ANALYSIS OF THE USE OF MOBILE APPLICATIONS BY FOREIGN AND UKRAINIAN PHARMACIES WITHIN THE CONCEPT OF HOLISTIC MARKETING

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digitalization of the pharmaceutical sector requires the use of modern marketing approaches to pro-vide pharmacies with quality and safe pharmaceutical care within the holistic concept of marketing management. A
 promising direction of digital transformation of the retail market of medicines is the introduction of special mobileapplications in the activities of pharmacies, which become a safe and accessible platform for the sale of medicinesto the population.The main purpose of the study is to exercise the analysis of the features of pharmaceutical services provisionusing mobile applications to foreign and Ukrainian pharmacy chains.The study is based on the use of content analysis, analysis of electronic resources, system, and logical analysis,as well as of the modeling method.As the objects of the study, American pharmacy chains CVS Pharmacy and Walgreens, British Boots, and LloydsPharmacy were selected, as well as 10 pharmacy chains in Ukraine in terms of turnover in January-October 2020.It is revealed that the leading world leaders in the retail market of medicines have been using this digital tool
 in their marketing activities for a long time. Unlike domestic pharmacies, applications of foreign pharmacies ad-ditionally provide such services as online registration for testing and vaccination against COVID-19, additional
 opportunities for the visually impaired, drug disposal, and others. Among the studied Ukrainian pharmacy chainsby market share, only a half have mobile applications with various functions, among the most developed mobileapplications are “Like” from LLC “Apteka-Magnolia” (“Pharmacy-Magnolia”), “Pharmacy 911” and “AptekaDobroho Dnia” (“Good Afternoon Pharmacy”).An integrated model of a mobile application of a modern pharmacy has been developed, aimed at effective
 interaction of all necessary functions to provide the population with high-quality, convenient, and available phar-maceutical care. Promising areas of further research are the justification of the feasibility of using certain functions
 of mobile applications, as well as other digital tools, such as pharmacy websites, social media pages within theconcept of holistic marketing.The results of the study conducted may be useful to specialists in the pharmaceutical industry for use in practicalpharmacy.