Nowadays the major tendency in pharmaceutical industry is digitalization. Digital technology influence both external media-related and internal aspects of the company's business operations. Given that, the defining feature of pharmaceutical companies is the fact that they operate in b2b and b2c markets. Integration of online and offline environments, application of omnichannel approach allows for the creation of a seamless process of a company's interaction with partners and intermediaries, as well as end customers. In this article, the authors take an in-depth look at the aspects of marketing communications integration by healthcare industry companies in Russia. The said integrations take place within the digitalization environment and using the omnichannel technologies. Pharmaceutical market in Russia is growing intensely. Market volume has been increasing over the last five years, which was enabled by the state policy of import replacement and other government initiatives. However, when it comes to keeping up with changes in digital technology, Russian pharmaceutical companies are slow in this regard. The authors show how marketing communications of Russian pharmaceutical are changing on a structural scale and provide recommendations on using omnichannel technologies in this field.

The article deals with changes that have occurred in the process of consumers' decision-making to purchase in the conditions of digital transformation. It was found that almost at all stages of the process, digital technology in general, as well as the Internet and social networks in particular, have a significant impact on the result of the purchase. Multichannel strategies no longer provide optimal results, as they are designed to ensure that different points of contact with the brand and different channels will be used by different consumers. In fact, the same consumer now uses different channels, moreover, it often happens simultaneously. This leads to the recognition of the need for enterprises to develop omnichannel strategies for interaction with consumers, resulting in a unified approach. Consequently, all efforts (in assortment planning, distribution channels, pricing policies, communications) should be aimed at complementarity and consistency with this end-to-end process of making a purchase decision.

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The rapid development of e-commerce leads to a number of new problems related to the definition of e-commerce prospects and the future of traditional trade, the regulation of national and cross-border e-commerce, the evaluation of the effectiveness of e-commerce in different business areas and the impact of e-commerce on global economic processes, etc. They dictate the need to revise and refine traditional models of pricing and competitive behavior of market participants, taking into account the specific features of electronic markets both from the standpoint of theoretical modeling and in the form of empirical data analysis. The article discusses the causes of price dispersion in electronic markets, which contradicts the generally accepted opinion about their high competitiveness. The study of books prices in the largest Russian online stores, conducted by the authors, confirms the conclusion about the high dispersion of prices for homogeneous/identical goods. The analysis of empirical data and theoretical models of spatial differentiation, allows the authors to conclude that the trademark and brand are the determining factors for buyers in choosing online store and, as a consequence, determine the difference in prices for the same goods with a wide offer of different market operators. The power of influence of the online store brand on the choice seems to be stronger than in the offline business. As an additional factor affecting the growth of prices, the article highlights and presents the usability of the site and customer-oriented sales.

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