COMPARATIVE STUDY REGARDING
COMMERCIAL POLICIES FOR THE ROMANIAN
ANTIDIABETICS’ MARKET
CLAUDIU MORGOVAN1*, SMARANDA COSMA2, CONSTANTIN
POLINICENCU3, CĂLIN BURTA4, STELIANA GHIBU3
1Faculty of General Medicine, Pharmacy and Dental Medicine, “Vasile
Goldiş” Western University of Arad, Romania
2Faculty of Business, “Babeş-Bolyai” University Cluj-Napoca, Romania
3Faculty of Pharmacy, “Iuliu Haţieganu” University of Medicine and
Pharmacy Cluj-Napoca, Romania
4Faculty of Pharmacy, “Victor Babeş” University of Medicine and
Pharmacy Timişoara, Romania
*corresponding author: claudiumorgovan@yahoo.com
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Abstract:

The success of the marketing activity is based on the right positioning of a
product on the market and implicitly on its differentiation from competing products. As diabetes mellitus is a pathology with controversial economic, psychological, social and medical consequences on the population and with continuously growing prevalence, providing a proper drug based treatment becomes an important aspect for improving life quality and life expectancy of diabetic patients. At present, several classes of oral antidiabetic drugs (OADs) and insulins are approved for the Romanian market, several
molecules and numerous original or generic preparations are used in the therapy of this disease. For the specific purpose of this paper, oral medication was divided into three classes in relation with their action mechanism, while insulins were included in only one category. In our paper, we allotted a score for each brand, depending on product price and
attractivity. Following the survey and analysis of results, we found that no antidiabetic drug was perceived as having a higher cost than attractivity. On the Romanian market some important products from the commercial point of view among oral antidiabetic drugs are registered, their price and attractivity being high: NovoNorm® (repaglinide), Glucobay® (acarbose), Actos® (pioglitasone), Avandia® (rosiglitasone), Lantus® (insulin glargine)
etc.). Products with low price and attractivity – Humalog® (insulin lispro), NovoRapid® (insulin aspartate) - and those with high attractivity, low price – Siofor® (metformin), Amaryl® (glimepiride), Diaprel® (gliclazide), NovoMix® (insulin aspartate + isophane insulin)- include most of the antidiabetic drugs.




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