THE IMPACT OF PHARMACEUTICAL MARKETING ON THE SOCIETY AND INDIVIDUAL PATIENT AND ITS SPECIFICATION OF HANDLING

NANA  GORGASLIDZE; SHAFIGA  TOPCHIYEVA; MARINA  GIORGOBIANI; NODAR  SULASHVILI

doi:10.52340/jecm.2022.07.07

THE IMPACT OF PHARMACEUTICAL MARKETING ON THE SOCIETY AND INDIVIDUAL PATIENT AND ITS SPECIFICATION OF HANDLING

Authors

NANA GORGASLIDZE
SHAFIGA TOPCHIYEVA
MARINA GIORGOBIANI
NODAR SULASHVILI

DOI:

https://doi.org/10.52340/jecm.2022.07.07

Keywords:

Pharmaceutical, marketing, society, patient, specification

Abstract

The purpose of our research is to establish the pharmacy's honest relationship with the patient and the community, taking into account the communication and ethical principles, and in turn, to study the characteristics of the feedback from the patient and the community. Studying the levels of integration between employees and patients in pharmacies and their practical reflection in the Georgian pharmaceutical business, in particular, in pharmacies. Today, in Georgia, pharmacies are one of the most rapidly developing areas, where the not very useful level of application of modern pharmaceutical management and marketing principles is clearly visible. Pharmaceutical marketing is not customer-centric. Pharmacy management is focused only on profit. Not all customers have the same needs and requirements, the pharmacy should approach them individually and provide appropriate services, which is an effective way to increase loyalty. The management of the pharmacy has not developed patient service forms. All patients are served in the same way, regardless of their financial income level.

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