Abstract
COVID 19 virus has made significant changes in our lives and has led to a total change in the formats of interaction between the consumer and the seller in the pharmaceutical market. Health suddenly became customer value approach the choice of a medicine differently. The classical approach to the formation of consumer value in the drug market is losing its relevance. What really determines consumer value in the pharmaceutical market? What can a drug manufacturer offer in response to a consumer's consumer aspirations? This article reflects the attempts of the authors to determine the parameters of changed consumer behavior within the values of the pharmaceutical market.
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