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Состояние и направления развития отечественного фармацевтического рынка в современных условиях
The objective of the article is to assess the possibilities of strategic development of the domestic pharmaceutical industry in modern conditions, taking into account the critical dependence of the processes taking place in the industry on the success of innovative import substitution (the latter, in turn, largely depends on the accelerated and effective introduction of new drugs and treatment technologies). Based on the analysis conducted by the authors, the development of the domestic pharmaceutical market was staged (2020-2024), approaches to solving problems at each stage were presented based on the analysis of economic indicators and regulatory and institutional changes in the procedure for interaction between market entities. The authors analyzed positive and negative trends in the pharmaceutical market (as of 2024), based on the results, a conclusion was made about the presence of both positive and negative trends, and possible directions for adjusting the current situation were identified. The authors identified the following as current areas for improving the institutional and methodological plan: a) search for ways to attract financing; b) improving the methodology for assessing and forecasting the parameters of the pharmaceutical industry; c) creation of conditions for commercialization and technology transfer in the pharmaceutical industry, strengthening of cooperative relationships, management of relationships between suppliers and consumers in the market. In conclusion, the article formulates a conclusion on the need to search for opportunities to promote promising innovative projects taking into account the identified areas, including using various industry tools and international practices. In particular, the authors proposed for methodological development and subsequent use approaches based on the implementation of relationship portfolio models, adaptation of industrial marketing models to the needs of innovation management, research into network forms of interaction in the development and promotion of innovations, B2B marketing and a number of others.