Development of Recommendations to Optimize the Marketing Strategy of the Drug Nexium on the Russian Market

Strategic planning plays a key role in the success of organisations, especially in rapidly changing and highly competitive fields such as pharmaceuticals. This paper was aimed at formulating recommendations for streamlining the marketing strategy of Nexium, a medicinal medical product for the treatment of diseases associated with hyperacidity, produced by AstraZeneca on the Russian market. The initial step was to examine the macro trends and issues affecting the current operations of the organisation. Next, as part of the analytical phase of the study, various analysis tools were applied, including assessment of external factors, competitive forces analysis, benchmarking to compare with market leaders, and analysis of internal strengths, weaknesses, and potential opportunities and threats. These approaches provided an in-depth understanding of the market environment and the competitive advantages of the company and the drug. Qualitative research was conducted that uncovered important aspects of medical professionals' preferences regarding communication channels and perceptions of proton pump inhibitors. Content analysis revealed patterns in survey participants' reactions, and the Python programming language was used to create data visualisations through correlation analysis and heat maps. Based on the data collected, initiatives were developed, the implementation of which will help increase the loyalty of healthcare professionals, increase SoV and maintain industry leadership.