Peculiarity of Pharmaceutical Marketing in Serbia

Frontiers in Public Health

Veselin Dickov¹ 

关键词: pharmaceutical market;    pharmaceutical industry;    pricing regulations;    strategic analysis;   

DOI  :  10.3389/fpubh.2015.00150

学科分类：卫生学

来源: Frontiers

【 摘 要 】

Major challenge for the Western Balkan pharmaceutical markets remains legal enforcement of measurable tender criteria (1) when submitting offers for supplying large healthcare centers. All of regional economies increased health spending rapidly over past two and a half decades. Nevertheless, constrained national drug budgets have led to the development of diverse resource allocation strategies (2). Public debate has created an impression that there is room for more active inclusion of marketing in generating strategic decisions at the company level (3). Focus on operative, daily duties may also be the result of the complex and difficult conditions in which the pharmaceutical industry functions in Serbia (4). This market is characterized by modest size, decent growth rates, and heavy domination of generics as compared to other Eastern European countries (5). Local industry balances between imposed legislative limitations, its own orientation to generating profit, and de facto present social and ethical factor. Value creation in domestic market is unified in synergetic effect of the product, pricing, distribution, and promotion (6). A superior competitive strategy must be sought at the enhanced product level, i.e., in the concept of value added, where companies on the market of Serbia are only making their first steps (7).

【 授权许可】

CC BY