TRENDS IN THE DEVELOPMENT OF THE UKRAINIAN PHARMACEUTICAL MARKET UNDER THE INFLUENCE OF MACROECONOMIC FACTORS AND DIGITAL TRANSFORMATION

Abstract

The article describes the current state and trends of the pharmaceutical market of Ukraine. The influence of macroeconomic factors on its functioning is studied. The purpose of the article is to assess the current state, dynamics and identify development trends of the pharmaceutical market of Ukraine in the face of increased external threats, challenges of the marketing environment and the impact of digitalization. An analysis of key parameters of the Ukrainian pharmaceutical market situation is carried out, including such aspects as production volumes, retail trade, export, and import of pharmaceutical products. The pharmaceutical market of Ukraine is distinguished by significant growth dynamics and high profitability indicators. Despite the specificity of products manufactured by pharmaceutical enterprises, demand for them demonstrates a stable growth trend and relative independence from macroeconomic instability. Increased competitive pressure in the industry makes it necessary to strategically rethink approaches to the market activities of pharmaceutical companies, in particular through the search for new target segments, diversification of product lines, optimization of pricing policy, and the introduction of modern digital marketing tools. The results of the study identified the main trends, features, and risks of the functioning and development of the national pharmaceutical market of Ukraine, including those caused by the full-scale invasion by Russia. It was found that in the structure of retail trade in medicines by origin in 2024, the share of domestically produced products is increasing in monetary terms, while the share of sales of imported drugs has increased in physical terms. It was established that one of the key trends in the development of the industry is the intensification of export activities by domestic pharmaceutical manufacturers, especially market leaders. It was found that the trend of popularizing a healthy lifestyle persists in the Ukrainian market, which has a direct impact on the pharmaceutical industry. One of the key trends in the development of the pharmaceutical market of Ukraine is the implementation of state initiatives aimed at increasing the availability of medicines for the population by introducing price regulation and ensuring transparency of market mechanisms, as well as increasing the safety of medicines and combating the circulation of counterfeit products. Trends in the development of the pharmaceutical market under the influence of digital transformation have been identified, in particular: the rapid growth of e-commerce, the introduction of electronic prescriptions stored in digital format, online drug reservation services, digital promotion of official web resources of companies and brands, the implementation of specialized digital projects, as well as the active involvement of the target audience through pharmacies and aggregators. The importance of branded online platforms, e-commerce tools, artificial intelligence technologies, and neural network platforms in the development of the pharmaceutical market has been demonstrated.