Approaches to Organizing Pharmaceutical Communications in Russian Communications Market Structure

Abstract

The article discusses the issues of organizing communications between pharmaceutical companies and the subjects of pharmaceutical market. The work analyzes the existing approaches to pharmaceutical communications in both Russian and foreign pharmaceutical markets, identifies the characteristic features of multichannel and omnichannel approaches to organizing communications, conducts comparative analysis of these two approaches. It identifies the main subjects of communication interaction in the pharmaceutical industry, and substantiates the feasibility of moving from a multichannel communication strategy to omnichannel. Besides, it identifies the steps of such transition. In the context of the study, it was found that the focus of companies’ attention in the field of pharmaceutical communications is customer-oriented promotion. The purpose of the study is to analyze the current state of pharmaceutical communications market in Russia and identify the trends in establishing communications for subsequent development forecasting in this area by the market players.