Маркетинг, основан на доказателства – ситуационен анализ на недостига на лекарства като криза в публичното здравеопазване
Evidence-Based Marketing – Situational Analysis of Drug Shortages as a Public Health Crisis

Author(s): Boryana Marinkova
Subject(s): Politics / Political Sciences, Politics, Economy, Public Administration, Sociology, Health and medicine and law, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing; public health; crisis management; drug shortage
Summary/Abstract: Public health crises have excited the scientific community for decades because of the high degree of impact on large populations and the severe consequences for the economy and the public sphere. They could influence any national policy, threaten national security, be an obstacle in the development and maintenance of economic relationships, and on an individual level – they could have extremely serious consequences for the protection of life and its quality for every single citizen. Given the fact that providers of services and products in the healthcare sector are predominantly private entities regulated by the public authority, the search for solutions from the scope of Marketing as a science and practice aims to explore and offer public administration bodies flexible and effective practices and policies. Emphasis is placed on one of the еvidence-based marketing regarding one of the hot problems of public healthcare – а situational analysis the shortage of drugs, bringing out the user profile of the shortage, for which the author has carried out his own research. A variety of marketing methods are explored and analysed, the proprietary research is supplemented by aggregated data on shortages from the perspective of regulators, wholesalers and retailers.

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