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.

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.