Peculiarities of Marketing of Prescription Medications Based on the Example of the Russian Cancer Medications Market

This work is devoted to identifying the communication tools of a pharmaceutical company to the patient audience. To do this, the study examined the characteristics of the pharmaceutical market, identified the main stakeholders and their roles, motivations, as well as the system for promoting prescription drugs. The research problem lies in the ambiguous position of the audience «Patients» in the Russian pharmaceutical market since their influence on the market is unclear - doctors prescribe drugs, and there are legal and ethical restrictions on the promotion of prescription drugs to end consumers, which means doubt the very need for promotion. According to the results of the study, it was revealed that the audience «Patients» is currently a heterogeneous set of formal and informal groups that have an impact on certain aspects of the market, and this influence is growing every year. The scientific novelty of this work lies in the formation of a system for promoting prescription oncological drugs to the audience of end consumers.