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Рецензент: д.фарм.н., доц. О.М. Євтушенко
УДК 615.1 : 339.13.017 : 615.225.2
1 Івано-Франківський національний медичний університет
Ивано-Франковский национальный медицинский университет
Ivano-Frankivsk National Medical University
2 Національний фармацевтичний університет (Харків)
Национальный фармацевтический университет (Харьков)
National University of Pharmacy (Kharkov)
The goal of this research is a business-analysis of antiallergic medicinal product introduction of new generation into the market.
It is used the results of own previous researches in relation to the segment of antiallergic preparations, materials of doctors' , pharmaceutists’ and consumers’ questionings in relation to the estimation of prescriptions and usage of such special MP and also the results of market monitoring of MP system "Morion". The method of SWOT-analysis is used for confirmation of medical availability usage of new MP levocetirizine of domestic manufacture. While realization of economic calculations it has been applied sectoral methodologies that use domestic manufacturers of MP and requirements of currently in force regulatory legal acts. The methods of computer modelling have generalized sums and variants of course of investment contributions and profits.
At the domestic pharmaceutical market are offered antiallergic MP of three generations (about 160 preparations). The average annual increase in the group is more than 26%. In general antiallergic MP of the 1st generation occupy 36,6% of retail market segment, the 2nd - 2 2, 4% and the 3d - 41%. We profoundly analized the features of antiallergic MP by means of SWOT-analysis (strong and weak points, possibilities and threats) and it was confirmed medical availability of MP levocetirizine usage.
The analysis of the monitoring system data of pharmaceutical market "Morion" in Ukraine for the last three years confirms fast growth of levocetirizine usage. The annual increase of consumption of this MP is 131% of natural units and about 140% of money units, that confirms its availability and attention value for manufecturers. Manufacture of levocetirizine MP began to carry out in small quantity LLC "Kusum Pharm" (Sumy).
We carried out economic and marketing analysis of preparation of levocetirizine tablet 5 mg by a few stages.
On the first stage it was determined the prime price of the generalized composition of levocetirizine tablet of 5 mg that included the estimation of all components of basic and additive agents and materials, salary, accruals, sales expenses and administrative ones. According to the calculations manufacturing cost of levocetirizine preparation will make 1687,43 UAH for 1 thousand packages or 5,21% , general expenses - 6,77%. At the same time calculation manufacturing profitability of levocetirizine tablets 5 mg is 1820,1% and complete one is 1378,1%.
On the next stage we analysed the structure of development cost , government expert review and registration of preparation after 5 basic modules and stages of works. It is set that the sum of necessary investments is from 175 to 320 thousand UAH and it depends on the volumes of works that will be able to make full-time specialists of the production plant (that can considerably prolong the time of MP development) and appropriation of funds for marketing communications among that is the work of medical (pharmaceutical) representatives.
It is determined the basic economic and marketing indicators of antiallergic preparation levocetirizine of new generation in the form of tablets for introduction into domestic manufacture. It is grounded high profitability of production for manufacturer and attention value of market segment.
It is calculated the sum and structure of development cost, government expert review and registration of levocetirizine after 5 basic modules and stages of works. The total sum of investments from 175 to 320 thousand UAH depends on the volume of involvement of external companies and kinds of marketing communications.
It is prognosed basic operational performances indexes at market situation in optimistic, most reliable and pessimistic variants. It is determined on the basis of computer modelling the variants of financial flow of investments and profits passing, that gives basis for risk management on the stages of introduction of medicinal preparation.
Thus, researches made by us in relation to application of methodology of multiple investigation of market conditions, advantages of consumers and preferences of doctors, realization of economic and marketing analysis of remedy market with computer modelling of financial flows of investments and profits is research and practice base in risk management at further grounding of projects on development and introduction into the market of new medicinal preparations.
1. Анч Л. Выведение на рынок нового лекарственного препарата / Л. Анч // Рецепт. – 2006. – № 4. – С. 18–24.
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