MARKETING ANALYSIS OF THE RANGE OF PHARMACEUTICAL PRODUCTS IN THE CITY OF SAMARKAND

SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 121 MARKETING ANALYSIS OF THE RANGE OF PHARMACEUTICAL PRODUCTS IN THE CITY OF SAMARKAND M. Makhmudova1, N. D. Suyunov2 Samarkand State Medical University1 Scientific Supervisor2 https://doi.org/10.5281/zenodo.17502215 Abstract. It is widely recognized in the academic community that the modern economy is a complex system that profoundly impacts all aspects of human and social life, and is becoming increasingly socially oriented. The effectiveness of economic development is largely determined by human capital. People's ability to work and social activity are closely linked to their health. Therefore, healthcare fulfills one of the most important social objectives: maintaining and improving the health of citizens. Optimal healthcare efficiency can only be achieved through a strong pharmaceutical industry, in which pharmacy chains play a vital role. Keywords: pharmaceutical industry, medical devices, medical equipment, monetary terms. INTRODUCTION It is fundamentally important to acknowledge that pharmacy chains occupy a leading position and have firmly established themselves in the pharmaceutical industry. The pharmaceutical business is one of the most profitable and dynamically developing sectors of the global economy. The data unequivocally demonstrates that Decree of the President of the Republic of Uzbekistan has been adopted, defining additional measures to further improve reforms in the pharmaceutical sector. In recent years, a range of measures has been implemented aimed at improving the circulation of medicines, medical devices, and medical equipment, creating favorable conditions for the development of the domestic pharmaceutical industry. It is necessary to highlight the fact that the domestic pharmaceutical industry is not yet able to fully meet the needs of the population and healthcare institutions for medicines. Russian pharmaceuticals lag behind similar industries in developed countries in terms of product range. The share of domestically produced medicines in the domestic market, for example, is 27% by value and 45% by volume. The unjustified increase in the cost of medicines in Uzbekistan compared to neighboring countries is also due to the lack of transparent and effective pricing mechanisms, which are successfully implemented in developed countries. Pharmacy infrastructure has always played and continues to play an important role in the formation and development of the pharmaceutical market. Uzbekistan's pharmaceutical market is demonstrating active growth in monetary terms. By the end of 2024, retail sales of medicines and dietary supplements amounted to 24.8 trillion soums, a 19% increase compared to the previous year. In dollar terms, this growth was 9.2%, and the total volume of the foreign exchange market reached USD 2.0 billion. In physical terms, there was a slight decline of 4.9%, with total consumption reaching 614 million packages. In the retail pharmaceutical segment, prescription drugs dominate both in terms of financial performance and sales volume, accounting for 76% and 70%, respectively. Their turnover demonstrates higher growth dynamics compared to over-the- SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 122 counter (OTC) drugs. In 2024, prescription drug sales remained virtually unchanged, while OTC drug sales declined. It is worth noting that Uzbekistan's pharmaceutical market is highly dependent on imports. In 2024, imported drugs dominated both in monetary terms (87%) and in physical terms (63%), accounting for a significant share of retail sales. The share of imported drugs remained unchanged compared to the previous year, as domestic and imported drugs demonstrated roughly equal growth in monetary terms and a decrease in package quantities. In the dietary supplements (DS) segment, imported drugs account for a significant share, accounting for over 50% of total sales. However, in terms of volume, domestic products lead. Since last year, the share of imported dietary supplements has increased from 58% to 63% in monetary terms and from 42% to 43% in volume. The study of the dynamics of pharmaceutical sales indices in monetary terms showed that market growth in 2024 was primarily due to inflationary factors. The increase in sales volumes in monetary terms was primarily due to rising prices. The main factors determining the dynamics of the dietary supplements market during the period under review were the innovation index, which reflects the excess of new products over those withdrawn from the market, the inflation index, and the substitution index, which indicates an increase in consumption in packaged form. The 18.5% increase in pharmacy sales in monetary terms in 2024 was primarily due to inflation. The innovation index also had a slight positive impact, while the substitution and demand elasticity indices stalled. In the dietary supplements (DS) category, a 32.4% increase was driven by the combined impact of innovation, inflation, and the substitution index. Almost all indicators point to favorable conditions for growth. In 2024, total sales of medicines and dietary supplements in pharmacies in national currency increased by 19% and amounted to 24.8 trillion soums (US$2 billion). However, despite the growth in monetary terms, there was a 4.9% decline in physical sales, indicating a decline in consumption. It is worth noting that this trend is observed only in the pharmaceutical segment, while dietary supplement sales are showing positive dynamics. The growth in medicinal product sales in Uzbekistan's pharmaceutical market in 2024 in monetary terms is primarily due to inflation. The growth in dietary supplement consumption is driven by broader factors, such as the emergence of new products, inflation, and increased packaged sales. Prescription drugs lead in sales volume in both monetary and physical terms, demonstrating the widespread popularity of prescription-only medications. The dominance of imported goods in the market indicates significant dependence on foreign suppliers. The geographic structure of the pharmacy trade demonstrates significant differences based on population size and the level of economic development of the region. Tashkent, the capital of Uzbekistan, is the leader in sales of medicines and dietary supplements in pharmacies, accounting for 31.3% of total turnover. The growth of pharmacy chains is driven by their increasing number and the introduction of modern logistics technologies, ultimately leading to an increase in their market share in monetary terms. According to the pharmaceutical company STADA, by September 2024, the volume of the pharmaceutical market in Uzbekistan will reach 20.3 trillion soums, with an annual growth rate of 13%. 98% of all drug sales in the republic are on the retail market, and up to 70% are prescription drugs. In September of last year, KRKA held a leading position in the pharmaceutical market of Uzbekistan with a 3.5% share, followed by Stada (3.1%) and Yuria-Pharm (3%), according to Proxima Research. The country's capital, Tashkent, was the largest consumer of pharmaceuticals, accounting for 31.4% of all pharmaceutical sales in Uzbekistan. High drug procurement activity was also observed in the capital region and the Samarkand region—9.1% and 8.9%, respectively. SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 123 In the Syrdarya region, the share of drug expenditure was minimal—only 1.4% of total trade turnover. It is worth underscoring that Earlier, Kursiv Uzbekistana reported on the planned introduction of customs duties on antibiotics imported into Uzbekistan starting in April of this year. The latest trends in the development of the Russian pharmaceutical market are characterized by the growth of activity and the formation of pharmacy chains, which inevitably requires the creation of effective tools for managing their complex structures. Despite the specifics of each retail chain, the common business challenges of pharmacy chains revolve around two key aspects: obtaining up-to-date information on product availability in warehouses and effectively managing inventory. Effective solutions to these challenges are possible through the implementation of a unified information system that automates product and cash accounting and optimizes document flow. This involves collecting, processing, and analyzing reliable information for each retail chain facility. This approach enables the retail chain's internal services to promptly respond to unforeseen situations and take timely measures to prevent negative consequences. This requires optimally organizing interactions between retail chains and consolidating incoming information. Creating a unified information and communication environment for a pharmacy chain ensures centralized online collection and processing of information on the operation of all utility systems and guarantees prompt communication with emergency services in the event of an emergency. Currently, information has expanded beyond a single event and has become a complex systemic structure. It has become a key resource, essential for achieving successful and targeted results in any field of activity. Logistics, which handles large volumes of material resources, is closely linked to information flows, which play a key role. Information messages used in logistics vary in form, content, targeting, update frequency, movement direction, storage methods and periods, and other parameters. Modern enterprise management increasingly requires flexibility. In the face of rapid market volatility, declining turnover of goods and services, and fluctuating demand, a comprehensive information base is essential for making both operational and strategic decisions and effectively monitoring their implementation. In today's environment, the use of advanced technologies for collecting, processing, storing, analyzing, and visualizing data for management decision-making is becoming a key factor in business development. Currently, it is virtually impossible to meet the growing consumer demand for goods and services without the implementation of information systems and software solutions designed to analyze, plan, and support commercial decisions in logistics processes. Uzbekistan has adopted a law aimed at ensuring cybersecurity. The regulatory framework in the field of cybersecurity includes this Law and other regulations. These regulations define the procedures for ensuring cybersecurity of the operational investigative system in telecommunications networks and communication facilities. The provisions of international treaties take precedence in the event of discrepancies with the current legislation of the Republic of Uzbekistan in the field of cybersecurity due to an international treaty concluded by the Republic of Uzbekistan. It has become increasingly clear that information technology encompasses the processes of collecting, storing, transmitting, processing, and managing information using computers, communications equipment, and complex information processing technologies. The United Nations Educational, Scientific, and Cultural Organization (UNESCO) defines information technology as a set of interrelated scientific, technological, and engineering SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 124 disciplines that study methods for rationalizing the work of people involved in processing and storing information. This includes computing, methods for interacting with people and production equipment, the practical application of these methods, and associated social, economic, and cultural issues. Information technology requires significant initial investment, sophisticated technical capabilities, and extensive personnel training. The starting point for its implementation should be the creation of effective information flows in organizational logistics systems, as well as the development of mathematical and information foundations. Management systems cannot function without the creation of information support, including methods for the timely receipt, retrieval, collection, storage, processing, and transmission of necessary information. Database creation is also necessary. Pharmacy chains have extremely limited information and computing capabilities necessary for effective strategic and operational management. At the same time, existing technologies for collecting and processing corporate data are insufficiently effective for management decisionmaking. Information in pharmacy chains is fragmented, varied in form, and distributed both at the individual pharmacy level and throughout the entire chain. Pharmacy chain managers face the need to make decisions in complex situations: when the information available to them is incomplete, sometimes contradictory, or unreliable. The task is further complicated by the fact that it is not always possible to obtain the necessary information in a timely and convenient format for analysis. This can lead to costly errors. Managing information channels in the retail logistics system in accordance with logistics principles is a critical and pressing issue. Implementing the solutions proposed in this dissertation will significantly improve the competitiveness of pharmacy chains and pharmaceutical products through the introduction of a logistics information system. The development of logistics in our country... Specialists in Uzbekistan and abroad are actively working to develop research areas and useful tools for optimizing existing processes. In particular, domestic and foreign economists such as F.R. Galimov, A.M. Kodirov, Ch. M. Muratov, B. S. Salimov, U. P. Umurzakov, T. F. Farmonov, R. Kh. Khusanov, N. Kh. Khushmatov, and K. A. Choriev devoted their work to improving the efficiency of agricultural production in Uzbekistan. A. V. Voronov, O. V. Vyazankin, V. I. Sapovsky, Khabipova, Goncharenko, and M. M. Many scientific studies devoted to optimizing logistics processes for information and material flows invariably include issues of enterprise economic efficiency and the development of consumer information service systems. Research on information support for logistics systems in the pharmaceutical market often fails to consider the specifics of their application in pharmacy chains, which raises numerous questions about the potential and implications of information resource management in this area. Clarification and systematization of terminology in economic research in this area is necessary. The lack of a clear information flow management system for pharmacy chain logistics processes and unified business processes for interaction among all network participants complicates inventory management and increases the chain's overall logistics costs. The topic and primary objective of this dissertation are determined by the particular importance of this issue for the Russian economy, its current relevance, and the insufficient scientific research on this topic. Aim of the research SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 125 The aim of this dissertation is to develop a theoretical foundation and practical recommendations for organizing information flow management in pharmacy chains in accordance with logistics principles. The object of the study was the pharmaceutical market of Samarkand and its segment - the homeopathic medicines market. The pharmaceutical industry is a group of enterprises engaged in the distribution of medicines and medical devices, as well as consumers of products and services [49]. The population of Samarkand by 2025 will be more than 350 thousand people; it is noteworthy that it has a pronounced seasonal character, since in the summer the population increases threefold. The administrative center of Samarkand region, the city of Samarkand (Uzbek: Самарканд / Samarkand), is the third largest city in Uzbekistan in terms of population [1] Research Results: Consumption trends and market structure. According to the results of the 1st quarter of 2025, the volume of the retail pharmaceutical market of Uzbekistan amounted to $ 520 million in monetary terms. USA. The volume of sales of medicines and biologically active additives in Uzbekistan in the 1st quarter of 2025 is estimated at 151 million packages. Compared with the neighboring Republic of Kazakhstan, these figures will increase by 26% in dollars and by 11.9% in packages. This may be due to the large population of Uzbekistan, despite its small territory (Figure 1). Figure 1. The volume of the retail pharmaceutical market of the Republic of Uzbekistan compared to the Republic of Kazakhstan in the 1st quarter of 2025 In Uzbekistan, the volume of sales of medicines and biologically active additives increased by 3.8% compared to the same period last year, while in physical terms it decreased by 11.5%. The main share in consumption is provided by medicines - more than 90% in both monetary and physical terms, while the share of biologically active substances is less than 10%, respectively. It is crucial to understand that similar structure is also characteristic of the neighboring market of the Republic of Kazakhstan (Figure 2). SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 126 Figure 2. The structure and volume of the retail pharmaceutical market of the Republic of Uzbekistan compared to the Republic of Kazakhstan as of the 1st quarter of 2025 In the past periods of 2023-2024, the pharmaceutical market of Uzbekistan demonstrated active growth in monetary terms, but in the period under study there is a slowdown. At the same time, a constant downward trend in consumption in natural terms is observed (Figure 3). Figure 3. Dynamics of the retail pharmaceutical market of the Republic of Uzbekistan from the 1st quarter of 2023 to the 1st quarter of 2025. The average retail price of 1 package shows a steady double-digit growth in both categories (Figure 4). CONCLUSION This chapter analyzes the relevance and key trends of the information flow management system in pharmacy chains. The pharmaceutical market, as a complex system, includes SCIENCE AND INNOVATION INTERNATIONAL SCIENTIFIC JOURNAL VOLUME 4 ISSUE 10 OCTOBER 2025 ISSN: 2181-3337 | SCIENTISTS.UZ 127 interactions between patients, medical workers, distributors and manufacturers. Pharmacy chains play an important role in this system, as they are the main means of delivering medicines to customers. It can be unequivocally stated that the effective functioning of pharmacy chains is directly related to the proper storage of medicines and their timely delivery. Improper management can lead to negative economic consequences. Therefore, pharmacy chains need to pay attention to optimizing the processes of managing stocks and their delivery. The analysis showed that the dominance of imports in the pharmaceutical market of Uzbekistan remains, and the share of pharmacy chains is increasing. 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