicine.• Safety of the product - the degree of side effects (functional disorders, immune reactivity, teratogenic effects and reproductive ability, drug effects, etc.), their frequency, the benefit / risk when using this drug in comparison with drug-analogues.
Advantages over analogues - requires sophisticated comparison between benefits and risks resulting from the use of comparable drugs based on the following principles: • • a new drug has to be more effective than existing analogues;• with the same effectiveness of existing drug new medicinal product must have less pronounced side effects due to less toxicity and better perceptions;• combined therapy with a new drug should increase the efficiency of existing drugs, reducing or at least without increasing toxic effects;
The medicinal product is evaluated in terms of both properties, and in terms of price. Cost describes the availability of the product to the consumer and plays a relevant role in its competitiveness.
Quality of products of medical appointment is a system of characteristics: • • reliability• functionality• durability• maintainability,• economy,• design• ease of use and other consumer goods properties.
The most important mechanism of quality management is certification, which allows you to objectively assess and confirm its safety and customer efficiency. • Certification - an act by a certificate of conformity claims that this product (or service) meets the quality standards. • In Ukraine, you can import and sell only drugs registered with a certificate of quality, which issues the manufacturer. • It can be conducted voluntary certification of products, not included in approved list at the request of manufacturers.
The concept of competitive product • The competitiveness of the product - a combination of consumer properties of the product created during the development and production, which contributes to its fastest implementation in a particular market in a certain period of time under conditions different from drug-analogues: • degree of satisfaction of the consumer organization or individual consumer level and cost of its acquisition and use; • degree of awareness, accessibility and convenience of the consumer in its purchases and use, secured marketing and logistics activities.
Competitiveness - the notion of a complex which takes into account many parameters. • Competitiveness of the drug can be determined only by comparing it with other drugs-analogues. • To determine the competitiveness of the investigational product must first choose among market analogues basic option that best meets customer needs and with which compare the drug. • The quantify level of competitiveness is determined through indicators: individual, group and integral.
Trademarks, brands and packaging of medicines • Product brand - a name, title, symbol, picture, or a combination thereof, are intended to identify the goods or services from this seller and differentiate them from goods of competitors. • Mark - a trademark that is registered in the prescribed manner and has legal protection. • Trademark - is a special symbol of ownership that shows who has the exclusive right to use and dispose of this product and make profits, as well as duty in charge of supplying substandard products. It is a sign manufacturer's intellectual property, legal protection which is based on the Law of Ukraine "On Protection of Rights to Marks for Goods and Services".
Functions of Trademarks • make distinctions between drugs or medical devices; • facilitate identification of the drug; • guarantees high quality product; • provide information about the drug and its manufacturer; • advertising the drug; • enhance corporate spirit, causing a feeling of responsibility for the common cause "corporate patriotism"; • elevate the prestige of the product; • provide legal protection for medicines.
Brand of manufacturers, dealers and food -stamp franchise • Most branded goods entering the market with brand manufacturers, who have called nationwide brands. • These brands focus on a wide range of consumers and are the guarantor of quality. • Manufacturers expend significant resources to support their brand (control of quality, service, advertising, etc.), which leads to higher prices for branded goods. • Main objective - to increase the number of supporters of this brand.
Brands dealers (or private mark) • Contain the name of a famous wholesale or retail company. • It buys from medium and small producers not branded goods and puts them on their trademark. • For consumers who always buy from a given intermediary and trust him, dealer mark guarantees a certain level of quality regardless of who produced these products.
Franchise • The essence of it is that well-known big company - the franchisor based on the license transfer rights to sell their products and services to the company - franchisee, which is also has the right to use trademark of company - the franchisor, its corporate identity, know-how, goodwill and marketing technologies to a small independent company - the licensee. • Other uses credibility and consumer confidence in the well-known brands, but also assume greater responsibility for maintaining its authority.
• Franchising system is mutually beneficial to both parties for several reasons. • For the franchisor first, is an effective means of growth, without requiring investment funds. • The second advantage of such distribution network is a big motivation to small businesses on business development. • From the perspective franchisee to work under the guise of a network is a kind of guarantee of "survival" of business. • According to statistics, among independent producers, only 15% survive the first five years, while among franchised small businesses successfully developing every 7 to 8 companies.
In a Strategy of Group brands company uses one name for all its products • Groups most effective brand for specialized businesses by offering them the opportunity to create a single image and reduce costs for advertising, sales promotion. • Benefits of Group brands most clearly manifested in bringing to market new medical products by the company. Consumers will soon perceive the new drug since it came under a well-known brand, which they trust. The cost of advertising of the new medicine significantly reduces. • The main disadvantage of the strategy of group brands is that it virtually eliminates differentiated marketing efforts.
Strategy of poly brand approach involves the use of individual brands for each drug of the pharmaceutical company. • The advantage of this approach is the opportunity to attract different market segments. • However, the sharply rising cost of promoting a large number of brands, and new drugs do not gain benefits from the already famous name.
Combined approaches • Collective branded titles for certain product groups of medicines - "Coldrex pills", "Coldrex Hotrem-hot drink," "Coldrex Knight.“ • The combination of company name with individual brand name drug - such a strategy is chosen by pharmaceutical company "Darnitsa" (ointment "Prednikarb-Darnitsa"), the firm "Gedeon Richter" (ampoules "Vinblastine-Richter," pills "Ovidon-Richter").
Brands • Brand – is a steady idea of the trademark, its image in the minds of consumers. • In other words, the brand name well-known trademarks of a defined, formed position. • Brand - a broad concept that, in addition to trademark includes: drug itself, its characteristics, expectations, associations, perceived consumer information on consumer and promises certain benefits guaranteed by the owner of the brand to consumers.
"Branding" • The concept of "branding" - means the creation and brand management, is a technology that provides a comprehensive approach to a specific brand in order to achieve the objectives of its owner. • It can involve themselves in creating, strengthening, repositioning, renovation and change in stages of brand development, its expansion and deepening. • Branding - this is a special impression techniques that contribute to the overall image and attitude in the target segment of the pharmaceutical market for the brand.
Branding of products enables pharmaceutical companies: • Dedicate your medicines among others; • provide a drug "image"; • speed up and increase sales volumes; • accumulate in the brand money that are invested in advertising.
Packing goods The cost of packing an average is 10% of the goods. There are three kinds of packages: • The internal (primary) packaging - direct container of goods. • External (secondary) packaging - a design intended to protect the inner packaging. • Transport packaging - design, intended for packaging, storage, transportation of goods.
'Leaflet for a medicinal product "shall include: • name of the product; • general characteristics (chemical name, the basic physical and chemical properties, composition); • information about the pharmacological properties; • indications for use; • contraindications; • interaction with other drugs; • method of use and dose; • side effects; • preventive measures; • method of production; • conditions and shelf life; • dispensing conditions.
The functions of packaging: • provides an opportunity to collect the required amount and form of liquid, granular dosage forms; • protect the drug during transport and storage; • facilitates the use of drugs, possible re-use of certain types of packaging; • means of advertising and communication of pharmaceutical companies with the consumer: it shows the mark, indicates the contents and terms of use of the drug, through design creates an image of the producer; • made for specific groups of consumers, promote market segmentation; • is an important element in planning a new product, sometimes it is through the creation of a new package on the market there were new modified products (aerosol packaging pharmaceuticals and cosmetics, etc.).
Packing as a factor in marketing • Analysis shows that the importance of their social and economic functions, the cost of production and the degree of use of science and technology of industry in some countries put forward in the first series and in many ways defines some general performance of the national economy.
One of the most important appointments of packing is: • Preservingthe quantity and quality of production; • ensuring ease of handling, transportation in all modes of transport, • improve and facilitate the work associated with preservation of products in warehouses; • facilitate working conditions and productivity of wholesale and retail operations. • direct function of packaging is prevention the product from mechanical stress, damage and contamination.
Using the package there are some problems, among which are the following: • Excessive cost of packaging. • Contamination of the environment. • The degree of accuracy of information on the package.
