Features of the Millennials Consumer Journey in the Market of OTC Medicines in the Russian Federation

This work is devoted to the study of the Millennials consumer journey in the over-the-counter (OTC) medicines market. The purpose of the work is to study the features of the way of consumers-milennials in the OTC medicines market of the Russian Federation (on the example of pain medications) to provide recommendations to pharmaceutical companies to change the strategy of drug promotion. To achieve this goal, it is necessary to reach such goals as the construction and testing of a theoretical model of the Millennials consumer journey in this market. There are practically no studies on the features of the Millennials consumer journey in the market of OTC medicines, which determines the novelty of this work. The empirical part of the study involves testing the constructed theoretical model of the consumer's journey and testing hypotheses and includes two stages: qualitative (the first auxiliary method, in-depth interviews) and quantitative (the main method, online survey). The General population - representatives of generation Y, taking painkillers and living in Moscow. The sample size is 151 people. The hypothesis is that the methods of promotion used by pharmaceutical companies do not coincide with the channels that are used by Millennials has been proved. The theoretical significance consists in the generalization of the used practices of promotion of pain-relieving OTC drugs and the construction of a theoretical model of the Millennials consumer journey in the OTC market. Practical significance - in the preparation of recommendations for the OTC medicines promotion strategy optimization for Millennials in the Russian pharmaceutical market.