INNOVATIVE MARKETING AS A CONDITION FOR THE DEVELOPMENT OF PHARMACEUTICAL INDUSTRY ENTERPRISES IN THE CONTEXT OF DIGITALIZATION

Developing innovative potential in pharmaceuticals requires a comprehensive approach that includes investment in education and research, development of risk management strategies, and effective interaction with regulatory authorities. The article reveals the key principles on which pharmaceutical marketing is based and which take into account the specifics of the industry. These principles help pharmaceutical companies develop effective marketing strategies that contribute to their growth and success in a competitive environment. It has been established that the innovative potential of the pharmaceutical industry depends on the ability of individual enterprises to generate new ideas and solutions. The criteria of innovativeness for enterprises of the pharmaceutical industry have been revealed. These criteria help to assess the extent to which the enterprise is innovatively active and ready to introduce innovations, which is critically important for maintaining competitiveness in the dynamic pharmaceutical market. It has been proven that the development of a marketing strategy involves the establishment of a long-term perspective, which covers the planning of innovations and actions in the market, which will continue even after the innovation has been introduced and started to be used. The key tasks that must be performed with clear quantitative and qualitative metrics for the effective implementation of the company's digitalization strategy have been identified. Concepts of digitization and automation are bringing significant changes to traditional pharmaceutical production methods, allowing companies to accelerate the process of releasing products to the market and more efficiently deliver medicines to consumers.