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INTRODUCTION. Clinical pharmacists work directly with physicians, other healthcare professionals, and patients to ensure that medications prescribed to patients contribute to the best possible health outcomes. Clinical pharmacists work in healthcare settings, where they communicate frequently and regularly with physicians and other healthcare professionals, which contributes to better coordination of care. Clinical pharmacists are educated and trained in many direct patient care settings, including medical centers, clinics, and many other healthcare facilities. Clinical pharmacists are often granted patient care privileges by collaborating physicians and/or healthcare systems, which allows them to perform the full range of drug decision-making functions within the team. medical condition of a patient. These privileges are based on the clinical pharmacist's demonstrated knowledge in pharmacotherapy and on his clinical experience record. This specialist knowledge and clinical experience is usually acquired through residency training and specialist certification.

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The purpose of our research is to establish the pharmacy's honest relationship with the patient and the community, taking into account the communication and ethical principles, and in turn, to study the characteristics of the feedback from the patient and the community. Studying the levels of integration between employees and patients in pharmacies and their practical reflection in the Georgian pharmaceutical business, in particular, in pharmacies. Today, in Georgia, pharmacies are one of the most rapidly developing areas, where the not very useful level of application of modern pharmaceutical management and marketing principles is clearly visible. Pharmaceutical marketing is not customercentric. Pharmacy management is focused only on profit. Not all customers have the same needs and requirements, the pharmacy should approach them individually and provide appropriate services, which is an effective way to increase loyalty. The management of the pharmacy has not developed patient service forms. All patients are served in the same way, regardless of their financial income level.

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