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DOI: 10.18413/2313-8955-2016-2-3-41-48

MARKETING ANALYSIS OF ASSORTMENT OF MEDICATIONS FOR THE TREATMENT OF ATOPIC DERMATITIS

Currently, there is an increasing number of people suffering from allergic diseases worldwide. One of the most common allergic diseases is atopic dermatitis characterized by a phasic course, the clinical polymorphism and the progression of pathological changes in the systems of the human body. The aim of this study was to analyze the range of medicines used for the treatment of atopic dermatitis. The objects of research were five pharmacies of the pharmacy network "Tabletochka", the price lists of firms-distributors of the Belgorod pharmaceutical market. Methods used in the work: structural, graphical, analytical, content analysis. As a result of the marketing research there was determined the structure of the assortment of medicines (drugs) for the treatment of atopic dermatitis both in the regional market and in the pharmacy. The authors allocated the basis of the range according to the ATC-classification, produced an intragroup analysis of the assortment structure and consumption of drugs in accordance with manufacturing characteristics and dosage forms. The obtained knowledge about the range of drugs used for the treatment of atopic dermatitis will optimize the number of items to avoid ordering unpopular drugs for the treatment of this disease and will improve the quality of pharmaceutical care.

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