MARKETING AUDIT OF UKRAINIAN PHARMACEUTICAL MARKET FOR LOCAL TREATMENT ACNE AND DEMODICOSIS

Abstract

The aim: To conduct a marketing audit of the pharmaceutical market of Ukraine for acne and demodicosis medications. Materials and methods: The study used marketing methods of analysis, survey, observation methods and reference literature – State Register of Medicines of Ukraine of the State Expert Center of the Ministry of Health of Ukraine. Results: As a result of marketing audit of retail audit data of pharmacy sales revealed that the leading sales in packaging is MNL benzylbenzoate, the share of which reached in different years from 45% to 32%, which was 1380902 and 647576 packages per year, respectively, in second place – metronidazole , benzoyl peroxide, zinc ointment and sulfur ointment respectively. Conclusions: According to our analysis, it has been found that the highest sales volume (in packs) are of the low-cost brands, which are the most economically available and have the most effective therapeutic effect. Therefore, it is important to create multicomponent soft drugs in the form of cream and gel based on metronidazole, benzyl benzoate and benzoyl peroxide.