A Marketing Analysis of Herbal Anti-Inflammatory Drugs

Abstract

The main purpose of this study is to conduct a marketing analysis of anti-inflammatory drugs (AID). Due to the fact that this analysis was aimed at identifying anti-inflammatory drugs of plant origin in the form of medical pencils, positioning of this dosage form was carried out. The study included three stages. The first stage involved the analysis of the main assortment characteristics of anti-inflammatory drugs, which made it possible to reveal anti-inflammatory drugs with eucalyminum that were not registered in the Russian pharmaceutical market. At the second stage, a patent search was carried out. It confirmed the results of the first stage. At the final stage, using a sociological survey, the positioning of the new dosage form was carried out. The study took place in medical organizations. 102 general practitioners took part in the survey and interviewing. All profiles were found to be valid. The following results were obtained: when assessing the degree of severity and significance, doctors chose the following criteria: efficacy, safety (side effects), speed of the therapeutic effect and possibility of taking the drug by special groups of consumers. When determining these criteria in terms of significance, doctors prioritized efficacy and safety, as well as speed of the therapeutic effect and its duration.