Contemporary marketing development in the pharmaceutical industry in Kosovo

UNIVERSI - International Journal of Education, Science, Technology, Innovation, Health and Environment

(ISSN: 1857- 9450)

Volume 01– Issue 01, December 2014

UNIVERSI Journal (www.universi.mk) Page | 1

Contemporary marketing development in the pharmaceutical industry in

Kosovo

1,2Mimoza Zhubi,

1Shpresa Hoxha, Bukurije Zhubi,

1Arberesha Shala,.

3Ardita Rizvanolli

1Faculty of Economy, University of Prishtina Hasan Prishtina, Street Agim Ramadani nn. Prishtina.

2Biochemistry institution Clinical University Center of Kosovo

3Faculty of Medicine, University of Prishtina Hasan Prishtina, Street Mother Theresa nn, Prishtine.

Mimoza Zhubi,

Mother Theresa No Number Prishtina, Kosovo

[email protected]

___________________________________________________________________________

ABSTRACT— The pharmaceutical industry is being developed and is progressing with rapid steps, and

according to its development it’s the third in the world after arms and oil industry. This shows that 1/3 of the

money in the world originates from the production and distribution of drugs. Post-war Kosovo suffered many

changes that were present also in the field of pharmaceutical industry. While local pharmaceutical companies

underwent significant changes during the privatization and the opening of new pharmaceutical companies, a

number of pharmaceutical companies of the former Yugoslavia covered the pharmaceutical market in our country.

Likewise, it should also be taken into account that in Kosovo we have more imported pharmaceutical products

from foreign known pharmaceutical companies which significantly affect the local pharmaceutical products

market.

Based on the above mentioned data we come to the idea of research and analysis of the characteristics of modern

marketing development in the pharmaceutical industry in Kosovo in order to achieve much better quality service

and to reach profitability in the domestic pharmaceutical companies. And finally, drawing of conclusions and

recommendations has been made based on the analysis of the Marketing and Promotion strategies.

Keywords — pharmaceutical marketing; mix marketing; promotional strategies, advertising, pharmaceutical

products.

___________________________________________________________________________

Introduction

When we talk about pharmaceutical industry, it is important to mention that it is being faced with

fundamental changes, where business models that were successfully implemented in earlier decades now

aren’t used any more, taking into account the orientations of pharmaceutical companies which were

dramatically changed.

This is also documented by the data of Mark Kroes with associates who prefer the reception of a new

practice as a new perspective of pharmaceutical markets and not the support of the traditional model of

the pharmaceutical markets’ management. Therefore it’s necessary the use of the business intelligence

thus supporting and increasing of in this way the effectiveness of marketing and sales, as well as

business operations. (1)

mailto:[email protected]


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Pharmaceutical Industry Marketing

It’s a very intensive discipline which includes in general and particularly specific marketing

knowledge and all issues related to the production and the pharmaceutical drugs activity service ,

therapy and health care of patients.(2)

The pharmaceutical activity includes: the production, control, distribution, giving and sale of

pharmaceutical products as well as the provision of different health services which aim at the

improvement of the quality of human life (3).

Marketing of pharmaceutical products

We are aware that advertisement nowadays makes 'miracles'. Every product, if it has good advertising, it

quickly reaches the buyer, who buys the product without asking about its price believing in its quality.

However, the pharmaceutical marketing is specific because the drugs and medical products have specific

use and cannot take them all but only those who have a prescription from the doctor or have been

consulted with the pharmacist. At the same time these are the products that directly affect the human

health, and therefore they are subject of control and stringent legal regulations on the way to their arrival

to the market, - starting from the procedures of production, quality control, distribution, first phase

marketing, registration procedure - authorization for marketing up to the post-marketing phase –

monitoring phase or drug tracking. Here we have also social responsibility because the pharmaceutical

industry is part of the health system, and the benefit of profit is in connection with the economic power-

state, and the power or state of the health insurance system. (4)

The development of marketing depends from the type of pharmaceutical product, whether in question are

the drugs given based on the doctor’s prescription or in question are the Over the counter drug (OTC)

products and other products that enter the health function (herbal products, dietary products and other

similar products).

The Over the counter drug (OTC) products can be advertised by direct promotion, through electronic

media, short spots, related slogans, through regular daily newspapers etc. The advertisement of drugs

given without doctor’s prescription should stress their rational use, presenting objectively and without

excessive strengthening of its properties.

The drugs issued through medical prescription aren’t allowed to be advertised in the public media, but

they as an advertising activity have the brochures and presentations in the health institutions, congresses,

symposiums, literatures, health publications and other advertising materials, where in this manner health

workers are informed on the market products and can recommend them to patient. (5)

When in question is the marketing of drugs, it is important to mention also different strategies for

advertising of brand drugs (brand) and generic products. At the first it exists a close link with the

research, development and marketing. The manufacturers of original brand drugs are oriented in two or

three therapeutic activities or just in new technologies DDS (DDS from English Drug Delivery System-

controlled drug delivery system). When in question is the fight for the competition, the significant

segment represents the selection of the partner for cooperation in licensing, market analysis, and the

production properties- competitive drug. We know very well that many factories of the former


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Yugoslavia are producing the brand drugs with the license of European and world’s pharmaceutical

companies and in this way they have greater advantages in the market. (6)

In our republic there are several factories for the production of solid form drugs that have start to work

before the NATO bombardments as Farmakos, as well as some others that have been opened and are

working after this period, among which is the Trepharm as well.

The manufacturers of generic drugs in their advertising strategy emphasize classical Mix advertising

instruments (quality of products, prices, deliveries). Their promotional activities mainly are directed

towards doctors and health insurance funds, supply services with which they establish a special

relationship – partnership. The Mix-or promotional diversity mainly means the marking * logo *, the

company’s brand, health care workers and patients, participation in public promotional programs of life

importance health products (in which is presented their company logo) and sports sponsoring activities,

humanitarian and cultural manifestations, which shows the contemporary advertising diversity, that is the

achievement of social values. At the same time it is an opportunity for a Public Relation (PR) for the

pharmaceutical company itself. Examples in our environment are the sponsorship of various medical and

pharmaceutical activities, various symposiums, advertisements on buses, and on pharmacy windows,

various gifts, small advertising boxes etc. (7)

Pharmaceutical Marketing Principles and practices

The basic principle originates from that the pharmaceutical industry is committed to health and has the

obligation and responsibility to provide accurate information and in this spirit it educates its marketing

representatives who operate in the field. There are 2 types of pharmaceutical companies for marketing

representatives. A medical or pharmaceutical representative has college and high scientific degree and

health orientation, mostly doctors and pharmacists and commercial representatives - sales representative,

whose activity is directed towards the sales and distribution. This work is usually done by economists,

managers, but also doctors and pharmacists.

Feedback information principle

Marketing services should be actively involved because that way are obtained important information on

the progress and performance of the company, gathering feedback not only for positive and adverse

effects of drugs, but also the information about how the buyers like and accept the wrapping material

(drug) and the price, size and packaging and requirements for any new product.

Principles of Marketing Communication at symposiums, congresses and scientific directed activities

Include planned and well-coordinated activities, which intend to present to the professional public the

verified scientific results about its products. The presented information are the part of clinical studies

(directed from the drug registration phase - phase II and III, or post registration studies - Phase IV), but

they may be from the same therapeutic group comparisons, but also of different producers so that they

should be made within the highest standards of Pharmaceutical Marketing, legal regulations and clinical

practices. (8)


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Hospitality and promotion principle

Pharmaceutical companies’ role is to offer hospitality to instructors, promoters in terms of payment of

expenses, travel expenses and royalties.

Sponsorship principle

Sponsoring role is to provide financial support as well as other supports for the realization of various

activities (organization of scientific meetings, symposiums, congresses, company name promotion as well

as identifying brands at sports and cultural manifestations, etc.).

Principle of standards and quality of advertisement material

Advertisement material can be in a printed form (flyers, brochures, posters, billboard, etc.) or can be

realized through electronic media (radio, TV, marketing websites).

Sampling principles

Samples can be used for specific uses, such as: first appearance on the market, special events where the

samples will be distributed. These are the packages not with the packaging standards of the OTC products

with inscription “free sample”.

Use of internet with marketing purpose

It’s very present in pharmaceutical activity and it’s recommended for health promotion and education of

the population, but it should be respected all legal standards and norms.

Marketing research and Post Marketing studies of drugs

There are several types of marketing design research of which the most famous is the SWOT analysis.

SWOT analysis, in fact represents the examination of the strengths and weaknesses of a company or its

product and the possibility of the threat of its space, i.e. the factors and market research. Pharmaceutical

marketing activities can be divided into 2 phases: marketing activity up to the product registration (obtain

permission for circulation) as well as post-marketing activities. (9)

Marketing functioning in the Pharmaceutical industry

Pharmaceutical companies spend a large sum of money in advertising, marketing and lobbying. In the

U.S., the amount of expenses reaches 19 billion dollars and a huge amount goes towards promotion.

Advertising and promotion are taking on a large scale in the pharmaceutical industry. This is as a result of

competition and customer requirements. It has been proved in the whole world that the most effective

form of the marketing in the pharmaceutical industry is that through a direct marketing (through

representatives).


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Wholesale Marketing Companies

The marketing of the wholesale companies implies innovative activities in development of services. This

is mostly done through special gifts for specialized health centers. Distributors can also take an important

place in the promotional activities in public pharmacies where OTC products are promoted and that

directly with the patient / buyer.

Marketing in Health Institutions

The marketing in health institutions is focused on the patient satisfaction, research of their needs, and

promotion of the best way for living, frequent checks. The main carriers of the promotion and health

strategy marketing are the primary health centers as clinics, pharmacies, health centers etc.

Pharmaceutical Marketing functioning in pharmacies

If we wish that a pharmacy to have qualitative services it should have good and advanced programs of

marketing. In pharmacies it’s done the distributing of the marketing material (brochures, advertising

billboards, etc.). (10)

Analysis of modern marketing development in the pharmaceutical industry in Kosovo

The Kosovo’s pharmaceutical market is small somewhere about 100 million euro, according to the

indicators from 2005. Otherwise, the market has undergone major changes in last 10 years as a result of

economic instability, and low purchasing power. Drug costs are somewhere around 35 million euro in a

year. In the market are present about 160 domestic and foreign manufacturers from 30 different countries.

In the market are dominating generic drugs, and that mainly from the former Yugoslav republics. Supply

and distribution is centralized, which is done through the essential list which is established by the

Ministry of Health through tendering. (11)

Below we will talk about the two pharmaceutical companies in Kosovo dealing with the manufacturing of

pharmaceutical products and their market launch: Farmakos and Trepharm. Farmakos with a 49-year-old

tradition is the pharmaceutical company that deals with the production of pharmaceutical drugs since

1970 compared to TrePharm which began operations in 2008 and started the production in 2011.

Although Farmakos was previously one of the largest companies with a considerable number of

employees, after privatization, it has now employed only 56 employees, compared with TrePharm which

as a new private company has a total of 60 new employees.

Both companies have serious competition with international companies, especially those of the former

Yugoslavia Alkaloid, Lek, Krka, Pliva, Bosnaljek (Macedonia, Slovenia, Croatia, Bosnia and

Herzegovina).

Farmakos makes the production of around 60 pharmaceutical products and 15 OTC products. Currently

in Farmakos, is running the unit for the production of antibiotics, vitamins, antihypertensive drugs (high

blood pressure), drugs for pregnancy, antiarrythmic drugs (for heart rhythm disorder disease), drugs

against stomach acidity, anti-inflammatory drugs (NSAID) sedation drugs, antiasmathycs,

antiparkinsons, laxatives, etc. From the pharmaceutical production program it has an assortment of these

forms: tablets, pills, film tablets, creams, capsules, solutions (drops, syrup and emulsion), suppositories,


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powders, ampoules and medicinal tea. From the hygienic production program the assortment of products

is consisted of: toilet soap, toothpaste and hair shampoo.

However TrePharm deals with the production of only three drug forms: capsules, tablets and syrups total

39 products - drugs (antibiotics, ant diabetics, analgesics, vitamins) and not with the OTC products.

Figure 1- Number and types of products that are produced in two pharmaceutical companies

In general, the two companies have not a wide assortment of pharmaceutical products even though they

plan for the production of new products, with no opportunity of their placement in international markets,

although Farmakos had this opportunity earlier. (12)

Until the 80’s Farmakos had its production capacities up to 10 million drug packages in a year and

which were placed in the whole territory of the former Yugoslavia as well as they were exported to all

the countries of Eastern Europe and the Soviet Union. At that time Farmakos has had employed 320

workers and had realized annual revenues of approximately $ 10 millions. In other words FARMAKOS

was a company with a high reputation and large variety of pharmaceutical products.

But on the 19t September of 2003, by UNMIK laws respectively KTA it was privatized in the second

round of privatization and takes the path of a new modern company named FARMAKOS New Co LLC.

(13) Now, the pharmaceutical company Farmakos covers the Kosovo’s pharmaceutical market needs

around 20%, while Trepharm 10%, taking into consideration that they have been fully replaced by other

competing manufacturers. This is enabled also by the existing local regulations which are in the disfavor

of the domestic producers is claimed by both companies.

Figure 2- Percentage of market supply with medicinal drugs from two local pharmaceutical companies.


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Both companies agree with the fact that the marketing affects larger selling of pharmaceutical products.

Kosovo pharmaceutical companies stress that marketing has an impact on greater sales, up to 40%.

Figure 3- Marketing impact in selling of pharmaceutical products

Kosovo pharmaceutical companies' promotional activities are organized in the form of recurring

advertisement, individual selling and seminars, brochures and meetings.

Also they refer also as more extensive promotional activities, which in addition to the above mentioned

activities it’s included also a continuous advertisement and newspapers, advertising media TV,

magazines, and new media- internet. On the promotional activities the Kosovo companies see as

reasonable to share from the budget 10% up to 15% of the funds.

Figure 4- Spending from the general budget for promotional activities in both pharmaceutical industries

in Kosovo

Additionally, the reward of the customers is preferred by the pharmaceutical companies. This is done in

various forms in which the distribution of free samples is free of charge, then the distribution of pens,

books and lunches take an important place an important place in this direction for both companies. (12)

Discussion

Kosovo in the post-war period is faced with many challenges that significantly affect the country's

pharmaceutical industry. A considerable number of pharmaceutical companies have become extinct or are

on their way to become that due to their privatization, while new companies are faced with many

difficulties due to fierce market and current severe conditions that are present in Kosovo and in the


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region. Pharmaceutical companies with local products it’s difficult to launch their products abroad, which

means that they cover only the Kosovo market. This is not the case with pharmaceutical companies from

the former Yugoslav republics. Although Croatia is counted in small markets its pharmaceutical

companies are place at the international level, so that they can compete in the developed markets

compared to our pharmaceutical companies that are far away. So for e.g. in Croatia's overall

pharmaceutical market are sold 130,899,209 ready packaged drugs, of which 17.5% are of Pliva (which

has 1700 employees and which is a member of the Teva Group since 2008) and which exports 80% in

the U.S.A, Russia, Poland, Ukraine, Bosnia and Herzegovina, Czech Republic, Great Britain, Kazakhstan,

and Hungary. (14)

Pliva falls among the 9 countries that possess its origjinal antibiotic (they have discovered azithromycine)

and with tendencies of expansion by investing up to 120 million dollars.(15)

In Croatia, we have also the second pharmaceutical manufacturer- industry by size Belupo of Koprivnik

(with 1,250 employees) which includes 30% of the market for drugs that act in the heart and blood

vessels, and 55% of drugs that affect in the reduction of the blood pressure (ACE inhibitors). Its main

market is Croatia, with 60% of sales, while the remaining 40% goes to the international market but also

here in Kosovo. Belupo although is the local market leader in Croatia, with sales increase by 5.29% for 3

months, it has recorded sales growth abroad up to 18%. (16)

Also the laboratory jaran Galenski is a known exporter of pharmaceutical products in Russia and Ukraine

and Kosovo.

Also, the JGL group with 492 employees has reported a 25% increase in profit which has included the

international market such as USA, Brazil, India, China, and Western Europe where the Aqua Maris is the

leading brand in Southeast Europe and the former Soviet republics, and the fourth place for physiological

solutions and nasal solutions. With 50 million sold units Aqua Maris in the international market (in

Kosovo this product is sold at large), it represents the leading and most successful brand of JGL with 98%

of sales.

PharmaS is planning to acquire 5% of the local market in Croatia, but also abroad: in Serbia, Bosnia and

Herzegovina, Macedonia, Kosovo and Montenegro. (17)

Also, our two pharmaceutical companies that is, Farmakos and Trepharm have stated that they can cover

the local market only 10 to 20%, while in terms of exports it does not exist such a possibility despite the

desire of the two pharmaceutical companies.

As strong competition for the pharmaceutical industry in Kosovo are foreign companies but also those of

the region of the former Yugoslav republics. Similar phenomena found in the pharmaceutical industry

after the war with Bosnia and Herzegovina, although most of the market has Bosnalijek, its main

competitors are Krka dhe Lek nga Sllovenia, Hemofarm from Serbia, Alkaloid from Maqedonia as well

as some world companies with the wider circle. (18)

Pharmaceutical market represents one of the most profitable markets with annual increase of 6-8%, taking

into account the population growth and aging that lead to the increase of chronic diseases, and therefore

further increase of the pharmaceutical market.

Otherwise, in the world market mainly dominate 10 pharmaceutical markets with 77.9% of sales, where

the U.S. pharmaceutical market comprises 41%. Germany, France, Italy, Spain and the UK are considered

five major European pharmaceutical markets, but we also have other countries where the U.S. takes the

first place then Canada, and China, which take the third place in the world in the pharmaceutical market.

All of these countries in the coming years will have different rates of growth in the pharmaceutical market


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that range from 3-5% for the U.S.A, China 5-7% and 5 above mentioned European countries and Canada

1-3% (19)

Some companies in the pharmaceutical industry don’t have competition as it’s the case with for e.g. Novo

Nordisk, Shering which apply special strategies seeking unprocessed markets that do not have

competitors where various diseases are not sufficiently covered by adequate therapeutic medications.

Thanks to this strategy, these companies have earned more and have provided increase up to 70%. (20)

Also the Swiss company Roche, which has made significant investments in the development of drugs in

the field of oncology, has enabled it to be one of the most profitable and most successful industries in the

world.

To have success in the pharmaceutical market it must be well known the competition which is day by day

stronger beginning from global competitors to online competitors. Identification of competitors to the

company is seemingly a simple task. But, however, the inclusion of current and potential competitors of a

company can be much broader, and represents one of the most complex issues in the pharmaceutical

industry. This is because that in this activity the competition is present among some producers, semi

manufacturers, wholesale warehouses, pharmacies and other segments. Regardless which category is in

question, each company after it identifies its main competitors should review their strategies, goals,

manufacturing strength and weaknesses. This is the only correct way and the marketing planning for all

competitors in the pharmaceutical market.

We have strong competition in prices that producers should look with special care, to successfully come

to the drug referral lists. On the other hand there are major requirements to claim for big rebates from the

wholesale warehouses and other distributors that lead to the "war for prices".

In a similar situation is also the pharmaceutical industry in Kosovo, where the large number of

pharmaceutical wholesale warehouses and pharmaceutical companies compete in the market with

different prices and rebates thus aggravating the work of companies that deal with local production of

pharmaceutics products.

Also, the managers in pharmaceutical companies must have knowledge how their competition operates

with potential buyers: is it based on long-term or short-term financial success. Regarding the

pharmaceutical market we can freely say that it is subject to copyright in the production of generic drugs

(original drugs are copied fast) leading to the change in price.

In Kosovo’s pharmaceutical market we have two groups of competing companies, those dealing with the

production and those dealing with the placement of products. In the first group take part the drug

manufacturers who have their marketing units for the purpose of direct sales to business customers.

While, in the second take part the firms that represent the drug manufacturers on their behalf and on their

own behalf, but for personal behalf they perform sales and marketing, distribution, setting of the price,

and promotion. In addition to the above mentioned there are also firms that deal with semi products

respectively with the drug packaging. It is worth mentioning that a similar situation occurs also in the

pharmaceutical market in Bosnia and Herzegovina.

World known pharmaceutical firms, with profitability in their revenues in 2009 were :

PFIZER U.S., Roche of Switzerland, GLAXOSMITHKLINE of England, NOVARTIS of Switzerland,

and Sanofi-Aventis of France, JOHNSON & JOHNSON U.S., ASTRA ZENECA of England, U.S.

ABBOTT, MERCK & CO. U.S.A, and BAYER HEALTHCARE Germany.


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Today we are witnessing the global changes in the major pharmaceutical companies in the world market

due to wrong assessment of the competition or wrong strategy and inadequate financial establishment

strength that could lead to their losses or failures.

With a detailed market analysis, key success factors and other circumstantial elements we can stress that

the pharmaceutical market in Kosovo is very complex due to the current situation, the transition as well as

various other factors. It should be also taken into account that in Kosovo there is a large number of

competitors who compete mainly in two basic ways: as a brand competition, and as producers’

competition. Based on the available data it’s seen that the pharmaceutical market in Kosovo is largely

covered by the import-foreign pharmaceutical companies which almost completely cover it, and the

participation of local companies is around 5%, although data of the two companies claim that they cover

10-20% of the market as we have mentioned above. (21)

The competition between the producers of pharmaceutical companies in our market is expressed in the

mix marketing.

As serious competitors are accounted the companies from pharmaceutical companies of the former

Yugoslavia that dominates in the pharmaceutical market in Kosovo but it should not be overlooked even

foreign companies, which are also largely penetrating in the pharmaceutical market.

In the strong competitors for both studied companies in this work can count: the competitors from the

territory of the former Yugoslavia as Krka and Lek Slovenia, Pliva, DietPharma. Apipharma & Mdph

from Croatia, Alkaloid and Fitopharm & Medi Macedonia, Hemofarmi and Zdravlje Serbia, Bosnaljek of

Bosnia and Herzegovina, but also as well as some world known companies from the wider circle

(Aventis, Sanofi, Dade Bechring, Beti-Fickinson, Menarini Altupharma, and Berl. Chem. & Upsâ, Dr

Theis Pharmamed, BerlinChemie, VITABIOTICS, Roche, etc.). We can say that Krka, Pliva and

Alkalodi cover 30% of the pharmaceutical market in Kosovo. Also, the existence of over 70

pharmaceutical wholesale warehouses in Kosovo should be counted as competition for pharmaceutical

companies in Kosovo. (22)

Taking into account the above data, we can say that the only and correct way of penetration of local

companies with their products in the market in Kosovo, is the marketing planning for all competitors in

the pharmaceutical market in order to reach a success.

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Documents

Contemporary marketing development in the pharmaceutical industry in Kosovo