COMPARATIVE ANALYSIS OF SOCIAL AND ECONOMIC EFFICIENCY IN MANAGING PRODUCT INNOVATIONS IN THE PHARMACEUTIC INDUSTRY

Despite the variety of studies of modern innovative projects within the global pharmaceutical industry, the study of the management system for innovative projects in the pharmaceutical industry is relevant. The pharmaceutical business has a high social role in the country's economy, meeting the needs of the population in providing the necessary products. This is what determines the significant influence of the state on this sphere of economic activity, which is expressed in the mandatory fulfillment of a number of rigidly and clearly established requirements, due to which the observance of the rights of citizens in the possibility of obtaining high-quality pharmaceutical products will be ensured.The aim of the study is to consider the socio-economic characteristics of managing product innovations in pharmaceuticals (leading pharmaceutical markets) based on assessing the level of innovative activity of pharmaceutical companies, which addresses the problems of managing their role and importance in the healthcare system of Kazakhstan.


Introduction
A comparative analysis of the strategic goals of various economic systems allows us to talk about an objective increase in the role of innovative development in the general management system. Large-scale identification of new knowledge in various fields, as well as their combination, entails the emergence of new products and technologies. If an economic system of any scale and type of activity ceases to pay attention to innovation processes, then sooner or later this will lead, if not to the termination of its functioning as an economic system,

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ISSN 2345-0282 (online) http://jssidoi.org/jesi/ 2020 Volume 8 Number 2 (December) http://doi.org/10. 9770/jesi.2020.8.2(74) Make your research more visible, join the Twitter account of ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES:@Entrepr69728810 1246 then to a decrease in the efficiency of activity. Innovation management is becoming a necessary element of economic development, since it allows us to differentiate in advance and identify the usefulness or hopelessness of an innovation, eliminate contradictions between innovations and existing old technologies, equipment, products, etc., as well as take into account the state policy in the field of innovation and scientific research.
The pharmaceutical market is an important sector of the economy of any country and is a criterion for its economic and social development, the level of well-being of the population. With the beginning of a large-scale diversification of the economy in Kazakhstan, industries that are fundamentally new for the country have appeared. The implementation of the state program for industrial and innovative development has borne fruit: machine building, petrochemistry, food production and a host of other new industries are developing in the country. One of the key, and without exaggeration, vital for every citizen of Kazakhstan, has become the pharmaceutical industry. The development of the pharmaceutical industry in Kazakhstan provides for a complex of organizational, economic, technological, managerial measures aimed at the design, construction and commissioning of pharmaceutical industries, the introduction of production technologies, research and development work for the development and development of the production of new competitive drugs , the creation of raw material bases in the regions from domestic medicinal plant materials, training of personnel for pharmaceutical production in accordance with GMP, which should ultimately contribute to an increase in the volume of domestically produced products, subject to state support for local pharmaceutical production, sustainable growth of the pharmaceutical market in recent years, and overall positive macroeconomic climate, Kazakhstan is becoming an attractive destination for pharmaceutical companies as a target market and region of the global center.

Research background
Most scientists who have studied the dynamics of the development of pharmaceuticals and the innovation processes characteristic of it indicated that in recent decades the industry has undergone continuous intensive changes both in business models and in production and research activities, while the cost of innovative medicines has risen. So, Rozhnova S.A., Tsypkina A.V. (2017) show the extremely important role of the stages of development of pharmaceutical products, which require detailed study, since they require more time and economic costs.We would also like to note that the strategic development of the pharmaceutical industry is subject to the influence of demographic trends: characteristic diseases corresponding to aging determine the focus of R&D and the directions of global investment activity in the industry. In this process, multinational corporations play a predominant role, locking in innovation processes and investing huge amounts of money in R&D.
In his scientific research, Scannell J. W. (2017) describes the profitability of drugs entering the market that are entirely dependent on their innovation and special status, supported by a patent mechanism. In the past two decades, the effective duration of the patent period has dropped significantly. This is due to the lengthening of the period of clinical trials and the timing of the review by regulators of the results of these trials in order to make a decision on the admission of innovative medicines to the market.
As a result, companies seek to recover costs in a shorter sales period and inflate the price of medicines. To this end, companies strive to release drugs at the same time with a high price and a potentially large sales market. That is, choose those therapeutic categories where, for example, the country's medical insurance system is ready to purchase a large number of expensive medicines (in accordance with the existing priorities in the country) (Philippidis, 2017).  (2017), focused on the role of small companies in the innovative development of knowledge-intensive industries, including pharmaceuticals. As they pointed out, the development of information technologies leads to the convergence of technological competencies and knowledge among the largest high-tech companies -knowledge becomes more accessible for transfer, and globalization and internationalization of TNCs accelerate the exchange of knowledge between companies from different regions of the world and, more importantly, from different industries.

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For example, if in the past industrial enterprises simply transferred knowledge about methods and processes from one production to another, then information technology has created an environment in which the interpenetration of various competencies takes place, which gives wider opportunities for innovative development. All this opens up prospects for a further global innovation leap, caused not so much by a specific technology (including technologies of widespread use), but by the emergence of a fundamentally new sectoral structure of the world economy. In such a situation, the sources (points of origin) of innovations and the mechanisms of interaction between them and established companies (in pharmaceuticals, mainly TNCs) change. In particular, many researchers highlight the growing role of pharmaceutical alliances and joint ventures, as well as independent researchers. That is, the innovation process ceases to be linear and goes beyond TNCs, opening up opportunities for small businesses and innovative start-ups.
According to the studies of Cantwell J. A., Bachmann A. (2017), an important role is also played by competition between developed and developing countries, as well as intra-industry competition between generic manufacturers and leading TNCs focusing on patented drugs.
Many scientists analyze the innovative indicators of the development of the world economy over the past ten years, which shows that in search of competitive advantages and effective technological solutions, the world's largest corporations have begun to increase investments in R&D (Ivanova, N., Mamadyarov, Z., 2019).
In their studies, Zervas G., Proserpio D., Byers J.W. (2017) highlight the development of the phenomenon of the shared economy (sharingeconomy), the intensification of the use of outsourcing, the changing role of small and medium-sized enterprises in a number of industrial and high-tech sectors of the economy, among which pharmaceuticals occupy an important place.
Most scientists, such as, for example, KoganL. (2017), who studied the dynamics of the development of pharmaceuticals and the innovation processes characteristic of it, indicated that in the past decade the industry has undergone continuous intensive changes both in business models and in production and research activities.Globalization played a key role in the intensive growth of the pharmaceutical industry, stimulated an increase in product sales and growth in the capitalization of leading TNCs. At the same time, globalization has led to increased competition in the pharmaceutical market, the emergence of a powerful generics market and the erosion of the share of leading TNCs in it. The largest pharmaceutical companies have already intensified their search for new opportunities for cooperation, have begun to develop new business models, trying to maintain their positions against the background of growing competition, and have tried to launch the process of transforming the industry from within, using the advanced capabilities of information technology (Schweitzer, S., Lu, Z., 2018).
The international activities of pharmaceutical TNCs are concluded in three main geographic regions of the planet: North America (up to 50% of the world market), Europe and Asia -primarily the USA, EU and Japan. China also plays a role -in addition to the potential of a huge domestic market, China is of key importance in supplying the world market with the primary substances necessary for the creation of drugs. It should be noted that for a long 1248 time China remained relatively inaccessible to world TNCs, and only in recent years there have been tendencies for the activation of foreign TNCs in the Chinese market, strengthening of patent legislation and serious shifts in the mechanisms of pricing and R&D support (Hu, J., Mossialos, E., 2016). Further development of the industry will depend on innovative success in pharmaceuticals and the reaction of leading TNCs to the ongoing changes (Kruger, H., 2018).Therefore, one of the main tasks of the state in the pharmaceutical industry is to achieve 50% of the domestic market supply with domestic pharmaceuticals.
Progress in the pharmaceutical industry does not stand still. The companies, together with scientific organizations, are actively working to find advanced approaches to pharmacotherapy. Pharmaceutical manufacturers spend about $ 150 billion annually on research and development. As a rule, out of thousands of compounds, only a small number of molecules receive approval for subsequent introduction into clinical practice. In general, in recent years, the largest number of new molecules at different stages of development or clinical trials fell on the segment of drugs for the treatment of cancer. The attention of pharmaceutical companies is also focused on such therapeutic areas as infectious diseases, neurology, hematology, endocrinology, allergy and immunology, cardiovascular and respiratory diseases, etc. (Bervelt, P., Dooren, V., 2019).
According to the forecast of IQVIA experts, by 2023 the global market for oncological drugs will grow to $ 140-150 billion, retaining its leading position among other therapeutic areas in terms of costs. Significant growth by 2023 should also be expected in the segment of drugs for the treatment of diabetes mellitus, the capacity of which will amount to 115-125 billion dollars. At the same time, the volume of the pharmaceutical market as a whole by 2023 will reach about 1.5 trillion dollars (IQWIA, 2019).
In her scientific research, Y. Prozherina (2019)analyzes the dynamics of the development of the global pharmaceutical market, which provides a forecast by 2023 with an emphasis on the growth of cancer drugs, which will grow to $ 140-150 billion, while maintaining a leading position among other therapeutic areas in terms of costs. Significant growth by 2023 should also be expected in the segment of drugs for the treatment of diabetes mellitus, the capacity of which will be 115-125 billion dollars. At the same time, the volume of the pharmaceutical market as a whole by 2023 will reach about 1.5 trillion dollars.
Analysis of the factors that determine the state and development of the global pharmaceutical industry, according to the research of T.A.Bizunok (2019), also indicates a high level of development of the pharmaceutical industry in economically developed countries, which is facilitated by the pharmaceutical transnational corporations created by them.
The growth of the global pharmaceutical industry is mainly due to the growth of the pharmaceutical markets of the BRICS countries, which include Brazil, Russia, India, China and South Africa (Kostin, K., Adams, R., Samli, C., 2015). One of the key tasks facing the pharmaceutical industry of the BRICS countries today is to achieve a balance: on the one hand, it is required to provide citizens with vital, latest and most effective medicines, and on the other, to comply with the commercial interests of Big Pharma (Maksimtsev, I., Karlik, A., Yakovleva, E., 2016).
It should be noted that China stands out significantly against the background of other BRICS countries in terms of R&D expenditures. Moreover, at the beginning of the XXI century. countries started off with roughly the same indicators. However, it was China, developing its economy that stimulated the development of research and development and, in particular, the pharmaceutical sector (Plotnikov, V., Kuznetsova, V., 2018). Currently, there is a need to solve a whole range of problems that impede the introduction of innovative drugs to the market, which requires an institutional approach, i.e. taking measures of a political, legal, social, organizational, scientific, technical and economic nature. In his research, A.A.Semin (2017) examines the institutional mechanisms for increasing the productivity of scientific research in the development of innovative medicines, consisting in improving institutions: public procurement, state registration of medicines, state support for small and medium-sized businesses, state scientific and technical policy, science and education, international relations.

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Focusing on the Russian experience, C.Rudisill, S. Vandoros, J. Antoun (2014.) based on the current political and regulatory environment, it was proposed the possibility of switching to cost-based pricing, and in the short termto introduce direct price negotiations and drug pricing in accordance with reference countries using the assessment of medical technologies.
The leading approach to the study of this issue, in accordance with the position of S. (2016) is an analytical approach that allows to determine the main directions of restoring the competitiveness of the pharmaceutical industry.
In the management of product innovations in the pharmaceutical industry, the marketing aspects of product innovations, pricing and stock options of the brand, as well as exclusivity options available through government regulators (Ding, Eliashberg, Stremersch, 2014).
Pharmaceutical policy in countries with a developing healthcare system has its own characteristics, which depend on the level of socio-economic status, as described in their research by W. Kaplan, N. Boskovic, D. Flanagan, S. Lalany, Ch. Ying Lin, Z. Ud Din Babar (2017.).
Thus, pharmaceutic are the most high technology industry in the world economy with research and development in the total sales of more than 14%, which in monetary terms in 2022 is expected to grow to $ 182 billion (Lin, Goncharov, Ivichev, 2016.).

Researchquestions
The dynamic development of the pharmaceutical market, the high organizational dynamics of its subjects and the increased competition impose new requirements on the organization of management of pharmaceutical enterprises. In these conditions, it is strategically important to determine the main directions for increasing competitiveness, based on the characteristics of a specific production of medicines, which is largely determined by the efficiency of organizing production processes, the use of limited resources, responsiveness to market conditions and flexibility in production management For effective management of product innovations in the pharmaceutical industry, it is necessary to systematize the factors of innovative development of the industry, to identify problems in the market of innovative medicines, as well as opportunities for managing innovative activities of pharmaceutical enterprises. Therefore, in order to analyze the effectiveness of the management system for innovative projects in the pharmaceutical industry of the Republic of Kazakhstan, the author considered the main indicators of health care development and it's financing, which affect the further development of product innovations in the pharmaceutical industry. As a result, the dependence of the number of medical personnel in the pharmaceutical industry on the number of medical institutions and the amount of funding was revealed ( Figure 1). The pharmaceutical business has a high social role in the country's economy, meeting the needs of the population in providing the necessary products. This is what determines the significant influence of the state on this sphere of economic activity, which is expressed in the mandatory fulfillment of a number of rigidly and clearly established requirements, in particular, the effective management of product innovations in the pharmaceutical industry. Scientific novelty consists in a comprehensive study of innovative processes in the pharmaceutical industry, which will reveal the specifics and prospects for the development of the industry.

Methodologic approach and data analysis
The pharmaceutical industry is also one of the most socially significant segments of the economy. The results of the work of pharmaceutical companies have a significant impact on the health of the population and constitute an In this regard, the decisive tasks of the state in the formation of the pharmaceutical market in Kazakhstan are: -modernization of existing production facilities and construction of new pharmaceutical enterprises as part of the implementation of investment projects; -implementation of international quality standards; i.e. Good Manufacturing Practice (GMP) at pharmaceutical industry enterprises; -creation of conditions for import substitution of pharmaceutical and medical products based on modern technologies in accordance with international GMP standards; -providing the industry with qualified personnel.
The development of the pharmaceutical industry in Kazakhstan provides for a complex of organizational, economic, technological, managerial measures aimed at the design, construction and commissioning of pharmaceutical industries, the introduction of production technologies, research and development work for the development and development of production of new competitive drugs, the creation of raw material bases in the regions from domestic medicinal plant materials, training of personnel for pharmaceutical production in accordance with GMP, which should ultimately contribute to an increase in the volume of domestically produced products. Today, the domestic pharmaceutical industry is engaged in the research, development, mass production and distribution of medicines, medical products and medical equipment. At the moment, more than 200 pharmaceutical enterprises operate in the Kazakhstan market. 12 production sites of 8 domestic pharmaceutical companies received GMP (Good Manufacturing Practice) certificates (Table 1). 1252 promotion of domestic drugs to foreign markets. Of course, the state has a significant impact on the formation of the pharmaceutical market -this is: -provision of a guaranteed volume of free medical care (guaranteed volume of medical care); -support for domestic manufacturers within the framework of existing programs. In fact, in order to develop the market, it was necessary to radically reform the entire system -production, import, registration and certification of medicines. Today, the country has streamlined activities for registration, certification, and quality control of medicines, medical devices and medical equipment, as well as their advertising. The National Medicines Information Center was created; state regulation of prices for medicines purchased from the budget was introduced. Also in Kazakhstan, a unified distribution system for medicines and medical products was created in the person of LLP SK-Pharmacia, which made it possible to ensure transparency of the public procurement of medicines market, bring it closer to the existing international standards of logistics, storage and distribution. All these measures brought their results.
In many respects, the current success of Kazakhstan producers is facilitated by the support they receive from the state, in particular, in public procurement (long-term contracts).
Within And although, in general, according to the results of the first half of 2019, the volume of purchases of pharmaceutical products for guaranteed medical care in value and physical terms decreased, the share of Kazakhstani manufacturers increased -in physical terms from 59% in the first half of 2018 to 66.3% in the first half of 2019. year, in value terms -from 19% to 23.2%, respectively. But Kazakhstani producers are not only increasing their presence in the public procurement sector. They are systematically increasing sales in the retail segment, which is very important, since its volume is several times higher than the procurement segment for guaranteed volume of medical care, both in value and in kind. It is clear that they have to work in this segment without any support. on a par with other market participants, in a highly competitive environment for doctors' recognition and consumer preferences.As already noted, long-term contracts are a significant incentive for the construction of new or modernization of existing production sites in accordance with international GMP standards. After all, this is the main condition for their conclusion. So, since the beginning of the application of this support measure, 24 production sites have appeared in the republic, operating according to GMP rules.
The results for the first half of 2019 show that the Kazakh pharmaceutical market is going through difficult times. This is mainly due to the economic situation, the policy of the regulator aimed at rationalizing the costs of medicines purchased for the guaranteed volume of medical care. The high volatility of the national currency rate, the decrease in the purchasing power of the population and the related change in the structure of demand in favor of cheaper synonymous drugs make their contribution. Only local producers are increasing their market share. Especially in the procurement segment for guaranteed volume of medical care. According to the Pharmacy Committee of the Ministry of Health of the Republic of Kazakhstan and LLP SK-Pharmacy, for 2019, the Single Distributor has already purchased 536 names of drugs and medical devices in the amount of 50.4 billion tenge for the provision of guaranteed medical care (Table 2). At the end of the first half of 2019, Kazakhstan took the first position in the ranking of producer countries in terms of market share. Only time will tell whether domestic producers will be able to retain their leading position in the future. But, certain prerequisites for this already exist.

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Based on the available data on the sales volume of SANTO in the Kazakhstani pharmaceutical market, we will build a trend model with the help of which we will calculate the forecast value of the indicator under consideration for 2020.
Analytical methods for identifying trends in a time series are implemented within the framework of regression models, in which the variable acts as a dependent variable t y , in our case, the sales volume, and in the role of the only explanatory variable time t.
The trend parameters are estimated using the least squares method, i.e. are selected in such a way that the graph of the function is located at a minimum distance from the points of the original data. According to OLS, when estimating model parameters, all observations are assigned equal weights, i.e. their information value is recognized as equal, and the development trend throughout the entire observation area is unchanged. Let's build a graph of the dynamics of sales for 2013-2018 ( Figure 2). Graphical analysis indicates the closeness of the development of the considered indicator to the parabolic shape. Using the "Data Analysis" Excel setting, we will build a parabolic trend. The regression analysis protocol is shown in Figure 3. Thus, the forecasted values of the sales volume for 2019 amounted to 32882.1 million tenge, and in 2020, respectively, will amount to 41,274.7 million tenge. According to the Pharmacy Committee of the Ministry of Health of the Republic of Kazakhstan and LLP SK-Pharmacy, in 2019, the range of domestic pharmaceutical products purchased under long-term contracts will increase to 493 drugs and medical devices (231 drugs, 262 medical supplies), and by 2021 it will be replenished another 112 drugs and 32 medical devices. At the same time, domestic companies demonstrated the highest sales growth rates, which significantly outstrip the growth of the pharmacy segment as a whole (Figure 4).  In this regard, an increase in the purchase volume of the Single Distributor of domestic pharmaceutical products in monetary terms from 30 billion tenge to 73 billion tenge in 2024 is forecasted. This will help to increase the share in the budget segment, and if Kazakhstan pharmaceutical manufacturers continue to develop as actively in retail, they will have every chance to remain number 1 on the market.

Regression statistics
Today, drug provision of the population is one of the most acute social problems in the system of state interests. It is no secret that at this stage, the country's drug supply is not effective enough and the costs are growing, a significant part of the population does not receive the necessary drugs.
Focusing on innovation, it is necessary to understand that innovation in the pharmaceutical sector is costly and unpredictable in terms of results, since it requires significant R&D expenditures in order to invent and test new drugs. Pharmaceutical companies can spend up to 10-15 years developing new drugs until they enter the market. During this time, companies incur significant costs with the high risks that new drugs may not pass clinical trials. Hence, the retail price for drugs that have successfully passed clinical trials and brought to the market is usually high, since the manufacturer must compensate for its costs. As a consequence, innovation in the pharmaceutical industry offers more patent protection than any other industry. Patent protection allows pharmaceutical companies to recover the substantial costs of inventing, testing new drugs, and obtaining regulatory approval for placing them on the market. However, determining the optimal balance between the level of innovation and the optimal timing and scope of intellectual property protection is an extremely difficult task, and each state solves this task in its own way.
By analyzing customer preferences and applying the latest technologies, it is possible to promote products in a more targeted manner, taking into account the characteristics of each target group, which increases the efficiency of promotion costs. For this you need to learn new tools and master them. In this regard, we propose a certain algorithm of interrelated actions for the development and promotion of pharmaceutical products in the context of digitalization and globalization ( Figure 5).
Pharmaceutical companies need to use new channels of promotion, not limited to the activities of medical representatives, to introduce omnichannel models. This requires systematic targeted work, which includes the following components: 1) setting goals for the effectiveness of new product development; 2) creating partnerships with other companies, medical institutions, scientific institutions, as well as regularly analyzing trends and best practices to obtain new ideas from external sources and develop new dosage forms (including through the acquisition of biotech startups); 3) development of new competencies in a number of areas: -the use of digital technologies, for example, for working with large amounts of data and using artificial intelligence; -portfolio management of innovative ideas; -building partnerships, including searching for and buying promising startups or shares in them; -development of export markets; 4) the use of new approaches to work with portfolios of innovations in the field of products, processes and business models, in particular, mastering the methods used in the field of venture capital; 5) improving the efficiency of the research and development process: -using digital technologies, rapid prototyping based on the Agile model, involving a large number of participants in the process;

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ISSN 2345-0282 (online) http://jssidoi.org/jesi/ 2020 Volume 8 Number 2 (December) http://doi.org/10.9770/jesi.2020.8.2(74) Make your research more visible, join the Twitter account of ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES:@Entrepr69728810 1257 6) the development of the function of fast time-to-market for new products, including the use of RWE's practical evidence base and innovative pricing methods (risk sharing concept). The introduction of innovations is becoming one of the priority instruments for ensuring the growth of the state economy. Innovation is an effective tool in the competition, as it definitely leads to a company of welfare, to attract inevitable investments, as well as to the formation of new effective demand. In today's environment, only pharmaceutical companies that have sufficient sales volume, have an optimized structure for working with clients and possess the necessary new concepts for successful operation can be able to conduct a profitable business. In this regard, the role of the pharmaceutical industry in healthcare, in particular, for the Republic of Kazakhstan is obvious and huge.
The author uses a project approach to innovation and investment activity, which is based on the principle of cash flows, a feature of which is its predictive and long-term nature, where the analysis takes into account the time factor and the risk factor. At the same time, the effectiveness is determined on the basis of Methodological Recommendations for assessing the effectiveness of innovative projects and their selection for financing.
Therefore, to analyze the effectiveness of the management system for innovative projects in the pharmaceutical industry, we will consider the main indicators of health care development and its financing, which affect the development and improvement of the pharmaceutical industry (Table 3, 4).

Mathematical approach
Having considered the main indicators of health care development, as well as the amount of financing of health care in Kazakhstan for the period from 2015-2019, which were analyzed in Tables 3 and 4, their average values were identified and the forecast of expenditures for priority areas of the health care system is shown using regression analysis (Table 5).
For the analysis of costs, as a resultant attribute, such an indicator as the total expenditure of healthcare financing, which affects the further development of the pharmaceutical industry, was taken as a basis, and the factors affecting the resulting attribute: x1 -inpatient care; x2 -PHC; х3 -construction and reconstruction of healthcare facilities; x4 -medical education and science; х5 -other expenses, including SES; х6 -priority areas. Analyzing the data in Table 5, the following should be noted: 1) if the expenditure on inpatient care is increased by 1 unit, the total expenditure will increase by 0.29 units.
2) if the consumption for PHC is increased by 1 unit, the total consumption will increase exp (0.19) times.
3) if the expenditure on the construction and reconstruction of healthcare facilities is increased by 1 unit, the total expenditure will increase by 16.81 units. 4) if the expenditure on medical education and science is increased by 1 unit, the total expenditure will increase by 2.55 units. 5) if other expenses, including SES, are increased by 1 unit, the total consumption will increase by 5.9 units. 6) if the consumption for priority areas is increased by 1 unit, the total consumption will increase by 28.5 units. Elasticity coefficient: 1260 1) if the expenditure on inpatient care is increased by 1%, the total expenditure will increase on average by 0.93%.
2) if the expenditure on PHC is increased by 1%, the total expenditure will increase on average by 12.49%.
3) if the expenditure on the construction and reconstruction of healthcare facilities is increased by 1%, the total expenditure will increase on average by 0.99%. 4) if the expenditure on medical education and science is increased by 1%, the total expenditure will increase on average by 0.91%. 5) if other expenses, including SES, are increased by 1%., The total expense will increase on average by 1.02% units. 6) if the expenditure on priority areas is increased by 1%, the total expenditure will increase by 1.01% on average. Thus, the total expenditure is more influenced by other expenditures, including SES (1.02%) and expenditures on priority areas (1.01%), to a lesser extent, expenditures on construction and reconstruction of healthcare facilities (0.99%) and the least influence have expenses for inpatient care (0.93%) and for medical education and science (0.91%). on the number of honey. staff in the pharmaceutical industry is more influenced by the number of clinics than by funding. Let us establish the dependence of the number of honey. personnel in the pharmaceutical industry from the number of medical institutions and the amount of financing of the guaranteed volume of medical care. Let be: y -number of medical personnel (doctors and paramedical personnel in the pharmaceutical industry) -thousand people; 1 x -number of medical institutions -thousand units; 2 x -volume of financing guaranteed by the guaranteed volume of medical care -billion tenge.
We will look for a two-factor regression equation in the following form: The system of normal equations for determining the coefficients of the regression equation is: To determine the required values of the amounts, we will draw up a calculation Table 6.   level and the production of drugs based on genetic modifications of microorganisms and body cells. Few biotech companies have managed to maintain their autonomy. Among them: Gilead, Amgen, Celgene (Table 8). In general, everything has led to the fact that today the biotechnological sector has come under the control of the leaders of the global pharmaceutical market. This trend is quite logical and logical, since the number of new drugs that are produced by biotechnology is increasing every year. And, of course, large companies, instead of funding expensive in-house developments, buy out the rights to biologics from small businesses as soon as they show the first promising results in clinical trials. At the same time, a 50-80% markup on the current exchange quotation is already becoming a normal phenomenon. From the above facts, we can conclude that there is an intensive consolidation process in this area, and the number of main players is decreasing. The biotechnology market in Kazakhstan is going through a real revolution, Kazakhstani pharmaceutical manufacturers offering modern high-quality drugs pose serious competition for the players of the international large pharma. In this situation, it is extremely important to create and strengthen in the minds of representatives of target audiences a strong and reliable image of Kazakhstan pharmaceutical manufacturer.

Conclusion
An analysis of the volume of financing in the health care system contributes to the modernization of public medical institutions, an improvement in the quality of medical services to the population, the successful implementation of large infrastructure projects, both in the health sector and in the further development of the pharmaceutical industry.
For effective management of product innovations in the pharmaceutical industry, it is necessary to systematize the factors of innovative development of the industry, to identify problems in the market of innovative medicines, as well as opportunities for managing innovative activities of pharmaceutical enterprises. Therefore, in order to analyze the effectiveness of the management system for innovative projects in the pharmaceutical industry of the Republic of Kazakhstan, authors considered the main indicators of health care development and its financing, which affect the further development of product innovations in the pharmaceutical industry. As a result, the dependence of the number of medical personnel in the pharmaceutical industry on the number of medical institutions and the amount of funding was revealed.

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ISSN 2345-0282 (online) http://jssidoi.org/jesi/ 2020 Volume 8 Number 2 (December) http://doi.org/10.9770/jesi.2020.8.2 (74) Make your research more visible, join the Twitter account of ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES:@Entrepr69728810 1264 By analyzing customer preferences and applying the latest technologies, it is possible to promote products in a more targeted manner, taking into account the characteristics of each target group, which increases the efficiency of promotion costs. To do this, we need to learn new tools and master them. In this regard, authors had developed an algorithm for interrelated actions for the development and promotion of pharmaceutical products in the context of digitalization and globalization.
Thus, the growing volumes of pharmaceutical markets, high growth rates of drug prices, a shortage of certain types of drugs, the need for effective spending of budget funds and the social significance of drug markets make it necessary to conduct a thorough study and identify problems in the Kazakhstani market of innovative drugs and the reasons for their low effectiveness.