Трансформация маркетинговых практик на фармацевтическом рынке России: новые вызовы и возможности

Российский журнал менеджмента. 2024. Т. 22. № 2. С. 223–252.

Anna O., Tretyak O.

Purpose: to search and systematize the directions of marketing practices transformation in the situation of restrictions on the Russian pharmaceutical market based on the revised dynamic "marketing mix" approach. Methodology: the empirical part of the study is designed according to the conceptual model which was built at the stage of academic literature and consulting reports analysis. The methodology rests on the dynamics of marketing tools transformation caused by shock changes in the external environment. The main research method is in-depth interviews with representatives of 11 pharmaceutical manufacturing companies: directors/heads of marketing departments and related business units, leading marketing specialists with, on average, 12 years of work experience in the pharmaceutical industry. Findings: based on the empirical research results, there was recorded the initial reaction of experts to market changes, as well as there were identified the following directions of marketing practices transformation: the key changes on the pharmaceutical market in the context of the ESG agenda, the impact of the COVID-19 pandemic, and the strengthening of international sanctions in 2022; the main shifts in the transformation of the key players' roles; the directions of changes of the marketing complex – "marketing mix". Originality and contribution: the study comprehensively reveals the transformations in marketing management functions on the Russian pharmaceutical market with the emphasis on the commercial segment taking into account three "drivers" in the context of critical points of change (milestones): the ESG agenda, COVID-19 and the increased pressure of sanctions since 2022. From a theoretical point of view, the paper contributes to the theory of the evolutionary development of marketing in the context of "driving forces" (milestones or events that have greatly changed the landscape of marketing functioning). From the practical side, the study can serve as support for top managers of companies to make decisions how to improve marketing practices during the drastic environmental changes.

Keywords: фармацевтический рынок, pharmaceutical market, маркетинговые практики, economic sanctions, экономические санкции, marketing practices, COVID-19 pandemic, пандемия COVID-19, ESG-повестка, трансформация маркетинговых практик, transformation of marketing practices, ESG agenda, marketing mix, маркетинговый инструментарий (маркетинг-микс)

Publication based on the results of: Mechanisms for Basic Business Model Adaptation to Industry Specifics and Changes in the External Environment (2024)