Information Technology as a Factor in Increasing the Competitiveness of Pharmaceutical Companies

The article provides a systematic overview of the key areas of digitalization in the pharmaceutical industry. The application of preclinical research, the introduction of cloud platforms and automation in production, the use of big data, predictive analytics and AI for demand management and personalized therapy, as well as digital services for interacting with patients. Based on the analysis of industry research and empirical data, the advantages of digital technologies (reduction of time and financial costs, increased flexibility of production and competitiveness) and the main obstacles (shortage of qualified personnel, outdated infrastructure, lack of integration and conservatism of the market) are identified.