The main feature of marketing ...

The main feature of marketing on the market of medical goods and services is a combination of a comprehensive study of this market, given its demographic, social, economic, valeological parameters, with an active influence on the market and the formation of citizens' needs for medical services. Market segmentation of medical services and to determine its capacity implemented on the basis of data on the number of patients served and the amount of their average per capita income, the level of expenditure on medical care and medicines, medical supplies. Functional scheme of marketing in health care includes health facilities, market intermediaries and patients. These elements are connected by four main streams: the stream of medical services, the flow of cash received in payment for health care, information flow, the flow of communications. Health facilities - health care providers, on the one hand, and elements of market infrastructure, which sold and consumed medical care - on the other. Market for medical services - view a specific market, where offered and consumed by these services. Marketing intermediaries - are organizations that help producers of goods and services in the promotion, marketing and distributing its products to customers, to identify specific markets that provide communication between producer and consumer. These include resellers, businesses, marketing services agency, financial institutions, insurance, health care organizations. Marketing concept in health care in market conditions and health insurance involves the emergence of new economic actors Health - health insurance organization, providing a system of linkages between health facilities and the consumers of medical services, accumulating funds to pay for and paying for medical services, collecting and analyzing the coming of the medical services market information and transmits it to the clinic. The state's role in this scheme is limited to creating the conditions for the existence of the medical services market and protecting the rights of their consumers, ie State provides a guaranteed minimum health care for all citizens and pursuing a policy aimed at full satisfaction of social needs. Marketing in the pharmaceutical industry (pharmaceuticals) differs significantly from other areas of production so that products are produced in strictly necessary quantities, not available directly to consumers, pricing, directly or indirectly determined by the government, in national markets present huge number of competitors, and none of the firms has a substantial market share. At the same time the share of the firm "Glaxo SmithKline" has 7,3% of the world pharmaceutical market; «Pfizer» (+ Warner Lambert) - 6,7%; «Astra Zeneca» - 4,6%; «Aventis» - 4 4%; «Merck» - 4,4%; «Novartis» - 4,1%; «Bristol-Myers Squibb» - 4,1%; «Johnson & Johnson» - 3,6%; «Roche» - 3 2; «Lilly» - 3,1% [11].