INTERNATIONAL EXPERIENCE IN THE DEVELOPMENT OF IP MARKETING IN THE BIOMEDICAL INDUSTRY

Melnik-Melnikov. P., Pyatchanina T., Ogorodnikova N., Dvorshchenko O.

• R.E. Kavetsky Institute of Experimental Pathology, Oncology and Radiobiology of NAS of Ukraine, Kyiv, Ukraine

Aim: to analyze the existing classic and latest international approaches to the marketing of oncology innovations and assess their applicability to Ukrainian scientists. Results: using the methods of structural-logical and comparative content analysis, there was performed the analysis of scientific literature and web-sources containing the results of studies by Ukrainian and foreign scientists on the practical aspects of intellectual property marketing. The modern approaches to the intellectual property (IP) marketing that can be useful to Ukrainian scientists working in the medical and biological field and in oncology, in particular, were analyzed. In developed countries, there are effective practical approaches that are not often used in the contemporary realities of Ukraine. The analysis of the best world methods allowed developing recommendations for Ukrainian innovators. Achieving success in this direction requires study and practical application of classical and modern non-standard approaches to IP marketing. Conclusions: the difference of intellectual property marketing from the classical marketing of goods is primarily due to the efforts to find a place in the market for innovative product requiring the use of scientific potential, time and financial resources to create its competitive advantages. The features of biomedical innovations, such as a long life cycle, time-consuming implementation, complex certification procedures, turn the search for potential partners, which can bring a scientific product to market, into quite complex and at the same time extremely important issue.