????

1
???? ??????? ????????/?????????
?????????? ?????????? ? ?????
??????????????? ???????????

• ???? ????????,  
• ???????? ????????????? ???????????????
• Synovate Comcon

??????? ???? ????, 15 ?????? 2012 ????
2
??? ??????? ?????????? ???????? ??????? ?
????????? ???????????

1. ??????????? ??????????? ????????????? ??????
   ?????????
2. ??????????? ? ???????????? ????? ?????????
   ??????????? ???????? ??????????, ? ??
   ???????????? ??????????? ???? ?????????????
   ?????????.
3. ?????????? ??? ?? ??????????? ?????????
   ??????????? ? ??????????? (???????? ?
   ?????????????? ?? ???????).
4. ????? ????? ??????? ???????????? ? ????????
   ??????????? ? ?????? ???? ??? ???????????.

3
????? ?????????? ?????????
??????? ???? ????????? ???????????
??????????? ????????? ??? ??????? ?????? ???????? ???????? ????? ?????? ????? ????? ?????????, ?????????? ????????
???????????? ? ??????? ??????????? ? ????????? ????????? ? ????????????? ??????????? ? ????? ?????? ???????? ??????? ?? f-t-f ????????? ? ???????????
????????????? compliences ??????????????? ? ?????? ????? ?????? ?????? ??????? ??????
???????? ? ???????????? ???????? ? ????????? ???????? ????????????? ????????, ????????? ???? ??????
??????? ?????? ? ??????????? ?
??????? ?? INN ????????????? ???? ?????????????????? ?????????????? ?????? ?? ???????????? ?????????? ? ??????
4

• ????? (??????, ??????)

5
?????? ??????? ???????, ??????? ???????? ?
??????? ???????????????
???????? MEDI-Q, ?????? ???????????? ??????,
21 ?????, 6 ??????????????
6
?????? ?????? ? ??????? ???????? ??????? ??
???????? ??????????? ??????
???????? MEDI-Q, ?????? ???????????? ??????,
21 ?????, 6 ??????????????
7
??????? ???????? ????????????, ??????????????
???????? ???????????? ? ???????
???????? MEDI-Q, ?????? ???????????? ??????,
21 ?????, 6 ??????????????
8
??????? ???????? ????????????, ??????????????
???????? ???????????? ? ???????, ? ?????? ???????
???????? MEDI-Q, ?????? ???????????? ??????,
21 ?????, 6 ??????????????
9
?????? ?????? ? ???????????? ???????????
????????? ? ??????????????
???????? MEDI-Q, ?????? ???????????? ??????,
?????? 2012, 21 ?????, 6 ??????????????
10
???????? ?????? ???????????? ????????????
????????? ? ?????
???????? MEDI-Q, ?????? ???????????? ??????,
21 ?????, 6 ??????????????
11

• ??? ????? ?? ?????? ????????????? ???? ??????
• ?.?.???????????

12

• ????? (????????)
• ????????? ??????????
• ?????????????-????????????
• BrGx vs GGx
• ?????? ?? ??????????? ????? ??????????
• ???????????? ? ???????????

13
?????????? ??????

1. ???????????? ?????? ??????????? ?????
   ??????????????? ??????????.
2. ??????????? ????????? ?????? ????? ? ??? ??
   ?????????????.
3. ???????? ??? ?????? ????? ?????????.
4. ???????? ? ?????? ????????????? ?????????

14
??????? ??????? ????????????? ??????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
15
?????????? ??????

• ?????? ?? ???????

16
???????????? (INN) - ???????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
17
??????????? (INN) - ???????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
18
???????????? (INN) - ???????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
19
??????????? (INN) - ???????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
20
???? ???? ?????????? ?????? ?? INN
!
!
Amlodipin 41
Bisoprolol 18
Clopidogrel 12
Simvastatin 8
Atorvastatin 7
Losartan 3
Last data on prescription, Moscow, April 2012
Source PrIndex, Doctors Prescription
Monitoring, Moscow
21
?????????? ??????

• ????? ???????? ? ????????

22
KRKA ?????????? ????? ?????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
23
Actavis ?????????? ????? ?????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
24
Bayer ?????????? ????? ?????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
25
AstraZeneca ?????????? ????? ?????????
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
26
Market Share () In Physicians Prescription (TOP
30) - Commercial
Source PrIndex, Doctors Prescription
Monitoring, 8 cities
27
?????????? ??????

• ??????????? ??????

28
???????????? ??????. ???????????
???????? PrIndex ?????????? ?????????? ??,
?????? 2012
29

• ?????? (??????, ??????)

30
????? ?????????????? ???????? ?? ??????
????? ???10 ???????????????? ???????? ?? ???????
????? ?????? ?????
OTC
Rx
Rx
OTC
OTC
OTC
OTC
Mix
OTC
OTC
???????? Pharma-Q ?????? ??????????,
???????????, ?????? 20102012
31
???10 ?????????? ?? ?????? ?????
Gen
Orig
Oth
Oth
Gen
Oth
Oth
Gen
Orig
Oth
Rx
???/Rx
Rx
OTC
OTC
OTC
OTC
OTC
OTC
OTC
???????? Pharma-Q ?????? ??????????,
???????????, ?????? 20102012
32
Afobazol (Pharmstandart) case study
Trends for pharmacists' evaluation of products in
terms ofI often recommend this drug
Trends for pharmacists' evaluation of products in
terms of Coverage by REPs visits
Model of distribution of influence of various
target groups (doctors pharmacists end-users)
on Afobazol sales
Source PHARMA-Q Pharmacists opinion, April
2010 April 2012
33
Afobazol (Pharmstandart) case study
Trends for Afobazol Awareness, Usage and Keff
Trends for end-users evaluation of products in
terms of Watched ad
Source HealthIndex
34
????????? ??????????????? ? ???????????? ?
???????????? ??????????
Source Pharma-Q Pharmacists Opinion, April
2010 April 2012
35

• ???????? ???????????

36
?????? ???????? ????????, ???????????? ???????
????????? ?? ??????? ????????? ???????????
Source HealthIndex, 3rd 2012
37
?????????? ?????????????? ?????????? ?????????
???????????? ??? ???????????? ? ?????? ??????? ??
??????????????? ??????????
Source HealthIndex, 3rd 2012
38

• ?????????????????? ???

39
????????, ??????????? ??????? ?????????? ?
?????????????????? ???????? ??? ??????
???????? ContentaMedical Index, 1 ????????? 2012
40
??????? ?????????? ? ?????????????????? ????????
??? ??????
???????? ContentaMedical Index, 1 ????????? 2012
41
????????, ??????????? ??????? ?????????? ?
?????????????????? ???????? ??? ?????????? ?
???????????
???????? ContentaMedical Index, 1 ????????? 2012
42
??????? ?????????? ? ?????????????????? ????????
??? ?????????? ? ???????????
???????? ContentaMedical Index, 1 ????????? 2012
43
??????? ?? ????????!

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