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Фармацевтична промисловість України існує вже більше століття. На всіх етапах розвитку вона була і залишається інноваційним центром, що концентрує технологічний потенціал країни. Сучасна фармацевтична промисловість є одним із лідерів за продуктивністю та витратами на інновації, хоча і не є найбільшою галуззю економіки. Пандемія Covid-19 чітко продемонструвала важливість сильної фарми, як частини системи охорони здоров'я та фактора, що зміцнюєнаціональну безпеку: крім економічного впливу, зростання фармацевтичного виробництва позитивно впливає на рівень життя населення. Наразі країна переживає важкі часи військової агресія російської федерації проти України, що є негативним чинником більшої частини усіх сфер життєдіяльності.В статті проаналізовано основні тенденції щодо обсягів продажу, споживання лікарських засобів, рівень витрат на препарати, визначено перспективні та трендові напрямки у розвитку діджитал-маркетингу та інноваційної діяльності фармацевтичної галузі. _______________ The Ukrainian pharmaceutical industry has existed for more than a century. At all stages of development it has been and remains an innovation center, concentrating the country's technological potential. The modern pharmaceutical industry is one of the leaders in productivity and innovation costs, although it is not the largest sector of the economy. Pharmaceuticals serve many types of customers, from clinicians — who prescribe drugs, hospitals — who buy and prescribe, to distributors and pharmacies — who sell and deliver. With so many types of customers, it's critical for pharmaceutical companies to understand as much as they can about each and be able to identify the areas and consumers who need them most.  The Covid-19 pandemic has clearly demonstrated the importance of strong pharma as part of the health care system and a factor that strengthens national security: in addition to its economic impact, the growth of pharmaceutical production has a positive impact on the standard of living of thepopulation. Currently, the country is going through a difficult time of military aggression of the Russian Federation against Ukraine, which is a negative factor in most all spheres of life.The purpose of the study is to gain an understanding of the size and segmentation of the pharmaceutical industry market for more accurate forecasting and confidence in proper planning of marketing activities and business investments.The article analyzes the main trends in sales volumes, drug consumption, drug cost levels, and identifies promising and trending areas in the development of digital marketing and innovation activities of the pharmaceutical industry.Positive transformations in the digitalization of the healthcare system and drug production, as well as the development of market regulation system that stimulates its development. In particular, we should note the importance of the transition to electronic prescription, the development of e-commerce in medicines, the digitalization of drug production and the introduction of electronic document management by market participants.As for the promotion of pharmaceutical products, the main challenge for market participants will be to find an effective balance between offline and online communication. While pharmaceutical companies annually increase investment in advertising their brands.Ukrainian pharmaceutical market has positive prospects for further development. Key factors in accelerating its growth rate are continuation of reforming the healthcare system in Ukraine, development and creation of an effective sales system.

Under reducing domestic demand for food in Ukraine and increasing dependence on the world food market, a significant part of quasi-price rent from its sale is assigned by intermediary exporters, thus reducing the welfare of domestic commodity producers and consumers. To mitigate this negative effect, it is necessary to have a carefully designed marketing business strategy. The purpose of this article is to summarize the practice of using the main elements of the marketing complex, analyze the effective management of marketing activities of agricultural producers in Ukraine and determine the main directions for increasing its effectiveness by establishing marketing relations for the product supply. Given the large area of Ukraine and the complexity to obtain monographic data that are not subject to monitoring by the State Statistics Service, the study was conducted using agricultural enterprises of the typical agricultural district, namely Khrystynivka district of Cherkasy region (Ukraine) as an example. It is revealed that the use of marketing tools by agricultural enterprises is limited due to the specifics of commodity products and the managers’ focus on short-term business goals. The analysis of forming and realizing the marketing complex of the district enterprises using the monographic method has shown that enterprises systematically use only elements such as commodity policy and distribution policy, while relying exclusively on retrospective marketing data. Significant increase in the return on marketing costs in the short term can only be achieved if formal or informal associations of commodity producers are formed on a functional-territorial basis. This will create a scale effect and allow each member to reduce transaction costs and get an additional premium. It is proved that while conducting administrative-territorial reform in Ukraine, it is most appropriate to form such associations within the boundaries of the united territorial communities.