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Peculiarity of Pharmaceutical Marketing in Serbia

机译：塞尔维亚药品营销的特殊性

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Major challenge for the Western Balkan pharmaceutical markets remains legal enforcement of measurable tender criteria (1) when submitting offers for supplying large healthcare centers. All of regional economies increased health spending rapidly over past two and a half decades. Nevertheless, constrained national drug budgets have led to the development of diverse resource allocation strategies (2). Public debate has created an impression that there is room for more active inclusion of marketing in generating strategic decisions at the company level (3). Focus on operative, daily duties may also be the result of the complex and difficult conditions in which the pharmaceutical industry functions in Serbia (4). This market is characterized by modest size, decent growth rates, and heavy domination of generics as compared to other Eastern European countries (5). Local industry balances between imposed legislative limitations, its own orientation to generating profit, and de facto present social and ethical factor. Value creation in domestic market is unified in synergetic effect of the product, pricing, distribution, and promotion (6). A superior competitive strategy must be sought at the enhanced product level, i.e., in the concept of value added, where companies on the market of Serbia are only making their first steps (7).
机译：西方巴尔干制药市场面临的主要挑战仍然是在提交供应大型医疗中心的要约时依法执行可衡量的招标标准（1）。在过去的两年半中，所有区域经济体均迅速增加了卫生支出。然而，受限制的国家药品预算导致了多种资源分配策略的发展（2）。公开辩论给人的印象是，在制定公司一级的战略决策时，仍有市场可以更积极地纳入市场营销的空间（3）。专注于日常工作也可能是塞尔维亚制药业运作复杂而困难的条件的结果（4）。与其他东欧国家相比，该市场的特点是规模适中，增长率适中，仿制药占主导地位（5）。地方工业在立法限制，自身创造利润的方向以及事实上存在的社会和道德因素之间取得平衡。国内市场的价值创造在产品，定价，分销和促销的协同效应中是统一的（6）。必须在增强的产品级别上寻求卓越的竞争策略，即在增值概念上，塞尔维亚市场上的公司只是迈出了第一步（7）。

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