INSTITUTE OF MEDICAL REPRESENTATIONS: PROBLEMS AND SOLUTIONS

A growing potential of Russian pharmaceutical market and constant medicinal drugs range widening requires a necessity to search for more effective ways of pharmaceutical product promotion. The purpose of this study is to estimate current marketing spiral of MD promotion from producer to consumer, and revelation of obstacles encountered by means of comparing method. The conducted study about current marketing spiral of MD promotion from producer to the consumer gives evidence about obstacles of ethic and legal, professional and legal, ethics and professional, ethics and marketing, professional and marketing, and professional work-related character. We have pointed the characteristics and substantiated the schemes of "ideal", legally formed, and functioning marketing spiral of MD promotion. Understanding of the factors considered and revelation of obstacles for successful MD promotion from producer to the consumer is important, since it is the ground for practical recommendations on this field optimization.

medical representation, producer company, ethics, marketing, legislature