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Master's Degree 22-Health and Specialties 226-Pharmacy in the context of today's challenges is one of the key principles of public policy in higher education. Current trends in the introduction of the competency approach in higher medical and pharmaceutical education determine the justification of methodological approaches to the content and list of general and professional competencies of future masters in the field of 22-Health and specialty 226-Pharmacy. Analysis of the experience of reforming higher medical and pharmaceutical education, allows us to summarize that updating the content of curricula, combining theoretical and practical training of future masters 22-Health requires an integrated approach to teaching materials, optimizing group work, problem-based learning and interactive technologies (

Introduction. The pharmaceutical gala in the modern world demonstrates an anticipatory development with the introduction of the latest achievements of scientific and technical progress in pharmaceutical production and the development of new effective and affordable medicines. Such changes require a systematic update of the content of the educational process of training masters of pharmacy in university education on the basis of the introduction of industry innovations and technologies. The high-quality supply of medicines to the population characterizes the level of development of society. Therefore, the implementation of the best European and world experience in improving the system of medical care for the population is one of the urgent problems that must be solved at the state level. The bearers of all qualitative industry changes are specialists, professionals, among whom masters of pharmacy embody the highest level of professional training, which is acquired in modern universities.The purpose is to highlight aspects of the modernization of the content of the educational process of training masters of pharmacy on the basis of the implementation of industry innovations and technologies.Research methods: theoretical -research and analysis of scientific literature; comparative analysis of regulatory documents of the pharmaceutical sector of the EU and Ukraine; synthesis, comparison, generalization, classification, systematization, design, observation, testing; statistical -confirmation of the reliability of experimental data.Research results and their discussion. Among the most influential qualitative changes -innovations of the pharmaceutical industry for the development of higher

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The aim: Pharmacoeconomic substantiation and marketing research of immunoprotective phytopreparations in Ukraine to substantiate rational pharmacotherapy of the effectiveness of immunomodulatory drugs of plant origin and pharmaceutical care of patients to strengthen individual immunity. Materials and methods: Research materials - data from the State Register of Medicinal Products of Ukraine; information content of the Public Health Center of the Ministry of Health of Ukraine; data of the State Register of Wholesale Prices for medicines declared in Ukraine under the international non-proprietary or common name as of 01.01.2023. Research methods: theoretical analysis of scientific sources, systematic, retrospective, descriptive and frequency analysis of information resources of databases; pharmacoeconomic analysis, marketing analysis of positioning in the pharmaceutical market of Ukraine to substantiate rational pharmacotherapy and the effectiveness of immunomodulatory drugs of plant origin to strengthen individual immunity. Results: Theoretical analysis and pharmacoeconomic substantiation of rational pharmacotherapy of efficiency of application of drugs of immunomodulatory action of plant origin and pharmaceutical care for strengthening of individual immunity of patients is carried out. The algorithm of pharmacoeconomic analysis of the use of immunomodulatory phytopreparations to ensure rational pharmacotherapy and pharmaceutical care of outpatients is substantiated. To substantiate the availability of effective immunomodulatory phytopreparations for patients, marketing research on the use of immunomodulatory phytopreparations in Ukraine has been conducted. Conclusions: The theoretical analysis shows that the use of immunomodulatory drugs of plant origin is appropriate in rational pharmacotherapy to strengthen the individual immunity of patients, which is especially relevant in an exacerbation of the epidemic situation caused by the spread of infectious diseases of viral origin. An algorithm of pharmacoeconomic substantiation has been developed, which provides an opportunity to confirm the therapeutic efficacy and pharmacoeconomic feasibility of immunomodulatory phytopreparations for rational pharmacotherapy and pharmaceutical care of patients. The results of marketing research provide an opportunity to determine the availability (positioning and price range) for patients of effective immunomodulatory phytopreparations in Ukraine and outline the prospects for pharmaceutical development and registration on the pharmaceutical market of Ukraine of new effective immunomodulatory drugs of plant origin.