The article presents the analysis of extrinsic and intrinsic motivational factors inherent to employees of pharmacies and pharmaceutical organizations in Ukraine. On the basis of literature review on the key motivation theories, motivational factors for employees in the pharmacy sector are defined. The survey of pharmacies' and pharmaceutical organizations' employees was conducted; as a result, the most efficient motivators were identified which influence employees' work efficiency, as well as the frequency of these motivational factors' use in practical activity. Depending on the impact degree of the determined motivators, the corresponding clusters were developed which enable the formation of optimal motivation schemes for the employees of Ukrainian pharmaceutical sector. Practical recommendations are suggested for managers of pharmacies and pharmaceutical organizations aimed at the efficiency increase of their staff performance and the achievement of corporate goals. JEL Classification: M12, M52, M59

Background Nowadays, medical cannabis still remains inaccesible for patients in the former Union of Soviet Socialist Republics (USSR). Even registered medicinal products based on herbal or synthetic cannabinoids, like Sativex, are practically unavailable due to their high cost and narrow scope of application (for example, in Lithuania). However, before the absolute prohibition of medical cannabis in the USSR, in line with Single Convention of 1961, the State Pharmacopoeia of the USSR (eighth edition) published monographs on such medicinal products as “Herba Cannabis indicae”, “Extractum Cannabis indicae spissum” and “Fructus Cannabis”, which could be prescribed by physicians with precaution. Objectives Formation of a holistic approach aimed at the creation of appropriate conditions for the development of medical cannabis market and the improvement of life quality and health of Ukrainian patients. Methods We analyzed legislation and regulation mechanisms for medical cannabis in the USSR, and the present availability of these products for patients in the former USSR, such as Lithuania, Georgia, Estonia, Russian Federation, and Ukraine. Four hundred thirty-five Ukrainian pharmacy students participated in the quantitative analysis (a survey) that took place on April–May, 2019 at Bogomolets National Medical University (Kyiv, Ukraine). They were surveyed about legalization of medical cannabis in Ukraine, advisability of including cannabis and cannabinoids related data into educational programs, and other issues. Qualitative analysis we applied consisted of the stakeholder analysis and Strength, Weakness, Opportunity, and Threat (SWOT) analysis. We classified the key stakeholders into the patients, healthcare professionals, legislative and regulatory bodies, pharmaceutical companies, pharmacies, etc., and ranked them based on their power and interest in the development of potential medical cannabis market in Ukraine. We also identified their expectations and goals. SWOT analysis allows us to evaluate predictable risks and opportunities, as well as strong and weak aspects of the effective development of medical cannabis industry in Ukraine. Results According to the survey among pharmacy students, about 80% support the legalization of cannabis for medical purposes. However, two-thirds of them think that there is a risk of illicit turnover. Nearly half of the respondents are not informed or poorly informed about cannabis therapeutic properties. At the same time, nearly 90% consider that materials on medicinal properties of cannabis and cannabinoids should be included in the training program. Nowadays, such stakeholders as legislative and regulatory bodies have the highest power over the development of potential medical cannabis market in Ukraine: more than two million Ukrainian patients still cannot access an effective cannabinoids based treatment. There are over 20 thousand children among them suffering from drug-resistant epilepsy due to the lack of adequate legislation. Moreover, a lot of stakeholders with high level of interest, such as growers, manufacturers of cannabidiol (CBD) products, pharmaceutical companies, pharmacies, higher education institutions, even scientists and healthcare professionals are still waiting for the legalization of cannabis for medical and scientific purposes in Ukraine. SWOT analysis shows that present business structures, educational and scientific institutions, regulatory bodies, and the competency of domestic specialists are strong enough to develop a new market of cannabis-based medicinal products in Ukraine. However, a long-term ban on medical cannabis requires more time for creating the entire ecosystem. This market can be quite attractive in Ukraine. It is characterized by high growth rates, low entry barriers and a substantial demand. Yet, its advancement depends significantly on the appropriate regulatory framework, high level of awareness among health professionals and society as a whole, and involvement in scientific study to become a part of the global medical cannabis market. Discussion The holistic approach is aimed to improve health and life quality of Ukrainian patients through cannabis-based medicinal products. It consists of three components: changes in legislation and regulation procedures; changes to value orientations in society; observance of stakeholders’ interests and purposes. Specific recommendations are worked out to realize this approach in Ukraine.

A new marketing approach that allows pharmaceutical companies to successfully adapt to the changing external environment can be considered as a holistic marketing. This concept consists of interacting elements influences on the consumers’satisfaction in effective, safe and available pharmaceutical products. The aim of the work is the analysis of application of the holistic marketing elements on the example of Ukrainian pharmaceutical manufacturing enterprise and the model development for this concept implementation in the activity of pharmaceutical companies. Materials and methods: content analysis, survey method, logical and system analysis. The research is conducted based on Ukrainian pharmaceutical manufacturing company– LLC «Yuria-Pharm». The survey of company`s employees on the use of holistic marketing elements has been carried out. According to the results, the vast majority of respondents are women from 25 to 44, with work experience in the company up to 5 years, with higher medical, pharmaceutical or economic education. As a rule, respondents hold senior positions in the different departments or directly involved in promotion of the company’s products.According to results obtained, 91.4% respondents understand the values of the company, and 85.7% completely share them. Almost half of respondents suppose that company policy supports their leadership traits development (internal marketing). 68.6% employees sure that the company should take into account the interests of society, focusing on the development of scientific research and support of gifted youth (socially responsible marketing).It has determined that only 34% respondents are constantly interacting with other departments’ employees (integrated marketing).The vast majority of employees cooperate with health facilities (54.3%) and suppliers (51.4%).The respondents have the most productive relations with wholesale companies, health facilities, suppliers and customers (relationship marketing).Respondents estimate relations between the company and its key stakeholders rather positively.Nevertheless, it is worth working in this direction. The model of holistic marketing for its implementation in the activities of pharmaceutical companies for provision of the population in Ukraine with available, effective and safe medicines has been developed. The perspective direction of future research is the adaptation of the holistic marketing concept to the current realities of pharmaceutical market and the practical recommendations formulation regarding the holistic approach in the creation of a marketing strategy.

The article is devoted to the analysis of B. Bass's transformational and transactional leadership factors on the example of pharmacies and pharmaceutical organizations of Ukraine. Based on the survey results through the Multifactor Leadership Questionnaire (MLQ) for managers and employees of the organizations mentioned, the application peculiarities of transformational, transactional and laissez-faire leadership in managing Ukrainian pharmacies and pharmaceutical organizations are researched. It was found out that the managers appreciated more their leadership qualities: the highest score related to the transactional leadership factor of a contingent reward, while the employees noted that their managers most often used such a transactional leadership factor as the management-by-exception (active). Research and practical recommendations as to the application of transformational, transactional and laissez-faire leadership principles in Ukrainian pharmaceutical organizations are proposed.

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. As the objects of the study, American pharmacy chains CVS Pharmacy and Walgreens, British Boots, and Lloyds Pharmacy were selected, as well as 10 pharmacy chains in Ukraine in terms of turnover in January-October 2020. It is revealed that the leading world leaders in the retail market of medicines have been using this digital tool in their marketing activities for a long time. Unlike domestic pharmacies, applications of foreign pharmacies additionally provide such services as online registration for testing and vaccination against COVID-19, additional opportunities for the visually impaired, drug disposal, and others. Among the studied Ukrainian pharmacy chains by market share, only a half have mobile applications with various functions, among the most developed mobile applications are “Like” from LLC “Apteka-Magnolia” (“Pharmacy-Magnolia”), "Pharmacy 911" and “Apteka Dobroho Dnia” (“Good Afternoon Pharmacy”). An integrated model of a mobile application of a modern pharmacy has been developed, aimed at effective interaction of all necessary functions to provide the population with high-quality, convenient, and available pharmaceutical care. Promising areas of further research are the justification of the feasibility of using certain functions of mobile applications, as well as other digital tools, such as pharmacy websites, social media pages within the concept of holistic marketing. The results of the study conducted may be useful to specialists in the pharmaceutical industry for use in practical pharmacy.