PHARMACEUTICAL MARKETING VALUES AND RESEARCH OF USER SATISFACTION IN MEDICAL PHARMACY INSTITUTIONS

The primary objective of this research was to examine the factors that contribute to the decision to buy medicines that can be bought in a pharmacy without a prescription and that are not on special lists of medicines that require special approval. The research collected socio-demographic, medical, professional, and institutional data. The collected data were processed using the software IBM SPSS (Statistical Package of Social Science) version 25. In the paper, descriptive statistics were applied to describe the sample, correlation analysis to examine the association, t-test of independent samples, and one-factor analysis of variance (ANOVA) to examine differences between groups. Pharmaceutical marketing is not a new phenomenon, but with the constant advancement of technology, this field of marketing offers a large field for applied research. Pharmacy as an activity is particularly sensitive, and when studying it and pharmaceutical marketing, it is necessary to include both societal marketing and socially responsible marketing. Pharmacy visits are typically not routine, occurring during times of illness, emergencies, or when seeking health advice. Such infrequent visits can make consumers more sensitive to the service they receive as they are stepping into an unfamiliar environment, often filled with anxiety or urgency. Opposite, the social dimension of a pharmacist's role cannot be overstated. Pharmacists are not just dispensers of medication; they are vital healthcare providers who often engage in patient counseling and health education. They must balance the need for profitability with the imperative to serve public health interests. This includes offering affordable medications, providing free consultations, and participating in community health initiatives. The pharmacy profession needs to be continuously supported by laws with an impact at both professional and organizational levels. The results of this research will be useful to pharmaceutical institutions in developing programs that affect the quality of life.