Theoretical and methodical aspects of forming the mechanism of anticrisis management of marketing communications of pharmaceutical enterprises
Journal Title: Управління, економіка та забезпечення якості в фармації - Year 2019, Vol 1, Issue 57
Abstract
Aim. To substantiate theoretical and methodical aspects of forming the anti-crisis man-agement tools of marketing communications in pharmaceutical enterprises in the system of medicines promotion to the market. Results. The article substantiates the practical need for implementing the concept of an-ti-crisis management in the organizations activities. Some signs and cases of crisis phe-nomena in the marketing communication activity of pharmaceutical enterprises are pre-sented, including the target audience distrust to the consumer properties of manufac-tured medicines; loss of image, loss of brand reputation of the organization; negative atti-tude towards the enterprise brand; copying a trademark of the company by competitors, which may mislead consumers when choosing medicinal products; negative publications about the pharmaceutical enterprises in the mass media; legal issues relating to ill-intentioned advertising and, as a consequence, unpredictable additional financial back-up of the pharmaceutical enterprises for the consequences elimination and the fines payment; the consequences of changes in the legal regulation of the use of individual ele-ments of marketing communications by the subjects of the pharmaceutical market. The problems of anti-crisis management of marketing communications are grouped: problems connected with crisis management; problems of functional-methodological nature; prob-lems of informational and prognostic nature; problems of recovery and effectiveness of crisis management. The procedure is described and the algorithm of forming the mecha-nism of anti-crisis management in pharmaceutical enterprises marketing communications is proposed. The main properties are highlighted and the principles of effective functioning of the mechanism of anti-crisis management of marketing communications in pharmaceu-tical enterprises are grounded. Conclusions. The above provisions can be used in the practice of any pharmaceutical or-ganization in marketing strategies for all elements of the marketing mix.
Authors and Affiliations
A. B. Olkhovska, V. V. Malyi
Keywords
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