DOI: 10.33917/es-4.196.2024.136-143

Competitive strategy of the company engaged in medical equipment in the B2G market is considered. The author analyzes the process of choosing a strategy for launching a new brand in conditions of high market competition — against the background of significant market monopolization and risks of the new competitors’ emergence. Driving forces of this market, regulation, target audiences and stakeholders are described.

References:

1. Kornienko D.A. Rynok rossiiskogo meditsinskogo oborudovaniya v period ekonomicheskikh sanktsii. Modernizatsiya rossiiskogo obshchestva i obrazovaniya: novye ekonomicheskie orientiry, strategii upravleniya, voprosy pravoprimeneniya i podgotovki kadrov [The Russian Medical Equipment Market During the Period of Economic Sanctions. Modernization of Russian Society and Education: New Economic Guidelines, Management Strategies, Law Enforcement Issues and Personnel Training]. Materialy XXIV Natsional’noi nauchnoi konferentsii (c mezhdunarodnym uchastiem). Taganrog, 2023. Tom I. Taganrog: Taganrogskij institut upravleniya i ekonomiki, 2023. pp. 412–429.

2.Kopylov M.A. Obespechenie ustoichivogo razvitiya rossiiskikh proizvoditelei medtekhniki v usloviyakh vneshne ekonomicheskikh sanktsii [Ensuring Sustainable Development of Russian Medical Equipment Manufacturers in the Context of Foreign Economic Sanctions]. Tsifrovizatsiya tekhnosfery: nauchnyi podkhod: Sbornik nauchnykh statei Natsional’noi nauchno-prakticheskoi konferentsii. Moskva: Rossiiskii tekhnologicheskii universitet, 2022. pp. 110–113.

3.Basil N. Stoma care: the market in products lets patients down. BMJ, 2013.

4.Simatov S.A. Problemy organizacii okazanija medicinskoj i reabilitacionnoj pomoshhi stomirovannym bol’nym na sovremennom jetape [Problems of the Organization of Medical and Rehabilitation Care for Stoma Patients at the Present Stage] // Vestnik medicinskogo instituta «REAVIZ». 2017. № 3. pp. 78–82.

5.Simatov S.A. Spornye i nereshennye voprosy okazanija pomoshhi stomirovannym pacientam v ambulatornyh uslovijah (obzor literatury) [Disputed and Unresolved Issues of Assistance to Stoma Patients in Outpatient Settings (a literature review)] / S.A. Simatov, M.Ju. Zasypkin, S.A. Stoljarov [et al.] // Vestnik medicinskogo instituta «REAVIZ». 2019. № 5. pp. 75–84.

6. Rasporyazhenie Pravitel’stva RF ot 22 noyabrya 2017 g. N 2599-r «O strategii razvitiya proizvodstva promyshlennoi produktsii reabilitatsionnoi napravlennosti do 2025 g.» [Order of the Government of the Russian Federation of November 22, 2017 No. 2599-r “On the Strategy for the Development of Industrial Production of Rehabilitation Products until 2025”]. Garant, available at: https://www.garant.ru/products/ipo/prime/doc/71719020/

7. Prikaz Ministerstva truda i sotsial’noi zashchity Rossiiskoi Federatsii ot 31.05.2023 № 482n «Ob utverzhdenii professional’nogo standarta «Pomoshchnik po ukhodu»» [Order of the Ministry of Labor and Social Protection of the Russian Federation dated May 31, 2023 No. 482n “On Approval of the Professional Standard Care Assistant”]. Garant, available at: https://www.garant.ru/products/ipo/prime/doc/407247740/

DOI: 10.33917/es-1.193.2024.132-137

The article describes the competitive strategy of a pharmaceutical company in the context of digitalization of society. It describes how the patient’s voice assistant allows the company to influence levels of demand, receive information about the behavior patterns of the target audience and increases the brand’s points of contact with the target audience. The technology of developing a voice assistant for the healthcare industry is presented, and mechanisms of influence on the target audience are described.

References:

1. Kovtyukh G.S. Osnovnye tendentsii razvitiya farmatsevticheskogo rynka v Rossii [Main Trends in the Development of the Pharmaceutical Market in Russia] Lechebnoe delo, 2023, no 2, pp. 134–140, DOI 10.24412/2071-5315-2023-12888, EDN GGLUIQ

2. Arzhanova K.A. Sovremennye PR-tekhnologii prodvizheniya kompanii [Modern PR Technologies for Company Promotion]. Kompetentnost’, 2020, no 5, pp. 30–35, available at: https://cyberleninka.ru/article/n/sovremennye-pr-tehnologii-prodvizheniya-kompanii-1

3. Vinichuk O.Yu. Sovremennye metody prodvizheniya farmatsevticheskikh kompaniy na regional’nykh farmatsevticheskikh rynkakh v usloviyakh tsifrovizatsii biznesa [Elektronnyy resurs]. Vestnik evraziyskoy nauki, 2023, vol. 15, no 3, available at: https://esj.today/PDF/77ECVN323.pdf

4. Prentice С., Loureiro S.M., Guerreiro J. Engaging with intelligent voice assistants for wellbeing and brand attachment. Journal of Brand Management, 2023, no 30, pp. 449–460. 10.1057/s41262-023-00321-0 Engaging with intelligent voice assistants for wellbeing and brand attachment.

5. McLean G., Osei-Frimpong K., Barhorst J. Alexa, do voice assistants influence consumer brand engagement? — Examining the role of AI powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 2021, no 124, pp. 312–328. 10.1016/j.jbusres.2020.11.045.

6. Zuenkova Yu.A., Bogdanovich S.T. Beyond the Pill — strategiya marketinga otnosheniy na farmatsevticheskom rynke [Beyond the Pill —Relationship Marketing Strategy in the Pharmaceutical Market]. Mikroekonomika, 2023, no 5, pp. 39–47, available at: https://doi.org/10.33917/mic-5.112.2023.39–47

7. Andriyanova E.A. Sotsial’noe doverie v meditsine: vozmozhnosti onlayn-kommunikatsii: Nauka kak obshchestvennoe blago: Sb. Nauchnykh statey Vtorogo mezhdunarodnogo kongressa Russkogo obshchestva istorii i filosofii nauki. Sankt-Peterburg, 27–29 noyabrya 2020 g. [Social Trust in Medicine: Online Communication Opportunities: Science as a Public Good: Sat. Scientific Articles of the Second International Congress of the Russian Society for History and Philosophy of Science. St. Petersburg, November 27–29, 2020]. Sankt-Peterburgskiy gosudarstvennyy universitet; Russkoe obshchestvo istorii i filosofii nauki, vol. 5. Moscow, Mezhregional’naya obshchestvennaya organizatsiya “Russkoe obshchestvo istorii i filosofii nauki’, 2020, pp. 90–93, EDN ZWEESO

8. Porter M. Konkurentnaya strategiya. Metodika analiza otrasley i konkurentov. Moscow, Al’pina Pablisher, 2015, 456 p.

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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