PHARMACEUTICAL INFORMATION AMONG CONSUMERS OF PHARMACEUTICAL GOODS
With the expansion of the pharmaceutical market, the services of the media and the Internet, the role of pharmacists with regard to reporting the pharmaceutical information to consumers of pharmacy products is growing at a high professional level. The purpose of the research is to identify the functional nature of indicators of the relationship between pharmacy workers and clients in terms of pharmaceutical information. Objectives of the research: conducting factor analysis of aspects of pharmaceutical information used by consumers of pharmacy products and developing methodological support for the quantitative evaluation of interactive indicators in the interaction of pharmaceutical professionals with the client base. In the process of solving the tasks, methods of marketing, factor analysis, economic and mathematical analysis, and sociological research methods were used. A methodology for factor analysis of aspects of pharmaceutical information used by consumers of pharmacy products is developed. In the course of preliminary analytical work, the factors influencing the choice of medicines, characterizing sources of information and the degree of necessity in the life of the consumer of each aspect of pharmaceutical information are highlighted. Criteria for evaluating indicators are qualitative characteristics, each of which is assigned a corresponding numerical value-coefficient. A survey was conducted among regular customers of pharmacy organizations in the Oryol region. As a result of the conducted research, it was established that the population: gives preference to the choice of a medicine for such factors as quality, price, minimum side effects, convenience of admission; most often gets information about the drug from the instructions for use, from pharmaceutical professionals and doctors; most often uses as a factor of pharmaceutical information in daily life indications for use, the dose of the drug, contraindications to use and side effects. Pharmaceutical specialists of the researching pharmacy organizations in consultations should pay more attention to information on synonyms and analogues of LP and on new medicinal preparations. The methodology developed by the authors allows to realize the formation of a group of loyal (and most profitable) consumers with the goal of turning them into regular customers; improve the quality of services provided to consumers; to monitor the level of consumers' awareness about pharmacy products with the aim of developing a program of relationships with customers.