Article metrics

  • citations in SCindeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:8
  • full-text downloads in 30 days:6
article: 5 from 7  
Back back to result list
Marketing
2014, vol. 45, iss. 3, pp. 223-230
article language: Serbian
document type: Preliminary Report
doi:10.5937/markt1403223S


Specifics of marketing tools application in pharmacies: Case study Pharmacies Subotica
aFarmaceutska komora Srbije, Beograd
bUniversity of Novi Sad, Faculty of Economy
cMedicoline d.o.o., Privredno društvo za proizvodnju i trgovinu medicinskom opremom, Niš
dUniversity of Kragujevac, Faculty of Medicine

e-mail: svetlanastojkov22@gmail.com, sonjalekovic@ef.uns.ac.rs, medicoline@open.telekom.rs, duca1duca@gmail.com

Abstract

The role of pharmacies in the social and health systems has gone through significant changes in the last decades of the twentieth century. From the place for the production of medicines, through procurement and distribution, pharmacy eventually became the modern health care facilities that participates in the health system and the retail pharmaceutical market. The dualistic role of pharmacy requires adjustment to the demands of contemporary health policy and market principles. Implementation of modern tools of business, such as marketing, was not present to a greater extent until recently in pharmacies, so this study is focused on the example of Pharmacy Subotica, which emphasizes the practical importance and specifics of marketing in pharmaceutical practice. Activities in the implementation of the marketing mix in the period 2009-2012 will be shown in this paper, as well as indicators of business success of Pharmacies Subotica in the same period. Following a four-year period in which strategy related to elements of the marketing mix strategy (4P), was implemented the growth of financial performance indicators (number of issued fiscal receipt and financially volume of business). At the same time, due to the more rigid regulations, the number of prescriptions in 2012 declined in amount. Pharmacy Subotica is one of the first pharmacies in Serbia, which has structured and implemented marketing planning tools for the purpose of positioning in the retail pharmaceutical market. By modeling business policy in line with modern market principles, developments of information technology and the ethics of health care workers, this institution has made pioneering steps in pharmaceutical marketing in the Serbian pharmacy.

Keywords

References

*** (2008) Etika i pravo u farmaciji. Beograd: Farmaceutska komora Srbije
*** (2008) Pravni propisi o apotekarskoj delatnosti. Beograd: Farmaceutska komora Srbije
Berman, B., Evans, J. (2010) Retail Management. New Jersey: Prentice Hall
Blažin, J., Stojkov, S., Crnjanski, T., Malagurski, A. (2014) Razvoj nove farmaceutske usluge kroz interaktivni pristup pacijentu
Jober, D., Fahy, J. (2006) Osnovi marketinga. Beograd: Data status, drugo izdanje
Lovreta, S. (2009) Strategija razvoja trgovine Republike Srbije. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu
Lovreta, S., Končar, J., Petković, G. (2013) Kanali marketinga, Trgovina i ostali kanali. Beograd: Ekonomski fakultet Univerziteta u Beogradu, Centar za izdavačku delatnost, peto dopunjeno izdanje
Marinković, V., Tasić, Lj., Pejović, G., Vukmirović-Večerkov, S., Kocić-Pešić, V., Jović, S. (2012) Kvalitet u farmaciji-od teorije do prakse. Beograd: Univerzitet u Beogradu-Farmaceutski fakultet
Maslow, A. (2004) Psihologija u menadžmentu. Novi Sad: Adižes
Mićović, P. (2008) Zdravstveni menadžment. Beograd: Komora zdravstvenih ustanova Srbije
Nikolin, M., Kocić, P.V., Kostić, L., Parojčić, D. (2005) Galerija farmaceutskih veština. Beograd: Placebo
Rosenbloom, B. (2013) Marketing channels: A management view. South-Western
Rudinski-Stojkov, S., Alimpijević, S. (2010) Marketinške aktivnosti u funkciji unapređenja usluga - iskustva Apoteke Subotica. str. 31-33
Rudinski-Stojkov, S., Babić, A., Tadić, I. (2009) Proaktivna uloga farmaceuta Apoteke Subotica u pristupu samomedikaciji. str. 25-27
Rudinski-Stojkov, S., Crnjanski, T., Tadić, I. (2010) Primena marketing koncepta na primeru Apoteke Subotica. str. 63-71
Stojkov, S., Tadić, I., Crnjanski, T., Krajnović, D., Bates, I. (2014) Evaluation of competences at the community pharmacy settings. IJPER, Vol 48, Issue 4, Oct-Dec
Tasić, Lj. (2002) Farmaceutski menadžment i marketing. Beograd: Placebo
Vasiljev, S. (2010) Marketing principi. Novi Sad: Prometej