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Innovative Brand Promotion Strategy Development in the Russian Pharmaceutical Prescription Market

Student: Alexandrova Iuliia

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The theme of this project-analytical master's thesis: "Innovative Brand Promotion Strategy Development in the Russian Pharmaceutical Prescription Market" The urgency of the work lies in the current trend of the growing pace of development of the Russian pharmaceutical market, changing the structure and market conditions in the markets. In addition, the pharmaceutical market combines different target groups of audiences, which can be used only different ways of promotion. They include leaders of secondary medical education, doctors, patients and health administrators. Thus, the chain to the end user becomes longer and more complex. In addition, at present, new or new technologies are increasingly being used in already familiar therapies. As a result, they require a different approach than the standard approach to market promotion. The purpose of writing this work is to develop practical recommendations on the formation of strategies for promoting an innovative product on the Russian pharmaceutical prescription market. To achieve the research goal, the analysis of secondary and primary information was carried out. The design of this study included such methods as a desk and empirical study. A set of tools for promoting an innovative product on the Russian pharmaceutical prescription market was also created. This set of methods is universal and can be considered for subsequent introduction when promoting other prescription drugs.

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