Organization of Marketing Research of the Pharmaceutical Market: Current State, Problems and Prospects

The work is aimed at improving the algorithm of actions in organizing and conducting marketing research of the pharmaceutical market. The author conducted the author's research in high-quality design, using narrative interviews with seventeen experts from companies of various types (pharmaceutical business, research agencies, technology companies), the method of following the object, as well as the content analysis of research tools. It was possible to analyze the institutional conditions for the organization of marketing research, build a chain of its life cycle on the example of two typical projects, give a description of each of the stages and the role of various players in them, and describe organizational and methodological problems. Finally, trends in the development of marketing research in the pharmaceutical industry were highlighted and described, including: the transition to workshops, the active development of in-house research, the use of enriched data. At the end, recommendations for optimizing research were proposed.