Beyond the Pill – relationship marketing strategy in the pharmaceutical market
DOI: 10.33917/mic-5.112.2023.39-47
The purpose of the study was to describe one of the forms of implementation of the relationship marketing strategy characteristic of the pharmaceutical industry – the Beyond the Pill strategy. The article describes the history of the strategy, the main forms of its implementation, defines the role of the Beyond the pill strategy in the era of digitalization and the transition of healthcare to a value-oriented approach, and provides an example of the implementation of the strategy in the Russian market. The features and conditions of the implementation of the relationship marketing strategy in the pharmaceutical market are highlighted. A system of balanced indicators is proposed to assess the effectiveness of the implementation of the strategy.
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