DIGITAL COMMUNICATION TOOLS AS THE BASIS OF THE COMPANY'S MARKETING ACTIVITIES IN THE PHARMACEUTICAL MARKET

Abstract

Introduction. Marketing activities at the current stage of development of indus- tries and fields of activity are at the peak of transformation and integration with digital technolo- gies, which makes it possible to distinguish one organization in the industry market from many competitors. The purpose of the article is to substantiate the fact that the formation of an enter- prise's marketing activities in the pharmaceutical market through the active and purposeful use of digital communications can show the best results in a given period with an obvious reaction from all market participants, regardless of their physical location. Materials and methods. The key tasks were based on a theoretical analysis of marketing communication strategies used to promote en- terprises in the pharmaceutical industry, identifying current factors influencing the formation of marketing strategies against the background of digitalization and the introduction of innovative digital tools and technologies to improve the external and internal quality characteristics of the regional pharmaceutical industry. Research results. The results of the study showed that pharma- ceutical companies are not actively using digital technologies in marketing activities, digital com- munication tools to develop and maintain competitiveness and customer orientation, which nega- tively affects economic performance and attracting a new audience. Discussion and conclusion. Practical conclusions served as the basis for marketing disciplines at the university, as well as a marketing program project on the use of digital communication tools in the pharmaceutical mar- ket. Empirical research has allowed us to draw conclusions about the current state of the pharma- ceutical market in the region, the specifics of the marketing development strategies used and digi- tal communication tools in the interaction of all actors that directly or indirectly influence the for- mation of the pharmaceutical market in Rostov-on-Don. The content analysis allowed us to reflect the quantitative indicators of the use of digital communication tools by regional pharmaceutical companies identify the weaknesses of this strategic direction and present the vector of develop- ment of marketing strategy in the context of intensive digitalization of all interaction processes.