EVALUATION OF INFORMATION AVAILABILITY FOR CONSUMERS OF GASTROENTEROLOGICAL DRUGS
The constantly developing pharmaceutical market in Russia and the expansion of the assortment of medicines promote the active growth of the information flow in the field of pharmaceutical science. Strict aspiration of Russian and foreign pharmaceutical manufacturers to expand the possibilities of product promotion through multi-channel marketing communications dictates the urgent need to actively search for the most effective ways of informing the subjects of the pharmaceutical market. Among the topical areas of such research is the identification of priority directions for the dissemination of information aimed at consumers of pharmaceutical products. Currently, diseases of the gastrointestinal tract, according to official medical statistics, are the third most common among all diseases in the Russian Federation with a continuing tendency to increase. This is due to poor environmental conditions, improper and untimely food, inaccuracies in the diet, the use of poor-quality products and bad habits. This article is devoted to the issues of information accessibility for consumers of gastroenterological drugs. Under the information accessibility, the possibility of consumers to obtain up-to-date and necessary information in the field of pharmacy, in particular information on contraindications, side effects, and the efficacy and safety of drugs for a certain period of time was considered. The research was carried out using sociological methods (questionnaires and interviewing), the sample size (the survey of 540 consumers) ensured the representativeness of the data obtained. The results of the questionnaire were processed by statistical and correlation analysis methods. This article describes the socio-demographic profile of the consumer of gastroenterological drugs. The main sources of information on gastroenterological drugs for consumers are identified. The main sources of information on drugs for consumers were evaluated according to the criteria of benefit, trust and efficiency. The information accessibility for consumers of drugs for treatment and prevention of gastrointestinal tract diseases (GTD) is revealed. The results of this study can be useful for managers of pharmaceutical companies and pharmacy organizations developing issues of improving information support for consumers of goods sold in the Russian pharmaceutical market.