Promotion of Medicines at Different Stages of the Drug Life Cycle

The article examines the promotion of medicines at different stages of the drug life cycle. The relevance of the topic is determined by the fact that pharmaceutical promotion affects physician awareness, prescribing decisions, therapy accessibility and the efficiency of marketing budget allocation. The purpose of the article is to develop an applied model for allocating promotion channels according to the stage of the drug life cycle. The methodological basis of the study includes the analysis of scientific publications from 2000 to 2026, thematic systematization, classification of promotion channels and the development of the author’s PLC-PromoRx model. The article identifies five stages: pre-launch, launch, growth, maturity and decline / loss of exclusivity (LOE). For each stage, the target audience, promotion objectives, communication channels, key performance indicators and main compliance risks are defined. A channel allocation matrix and a KPI system for evaluating promotion performance are proposed. The article concludes that the promotion of medicines should be linked to the stage of the drug life cycle, the level of evidence, access to physicians, the capabilities of digital channels and regulatory restrictions.