Marketing research of the pharmaceutical market of medicines used topically for diseases of the locomotor apparatus
Keywords:assortment, pharmaceutical market, medicines used topically for diseases of the locomotor apparatus, dosage form
The aim of this work is to carry out the marketing analysis of the assortment of medicines used topically for diseases of the locomotor apparatus presented at the pharmaceutical market of Ukraine for the subsequent substantiation of the composition and the type of a soft dosage form for a complex medicine, which is planned to application in sports medicine. It has been shown that the segment of medicines used topically for diseases of the locomotor apparatus consists of the products registered both as medicines and as dietary supplements. The medicines are registered in the group ”M02A – topical products for joint and muscular pain”, the dietary supplements are presented in several groups. In general, the segment of the products investigated is provided by medicines in ~89% and only in ~11% by dietary supplements by the sales volume. In 2012 the group of the dietary supplements selected consisted of 313 trade names, at the same time the medicines are presented by 101 trade names. Both domestic and foreign producers are presented widely enough in the segment – the ratio between the volumes of supply is approximately permanent over all period of observations, although the participation of domestic producers, however, has the tendency to decrease in natural terms. The virtual group selected for analysis consists of such dosage forms as gels, ointments, creams, balsams, liniments and emulsions, solutions (alcoholic, oil, aqueous), applications and plasters, oils, sprays and extracts. The medicines produced in the form of gel were the leaders of sales according to the results of 2012, solutions and ointments occupied the second and third place, respectively. In the structure of the segment under research the soft dosage forms (except applications and plasters) occupy 68.28% in packs and 84.42% in money terms.In 2012 the segment of soft dosage forms (except applications and plasters) presented by 85 international nonproprietary names registered both as medicines and as dietary supplements. Fourteen substances provide 80% of sales in packs, and only 11 substances – in money terms. The undisputed leaders in the segment are diclofenac and ibuprofen – both in money equivalent and in packs – the first substance is presented by 17 international nonproprietary names, the second – by 4 ones. Thus, the marketing research of the market of medicines used topically for diseases of the locomotor apparatus has been carried out, and it has been shown that it is expedient to work in direction of creating soft dosage form, namely gel, for creation of a new complex medicine for treating microtraumas in sport medicine.
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