Aim. To study the awareness of graduate pharmacy students with the concept of the “rational use of medicines” and related issues. Materials and methods. A questionnaire survey of 172 graduate students was conducted at the National University of Pharmacy. Results and discussion. Most students believe that they are clearly familiar with the concept of the “rational use of medicines”; 97.1 % of them know it from the disciplines they studied at the University. It has been found that students have both correct and erroneous ideas about the mandatory principles of the rational use of medicines; they are most aware of its clinical aspects. Not all signs of the irrational use of medicines are obvious for future pharmacists. Students possess certain skills that can be useful in promoting the rational use of medicines. However, not all acquired skills are in demand in the professional activities of pharmacists in Ukraine. 75.6% of respondents think their knowledge gained at the University is sufficient to promote the rational use of medicines. Only 48.3 % of respondents believe that Ukrainian pharmacists are sufficiently involved in promoting the rational use of medicines. Conclusions. The study has revealed the lack of awareness of some pharmaceutical students about the concept and problem of the rational use of medicines, as well as the gap between the acquired skills and their demand in professional activities. Less than half of students rate the role of pharmacists in promoting the rational use of medicines at a sufficient level. Further research will be aimed at developing measures to improve the awareness of pharmacy students with the basic concepts of the rational use of medicines, as well as expanding the participation of Ukrainian pharmacists in promoting the rational use of medicines.
Today, leading foreign and domestic pharmaceutical companies are aware of the importance of using socially oriented tools of marketing communication to achieve economic stability, strengthen competitive positions and form a positive image at the pharmaceutical market. Aim. To study PR-technologies used by domestic pharmaceutical companies as part of the implementation of the concept of socially oriented marketing in the global COVID-19 pandemic. Materials and methods. The methods of logical and meaningful problem formation, desk marketing research, the content analysis of publications in scientific and practice-oriented medical and pharmaceutical literature were used in the work. Results and discussion. The issues of social responsibility of pharmaceutical industry enterprises as a key factor in the successful development of companies under the conditions of coronavirus infection have been highlighted. The specificityhas been considered, and the features of modern PR-tools of pharmaceutical companies have been determined. The Internet resources play an important role among them. The content analysis of the web-sites of the TOP-5 major manufacturers of drugs at the pharmaceutical market of Ukraine has been conducted; the social responsibility areas and the main PR-technologies have been analyzed. Conclusions. It has been found that the leading domestic pharmaceutical companies take an active public position and constantly implement various social programs aimed at supporting the society welfare, especially in the conditions of the COVID-19 pandemic. The information content of the sites of the enterprises under study fully reflects the activities of companies in the field of public relations on the principles of openness, relevance, reliability and social responsibility. Considerable attention is paid to the quality, safety and availability of pharmaceutical products and the provision ofappropriate assistance to healthcare institutions in the fight against COVID-19.
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