Клініко-маркетинговий аналіз споживчої поведінки на ринку топічних антимікотичних препаратів для лікування вульвовагінального кандидозу в Україні

The high prevalence of vaginal candidiasis among women of reproductive age (75–90 %), the tendency to self-medication and the active use of over-the-counter antimycotic drugs lead to an increase in the medical, social and pharmaceutical significance of this problem. In the context of the transformation of the pharmaceutical market, changes in consumer behavior and the development of online sales channels, a comprehensive analysis of the topical antimicotic drugs market is becoming especially relevant. This study is aimed at substantiating current trends, selection factors and prospects for the development of the range, considering the needs of different groups of consumers. The aim of the study is to conduct a clinical marketing analysis and investigate consumer segmentation of the topical antifungal drug market for the treatment of vaginal infections, with a focus on behavioral patterns, factors influencing the choice of dosage forms, and self-medication practices among women of reproductive age. Materials and methods. The materials of the study were open sources of information on the market of topical antimycotic drugs for the treatment of vaginal infections, in particular, state registers of medicines of Ukraine, analytical reports of pharmaceutical companies, scientific publications and data on consumer preferences obtained based on questionnaires of respondents. Results. The work carried out a marketing and segmentation analysis of the pharmaceutical market of topical antimycotic drugs intended for the therapy of vaginal infections. The modern structure of the market was studied, the main manufacturers were identified, the share of domestic and foreign drugs was estimated, and key trends in the development of the segment were identified. Particular attention is paid to the analysis of consumer demand, which allows us to outline the prospects for expanding the range, increasing the competitiveness and effectiveness of marketing strategies. Conclusions. The market for topical antimicotic drugs is characterized by stable demand due to the high prevalence of vaginal candidiasis and the predominance of self-treatment with OTC (over-the-counter) drugs, which actualizes the expansion of the range of dosage forms. Consumer behavior depends on socio-demographic factors: young women are more likely to choose combination drugs, while lower-income consumers focus on availability and price, which creates opportunities for differentiated strategies. The growth of online distribution along with the dominance of traditional pharmacies and a significant share of relapses determines the need for educational programs, innovative combined tools and adaptation of logistics and regulatory approaches.