Теоретико-методичні аспекти формування механізму антикризового управління маркетинговими комунікаціями фармацевтичних підприємств

Abstract

The article substantiates the practical need for implementing the concept of anti-crisis management in the organizations activities. Some signs and cases of crisis phenomena in the marketing communication activity of pharmaceutical enterprises are presented, including the target audience distrust to the consumer properties of manufactured medicines; loss of image, loss of brand reputation of the organization; negative attitude towards the enterprise brand; copying a trademark of the company by competitors, which may mislead consumers when choosing medicinal products; negative publications about the pharmaceutical enterprises in the mass media; legal issues relating to ill-intentioned advertising and, as a consequence, unpredictable additional financial back-up of the pharmaceutical enterprises for the consequences elimination and the fines payment; the consequences of changes in the legal regulation of the use of individual elements of marketing communications by the subjects of the pharmaceutical market. The problems of anti-crisis management of marketing communications are grouped: problems connected with crisis management; problems of functional methodological nature; problems of informational and prognostic nature; problems of recovery and effectiveness of crisis management. The procedure is described and the algorithm of forming the mechanism of anti-crisis management in pharmaceutical enterprises marketing communications is proposed. The main properties are highlighted and the principles of effective functioning of the mechanism of anti-crisis management of marketing communications in pharmaceutical enterprises are grounded.