The intensity of the demand for cardiovascular ...

The intensity of the demand for cardiovascular drugs in people with higher education, 4.6% higher than in those with secondary education. In an environment where demand for drugs far exceeds the available resources (production or imports), the importance attached to the concept proposed by the WHO Essential Medicines (OLS), including drugs needed for medical support of the majority of the population (approximately 80%). Sixth list of essential drugs, approved by WHO in November 1989, contains 288 items, grouped in 26 therapeutic categories. Currently, more than 100 countries (both developing and developed) have national lists of OLS, 40 states have programs to drug supply, based on this concept [4]. In recent years, the Belarusian market of pharmaceuticals, a host of new drugs, which clinicians do not have the necessary information, no experience in their actual use. According to BL Parnovskii et al. [6], the whole range of medicines doctors are actively using only 10%. At the same time, many of these drugs are well known in the developed countries of Europe and America. This points to the need to improve the effectiveness of advertising, targeted marketing, and pharmaceutical information. The existing system currently focused on pharmaceutical marketing advertising of medicines to the public (television, media), which to some extent contribute to the spread of various forms of self-medication. This is due to the fact that foreign firms and their offices are more interested in wholesale and retail pharmacies involved. More appropriate it seems to us a complex system of marketing to advertise medicines primarily in doctors, and secondly - in the population. In this case, a professional advertising can be several levels: for professionals responsible for the bulk procurement of drugs (situational and analytical information, etc.), and for practical public health physicians (information about the indications and contraindications, review and analysis on different groups of medicines drugs on the practical experience of using the advertised drugs) that are directly appointed by the drugs, including prescription medicines. Advertising for the population should be conducted to a large degree pharmacy chain that implements the-counter medications, as well as through television and other media, professional advertising - by scientific medical journals. Marketing of medicines should be carried out not only at the macro level (state, major manufacturers) but also at the micro level - in the pharmacy network. Ideally, each pharmacy must have in its range of all pharmacological groups of drugs.