Digital technologies for launching innovative medications to the pharmaceutical market

Vyatka State University, Moskovskaya str., 36, Kirov, 610000, Russia

^* Corresponding author: gasmin.87@mail.ru

Abstract

In modern conditions, the methods of bringing drugs to the pharmaceutical market has significant differences from other segments of the economy due to the following factors: the social significance of drugs that directly affect the quality of life and health of the population, the inability to refuse the use of drugs, the presence on the market of three groups of consumers - patients, doctors and the state represented by hospitals and the Ministry of health, legislative restrictions in the methods of marketing activity, a greater share of the presence of foreign multinational pharmaceutical companies, the specifics of the methods of bringing innovative drugs to the market. In order to quickly adapt to the ever-changing environment and achieve the objectives, pharmaceutical companies use different methods for launching new products, which demonstrate different degrees of efficiency, levels of implementation, and speed of obtaining the desired result. Increasing competition on the pharmaceutical market between medication manufacturers and the battle for the consumer should be based on the active introduction of digital technologies and a rational combination of methods of bringing innovative drugs.