ORIGINAL METHOD FOR THE EVALUATION OF THE SALES POTENTIAL OF OVER THE COUNTER (OTC) DRUGS ON ROMANIAN PHARMACEUTICAL MARKET.
C. POLINICENCU, IOANA MATEESCU, C. BURTA
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Abstract:

A method for the evaluation of the market potential of OTC (over the counter) drugs was developed. The elements of the marketing mix (product, price, distribution and promotion) received a score, depending on the importance of these elements for the marketing of the drug. The method was tested on oral antiseptics conditioned in the form of sucking tablets, but it can be applied to any drug. Without replacing the sales monitorisation, the method is important because it allows the analysis of the mechanism implied in the market behavior of a product.

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