Analysis of the use of mobile applications by foreign and Ukrainian pharmacies within the concept of holistic marketing

Abstract

Digitalization of the pharmaceutical sector requires the use of modern marketing approaches to provide 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 mobile applications in the activities of pharmacies, which become a safe and accessible platform for the sale of medicines to the population. The main purpose of the study is to exercise the analysis of the features of pharmaceutical services provision using 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.