THE KANO METHOD AS THE TOOL OF THE ASSESSMENT OF THE CONTRIBUTION OF PARAMETERS OF ACTIVITY OF THE PHARMACEUTICAL ORGANIZATION IN FORMATION OF VALUE OF THE PHARMACEUTICAL HELP
The assessment of a contribution of parameters of activity of the pharmaceutical organization in creation of basic and additional value of the pharmaceutical help is carried out. On the basis of the conducted sociological research of consumers of the pharmaceutical help with Kano method use – as universal tool of an assessment of quality of services - parameters of activity of the pharmaceutical organizations were divided into four groups taking into account their contribution to value formation: (1) the obligatory, (2) one-dimensional, (3) attractive, (4) neutral. Research of mechanisms of formation of value in a retail link of the pharmaceutical market, and also costs of it, revealed not rationality use of the allocated funds: from 10% to 30% of the budget it is spent for development of neutral parameters of the activity which doesn´t have impact on value of service. As result of research the mechanism of systematization of parameters of activity on the Kano method, allowing to increase the value of the pharmaceutical help by redistribution of expenses, without increase in average cost of the address serves.