INNOVATIVE MARKETING IN THE PHARMACEUTICAL BUSINESS: THE ROLE OF DIGITAL TOOLS

The war creates new unique challenges for the pharmaceutical industry of Ukraine, while simultaneously stimulating the development of digital marketing due to the need for convenient access to medical products and materials. Therefore, studying the features of innovative marketing in the pharmaceutical industry of Ukraine, as well as evaluating the best foreign practices in the use of digital technologies and tools, is a relevant and timely issue. The purpose of the work is to determine the role of innovative marketing in the pharmaceutical industry of Ukraine in war conditions and to determine the best foreign practices in the use of digital marketing tools by comparing the experience of Ukraine and the United States of America. The main scientific methods in the work are statistical and comparative analysis. As a result of the study, the essence of digital marketing was clarified, its main channels and tools were outlined. The role and advantages of innovative marketing and the use of digital tools in the pharmaceutical industry were determined. The state and current trends of the pharmaceutical market of Ukraine were revealed. The importance of innovative marketing tools in increasing the efficiency of pharmaceutical companies selling their products in Ukraine was characterized. A comparative analysis of the pharmaceutical market of the United States of America and Ukraine was conducted in terms of main trends, consumer preferences and innovative marketing trends. Cases of successful use of digital tools in the pharmaceutical business of the United States are presented. The analysis demonstrates the importance of developing innovative marketing and using digital tools to improve the efficiency of the pharmaceutical business for both owners and customers. The experience of the United States may be beneficial for Ukraine, provided that it is appropriately adapted, as it is essential to consider not only technological development but also consumers' readiness for change. The results obtained may be useful for representatives of the pharmaceutical business in order to adapt marketing strategies to the challenges of wartime and digital transformation.