Product or Service Promotion Strategy

Development of the Internet has led to an increase in online purchases. A significant part of pharmacy chains and pharmaceutical distributors today offers its customers to independently familiarize themselves with a wide range of products, order the necessary items and pick them up at a specific point of delivery. At the same time, users are forced to look for the drug they need on different sites, compare prices and locations of the points of delivery. To solve this problem, the service Megapteka.ru, which combines most of the city’s pharmacies, was created. However, only a small percentage of users have heard about the service, because the company does not have a large amount of financial resources to promote its product. In order to develop a promotional campaign, the marketing activities of the company and its competitors were analyzed. Also, an in-depth interview, a survey and dataset analysis were used. This paper may be of interest to managers of pharmaceutical online services.