The article examines the key features of the transformation of the pharmaceutical market and modern trends in pharma marketing. It analyzes digitalization and growth of online sales, development of omnichannel strategies for interacting with consumers, the impact of legislative restrictions (MLR control), the use of artificial intelligence, the position of professional associations (RAFM) and the Pharma 2030 strategy. Examples of best practices of companies are given. In addition, changes in consumer behavior in the pharmaceutical market are studied. The influence of such factors as the growth of digitalization, the impact of self-diagnosis, changes in preferences in choosing medicines and customer expectations from pharmacy services are analyzed.
Svetlana P. Beschastnova (Mon,) studied this question.