MODERN MARKETING TECHNOLOGIES IN THE PHARMACY BUSINESS: CHALLENGES AND PROSPECTS

Abstract

Purpose: this paper examines current marketing techniques used in the pharmacy business, with a focus on evaluating their effectiveness, their impact on customer choices, and the potential integration of digital tools into pharmacy operations amid market transformation and contemporary challenges. Materials and Methods. A comprehensive approach was applied, encompassing analysis of scientific studies, statistical data from the pharmaceutical market, and exploration of digital marketing practices in the pharmacy sector. The methodological framework included methods of comparison, generalization, data structuring, and content analysis of open sources. Results. Ukraine’s pharmaceutical sector demonstrates positive dynamics: the share of domestic products in monetary terms is growing, as is the volume of imported goods sold in physical units. Dietary supplements are gaining stronger positions in the sales structure. The industry is shifting toward digital transformation – implementing cloud services, RFID, IoT, Big Data, automated inventory management systems, and personalized marketing tools. Major challenges include unstable demand, competition from retail chains, and financial instability due to the war. Prospects lie in the development of online pharmacies, adoption of AR and blockchain technologies, integration with digital medical infrastructure, and active use of artificial intelligence to optimize managerial decisions and improve service quality. Conclusions. The modern pharmaceutical market requires the implementation of innovative management approaches, particularly digital transformation, analytical technologies, and contemporary marketing. These contribute to increased business process efficiency, improved service quality, and enhanced customer loyalty. Adapting to the digital environment is a key factor in the competitiveness of pharmacy networks.