Exhibition and Marketing Activities Management’ Improvement for the Pharmaceutical Industry Development and Medicines’ Quality Improvement: Dominant Trends, Key Directions and Development Prospects

Student: Kushnarenko Andrey

Educational Programme: Health Care Administration and Economics (Master)

Final Grade: 8

Year of Graduation: 2019

Healthcare exhibition and marketing activities is a separate area of business, that brings a positive impact on the development of the pharmaceutical industry and promotes the development of business relations between professional medical communities. Such activity is a universal tool for pharmaceutical manufacturers to the promote medicines among the medical community, in turn of medical professionals, exhibition activity brings them an opportunity to replenish their professional knowledge. The object of the study are companies engaged in exhibition and marketing activities for the pharmaceutical industry. The subject of research is the management of Congress and exhibition activities in the pharmaceutical industry. The purpose of the study is to analyze the current state and to give recommendations for improving the management of exhibition and marketing activities in the pharmaceutical industry. The following methods were used to write the work: participant observation, quantitative and qualitative research. In the first chapter of the work the legal framework of the organization of congress and exhibition and marketing activities, the state of development of the pharmaceutical industry in Russia in terms of import substitution and drug supply system were studied. The second chapter of the study describes the current trends in the development of exhibition and marketing activities in the pharmaceutical industry, the role of professional associations and government agencies in the development of this activity and their influence, as well as the results of quantitative and qualitative research. In the third Chapter of the dissertation research, on the basis of the previously conducted analysis, recommendations for improving the management of exhibition and marketing activities, provides a plan for the organization of a medical conference are given.

Full text (added June 1, 2019)

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