Bulgaria and Poland are two leading countries in Eastern Europe in terms of smoking prevalence. One of the main reasons that makes the process of quitting smoking so difficult is nicotine dependence (ND). Its pharmacological treatment has shown very good results. This provides a basis for limiting cigarette consumption among nicotinedependent smokers. The aim of the study was to determine whether nicotine dependence therapy (NDT) is within the means of all social levels in both countries examined and how the prices of nicotine dependence treatment reflect on sales of anti-smoking drugs. For this purpose the drugs used in NDT, registered during 2005, have been examined and the prices of one course in Bulgaria and Poland have been compared. The price of one course of NDT against the average salary for the duration of the course period has been recalculated. The results show higher accessibility of NDT in Poland in comparison with the rather high therapy expenses in Bulgaria. Nevertheless, there is a cytisine product that shows higher accessibility authorized for use in both countries.

Although a wide variety of anti-smoking drugs have been registered on the pharmaceutical market, smoking continues to show high prevalence with most smokers being nicotine-dependent, which can lead to the necessity of pharmacological treatment. The existence of a legislative basis for smoking control and limitation of its harmful effects is a necessary but still insuffi cient prerequisite. In the present paper, different marketing approaches (legislation changes, Rx-to-OTC switching strategy, promotion campaigns and price alterations) as a complex corporative strategy for stimulating the sales of a specifi c product have been examined. Documentary and comparative analysis were carried out. The results show that synchronisation of advertising measures with the other marketing approaches leads to an increase in sales and are of utmost importance.