DOI: 10.33917/mic-5.112.2023.39-47

Целью ис­сле­до­ва­ния яви­лось опи­са­ние одной из форм ре­а­ли­за­ции стра­те­гии мар­ке­тин­га от­но­ше­ний, ха­рак­тер­ной для фар­ма­цев­ти­че­ской от­рас­ли – стра­те­гии Beyond the Pill. В ста­тье опи­сы­ва­ет­ся ис­то­рия воз­ник­но­ве­ния стра­те­гии, ос­нов­ные формы ее ре­а­ли­за­ции, опре­де­ле­на роль стра­те­гии Beyond the pill в эпоху циф­ро­ви­за­ции и пе­ре­хо­да здра­во­охра­не­ния на цен­ност­но-ори­ен­ти­ро­ван­ный под­ход и при­ве­ден при­мер ре­а­ли­за­ции стра­те­гии на рос­сий­ском рынке. Вы­де­ле­ны осо­бен­но­сти и усло­вия ре­а­ли­за­ции стра­те­гии мар­ке­тин­га от­но­ше­ний на фар­ма­цев­ти­че­ском рынке. Пред­ло­же­на си­сте­ма сба­лан­си­ро­ван­ных по­ка­за­те­лей для оцен­ки ре­зуль­та­тив­но­сти внед­ре­ния стра­те­гии.

Ис­точ­ни­ки:

 1. Fleck Leonardm. Controlling Healthcare Costs: Just Cost Effectiveness or «Just» Cost Effectiveness? Cambridge Quarterly of Healthcare Ethics. Cambridge University Press. 2018;27(2):271–83.
2. OECD (2023), Health spending (indicator). URL: https://​www.​oecd.​org/​els/​health-​systems/​health-​data.​htm doi: 10.1787/8643de7e-en
3. Kovacs R., Powell-Jackson T, Kristensen S., Singh N, Borghi J. How are pay-for-performance schemes in healthcare designed in low- and middle-income countries? Typology and systematic literature review. BMC Health Serv Res. 2020:7;20(1):291. doi: 10.1186/s12913-020-05075-y
4. Ananthakrishnan A., Luz A.C.G., KC S. et al. How can health technology assessment support our response to public health emergencies? Health Res Policy Sys. 2022;20:124 (2022). https://​doi.​org/​10.​1186/​s12961-​022-​00925-​z
5. Wenzel, Meike & Henne, Nathalie & Zollner, Y. Beyond the pill: The move towards value-added services in the pharmaceutical industry. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing. 2014;14: 91-98.
6. Porter ME, Teisberg EO. Redefining Health Care: Creating Value-Based Competition on Results. Harvard Business School Press, 2006.
7. Marsh K., Caro J., Hamed A., Zaiser E. Amplifying Each Patient’s Voice: A Systematic Review of Multi-criteria Decision Analyses Involving Patients. Appl Health Econ Health Policy. 2017;15(2):155-162. doi: 10.1007/s40258-016-0299-1. PMID: 27928659.
8. Khurana, Atul & Rastogi, Rahul & Gamperl, Hans-Joachim. Patient Support Program in Pharmacovigilance: Foster Patient Confidence and Compliance. International Journal of Medical, Health, Biomedical, Bioengineering and Pharmaceutical Engineering. 2017;11:148-151.
9. Krishnamoorthy R. Environmental, social, and governance (ESG) investing: Doing good to do well. Open J Soc Sci. 2021;9:189–97.
10. Marcus A. Koch. Pharmaceutical Market Access: current state of affairs and key challenges – results of the Market Access Launch Excellence Inventory (MALEI). Journal of Market Access & Health Policy. 2015;3:C. 1-10. DOI: 10.3402/jmahp.v3.29679
11. Ersoy Yusuf & Tehci Ali. Relationship marketing orientation in healthcare organisations with the AHP method: Internal and external customer perspective, 2023.
12. Shillington, Alicia & Ganjuli, Arijit & Clewell, Jerry. The impact of patient support programs on adherence, clinical, humanistic, and economic patient outcomes: A targeted systematic review. Patient Preference and Adherence, 2016.
13. Brixner, D.I., Rubin, D.T., Mease, P.J., Mittal, M., Liu, H.H., Davis, M., Ganguli, A.X., & Fendrick, A.M. Patient Support Program Increased Medication Adherence with Lower Total Health Care Costs Despite Increased Drug Spending. Journal of managed care & specialty pharmacy. 2019;25(7):770-779.
14. Landwehr Konstantin. Digital Transformation in the Pharmaceutical Industry – From Products to Services «Beyond the Pill», 2015.