Аннотация: Актуальным направлением организационно-фармацевтических исследований является анализ ас-сортиментного и ценового профиля аптечных сетей с учетом социально-экономических факторов потребитель-ского спроса. Авторами разработаны этапы анализа показателей реализации товарных категорий лекарственного ассортимента, включая категорию жизненно необходимых и важнейших лекарственных препаратов (ЖНВЛП). Ценовая сегментация номенклатурных позиций позволила определить возможности управления ассортимент-ными матрицами на основе анализа ключевых экономических показателей работы аптек государственной формы собственности, выявить потребительские предпочтения и тенденции развития ассортиментной политики Госу-дарственного Унитарного Предприятия Свердловской области «Фармация». Ключевые слова: стратегическая сегментация потребителей лекарственных препаратов, ассортиментная мат-рица, категориальное управление.

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One of the established priorities for the development of the retail pharmaceutical market is the digital transformation of classical market mechanisms, in particular, the recent trend is the expanded expansion of ecosystem platforms in retail pharmaceutical activities. The relevance of studies devoted to assessing the applicability of the ecosystem approach for the territorial organizations of productive forces and the market distribution system of the pharmaceutical market is dictated both by the natural processes of the development of the pharmaceutical market and the regulatory specifics of the pharmaceutical sector. The aim of the study was to conceptualize the ecosystem approach to the organization of the pharmaceutical industry at the regional and interregional levels to form the internal potential for the development of the pharmaceutical industry and the distribution network of the pharmaceutical market. The object of the study was a complex of subjects of the pharmaceutical market, for which the architecture of drug distribution was simulated, as well as functional modeling of the processes of pharmaceutical distribution logistics. To assess the integrative and cooperative relationships of the logistics subsystem of a promising territorial pharmaceutical ecosystem, the results of the semantic tree of connections of regional players in the pharmaceutical market were used, as well as the content analysis of shipping documents in the drug supply chains. To assess the applicability of the ecosystem approach in the studied market segment, we have proposed an adaptation of the approach of specialists from Accenture and Kuzmina T.I. and Mandrik N.V., which consists in the industry specialization of the 5p-complex elements for the pharmaceutical market. When testing the proposed methodology, a semantic model of the logistics subsystem of the territorial pharmaceutical ecosystem was obtained, the typology of integrated structures in pharmaceutical logistics of the Ural Federal District (Ural Federal District) was substantiated, 3pl, 4pl, 5pl-operators of the distribution network of the logistics subsystem were determined. The applicability of the ecosystem approach to the modification of the existing structure of logistics channels in the pharmaceutical logistics of the Ural Federal District in the transition from the model of cluster integration in the industrial production of drugs to the ecosystem patient-oriented platform mechanism for the implementation of drug supply has been substantiated.

The article describes the results of structural-functional analysis of medicines distribution system in the Ural Federal District (Ural FD). The structure of material flow is heterogeneous in the indicator of logistics channels diversification: the share of trade turnover at federal distributors varies from 17.2 to 100%. There was also an increase in the share of the federal distribution with an increase in the cost of the medication. Methodical approach to risk assessment of pharmaceutical distribution logistics in the Ural FD on the basis of commercial and logistic risk multiplier has been developed and tested. Mathematical modeling of the federal suppliers’ demand for medicines produced in the Urals and the supply of Ural manufacturers with medicines was carried out. Based on the obtained results, methods of reducing the risks of distribution logistics are proposed; in particular, diversification of distribution channels in the range of selling prices of producers excl.VAT from 600 to 800 rubles per package, including by attracting Ural state unitary enterprises with a license for wholesale pharmaceutical activity. In addition, active promotion of expensive medications (more than 700 rubles) is recommended to reduce risks in their distribution and demand increase of federal distributors that will reduce the cost of medications and create additional availability for geriatric use.

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