The aim of the study was to substantiate the trends in promoting the development of higher pharmaceutical education and the formation of professional competence of future masters of pharmacy in Ukraine in the context of European integration of educational processes. In the course of research, the following methods were used: - theoretical: theoretical analysis of scientific sources, design, modeling to design the educational process and the development and implementation of the methodological and organizational unit of the block of the model of integrated educational process of training masters of pharmacy in universities of EU and Ukraine; - empirical: study, analysis and generalization of pedagogical experience, pedagogical observation, questionnaires, interviews, testing of knowledge and special skills, rating assessment, forecasting. The introduction of advanced educational technologies presupposes the application of an integrated combination of methodological basis and advanced educational experience in the organization of the process of formation of professional competence of future masters of pharmacy. The design of the methodological and organizational unit of the model of the integrated educational process of training masters of pharmacy in the universities of Central and Eastern Europe and in Ukraine. According to the results of the study, the tendencies of promoting the development of higher pharmaceutical education and the formation of professional competence of future masters of pharmacy in Ukraine in the context of European integration of educational processes. The methodological and organizational basis of the model of the integrated educational process of training future masters of pharmacy in the universities has been designed.

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.