Innovative Marketing in the Global Pharmaceutical Sector: Digital Strategies, Challenges and Prospects

The article examines the transformation of marketing strategies in the global pharmaceutical sector under the influence of digital technologies. The main directions of innovative marketing are considered, in particular, the use of artificial intelligence, big data, social networks and personalized communication platforms. The challenges associated with digitalization are analyzed, in particular, regulatory restrictions, the complexity of measuring campaign effectiveness and the risks of spreading unreliable medical information. Promising development directions are identified: the creation of digital ecosystems, the development of an omnichannel approach, the implementation of real-time models and strengthening interaction with patients