Marketing Strategies in the Distribution of Medicinal Products Based on the Example of "MediLine Distribution" Ltd
Marketing Strategies in the Distribution of Medicinal Products Based on the Example of "MediLine Distribution" Ltd

Author(s): Hristo Georgiev, Hristina Mihaleva, Svetla Atanasova, Alexander Angelov
Subject(s): Economy, Business Economy / Management, ICT Information and Communications Technologies, Business Ethics
Published by: Икономически университет - Варна
Keywords: pharmaceutical industry; distribution channels; international markets; marketing techniques
Summary/Abstract: The pharmaceutical industry is one of the most dynamic and strategically important sectors of the global economy. In the context of strict regulatory requirements, technological progress and ever-increasing competition, the effectiveness of marketing strategies, especially in the field of distribution, is becoming crucial for the market sustainability and growth of pharmaceutical companies.In the context of the Bulgarian market, this need is even more pronounced. On the one hand, the pharmacy sector in the country is highly fragmented, and on the other hand, customers (including pharmacies and medical institutions) expect fast, accurate and reliable delivery. This places distributors at the center of the value chain and requires them to implement well-thought-out marketing approaches that combine logistics, service and communication.

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