Tools of decision making in the field of strategic advertisement of pharmaceutical enterprises

Abstract

The evolution of the modern information and communication technologies contributes to en hancement of advertising strategies, as effective tools of pharmaceutical marketing. The need to take into account the nonlinear dynamic nature of advertising processes and presence the influence of numerous stochastic factors in market environment of pharmaceutical enterprises with the impossibility of obtaining an unambiguous analytical solution put forward problem of attracting a special mathematical apparatus for research. Purpose. The expediency of attracting modeling methods as tools of making strategic advertising decisions is substantiated. A simulation model-simulator is proposed, developed using a combination of Agent and SystemDynamic approaches on the AnyLogic software platform. The main areas of use the simulator: monitoring and predicting the reaction of target audiences to product advertising; effectiveness control of research on new and re-releasing existing medicines in response to market reactions and preferences of potential clients; optimization of advertising budget with justification of expediency of its redistribution between original and generic preparations. The efficiency of using simulation models-simulators as tools for the formation of advertising strategies has been proved. The development can be recommended for implementation by pharmaceutical companies.