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DOI: 10.15862/17FAOR425 (https://doi.org/10.15862/17FAOR425)

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Isopel D.O. Cross-functional interaction: the impact of trade marketing on sales and marketing in pharmaceutical companies. Russian journal of resources, conservation and recycling. 2025; 12(s4). Available at: https://resources.today/PDF/17FAOR425.pdf (in Russian). DOI: 10.15862/17FAOR425

Cross-functional interaction: the impact of trade marketing on sales and marketing in pharmaceutical companies

Isopel Denis Olegovich
Financial University under the Government of the Russian Federation, Moscow, Russia
E-mail: 76sivanova@mail.ru

Abstract. The current pharmaceutical market in the Russian Federation, which has demonstrated stable positive dynamics and reached a volume of 2,85 trillion rubles by the end of 2024, operates in an environment of increasing competition between domestic and foreign drug manufacturers. This objectively requires pharmaceutical companies to revise their organizational models for interaction between marketing, sales, and trade marketing departments. This study examines the mechanisms of cross-functional interaction between trade marketing, sales, and strategic marketing at pharmaceutical companies operating in the Russian market for over-the-counter drugs and dietary supplements. This research utilizes methods of systemic analysis of scientific literature, comparative analysis of conceptual models of marketing communications management, and content analysis of Russian regulatory legal acts regulating drug advertising and the development of the pharmaceutical industry. An analysis of the evolution of approaches to organizing marketing functions in the pharmaceutical industry revealed a consistent shift from disparate functional verticals to integrated omnichannel models focused on creating a unified customer experience. Key findings demonstrate that trade marketing at pharmaceutical companies serves as a link between strategic marketing decisions and the operational activities of the sales department, ensuring the translation of brand strategy into specific promotional tools within the pharmacy channel. A proprietary model for cross-functional integration of trade marketing, marketing, and sales in pharmaceutical companies has been developed based on an omnichannel approach. The scientific novelty lies in the substantiation of the concept of «three-loop integration», which allows for the differentiation of coordination mechanisms between functional units depending on the type of product and distribution channel. The practical significance of the proposed model lies in the potential use of it in developing organizational structures for commercial divisions of pharmaceutical companies in the Russian regulatory context.

Keywords: trade marketing; pharmaceutical marketing; cross-functional interaction; omnichannel marketing; pharmacy retail; over-the-counter drugs; marketing communications; sales management; Russian pharmaceutical market

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