ANALYSIS OF ENTEROSORBENTS REPRESENTED ON THE RETAIL PHARMACEUTICAL MARKET

Introduction. Endogenous intoxication is a syndrome that is characteristic of many pathological processes and conditions. Enterosorbents are used to timely eliminate toxins from the body. Objective: to carry out a comparative marketing analysis of drugs from the group of enterosorbents represented on the retail pharmaceutical market. Material and methods. The objects of the investigation were 12 drugs from the group of enterosorbents represented in the drugstores of Moscow. Content analysis, a sociological survey using a questionnaire, and SWOT (strength, weakness, opportunities, and threats) analysis were applied in the investigation. Results. The criteria that were used to comparatively analyze enterosorbents were as follows: assignment to medicines or biologically active additives, a drug classification group, composition, indications, contraindications, clinically proven efficacy, ease of use, and calculation of costs. The gross profit brought by the enterosorbents sold in the pharmacies was estimated. A matrix was built, which allowed identification of competitive niches of enterosorbents. A sociological survey of the buyers of Enterosgel was made; methods for its promotion on the pharmaceutical market were devised. Conclusion. Mechanisms for promoting the sales of enterosorbents are outlined. The inclusion of highly effective enterosorbents in the pharmaceutical brand portfolio will take into account the interests of buyers and contribute to the improvement of the quality of pharmaceutical care.