Abstract
The article deals with the influence of modern trends in Multi-Channel Marketing in the process of obtaining medical and pharmaceutical information by consumers compared with the traditional channels. The characteristic of modern digital information channels as part of attracting consumers to the pharmacy and achieving efficiency is presented.
Highlights
STATEMENT OF THE PROBLEM In the conditions of intensifying of economic situation in Ukraine, too high competition in the pharmaceutical business, Ukrainian sensitive attitude to a significant increase in drug prices, the consumer has becoming more responsible for their health, more demanding to medical information, including about drugs and other pharmaceutical products range
The use of multichannel marketing in pharmacy with modern digital technologies can be a perspective direction of their activity as part of customer satisfaction in providing high quality, timely, complete, accurate information and, as a result of their own business
The problem of use modern digital technologies is increasingly discussed by experts of pharmaceutical market, more companies that provide digital media services in practice [4, 7]
Summary
The problem of use modern digital technologies is increasingly discussed by experts of pharmaceutical market, more companies that provide digital media services in practice [4, 7]. A certain number of publications in Russian and European editions are devoted to the use of Multi-Channel Marketing for the advancement of medications to the doctors, they are compared the potential impact on the outcome of the medical representatives and Internet marketing tools [2, 6, 8, 9, 10]. It is noted, that according to the data of Compas media agency, digital promotion costs in the US. IDENTIFICATION OF ASPECTS OF THE PROBLEM UNSOLVED PREVIOUSLY Despite a number of discussions of Multi-Channel Marketing in publications, emphases on efficiency for pharmacies are limited
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