Abstract. Introduction. At the present stage of the development of the drugs quality control system in the Russia, studies of the balance of control measures for the movement of goods and the qualitative characteristics of certain types of activities in the field of drug circulation are of interest. The purpose of the study is a situational analysis of the balance of the drugs quality control system measures at the stages of drug distribution in the segment of the regional pharmaceutical market on the example of the Sverdlovsk region by forming a risk transfer matrix to diagnose the risk of drug quality reduction at the regional level. Materials and methods. Structural and functional analysis of medicines quality control system. Content analysis of normative documentation. Results and discussion. Identification and procedural structuring of the key processes of the system were carried out, a risk transfer matrix was formed, its key characteristics were developed and justified. The existing approach to selective control does not take into account the points of concentration of turnover, which leads to an unbalanced coverage of control measures between wholesale and retail agents of the pharmaceutical market. Conclusion. The existing approach to the selection of control objects in the territorial segment of the medicines quality control system can be harmonized by shifting the emphasis towards wholesale pharmaceutical activities with increased validation of product-oriented procedures of intra-company quality management system of wholesale trade enterprises. In the Sverdlovsk region, there are prerequisites for strengthening the qualification measures of the quality management system with the involvement of an additional regional laboratory complex of the medicine's quality control.

Abstract. The article describes the results of a study of the brand architecture of manufacturers of medicines localized in the Ural Federal District and having common channels for the market distribution of medicines (LP) (territorial pharmaceutical ecosystem). To date, there is a priority of horizontal marketing technologies in the industrial pharmaceutical sector of the Russian Federation, at the same time, the assessment of the degree of development of brand identity elements of medicines produced in the Ural Federal District is of considerable interest. The purpose of the study was to develop and test a methodological approach to determining the quantitative and qualitative characteristics of the brand architecture of manufacturers of medicines localized in the Ural Federal District, as well as to assess the potential for the introduction of horizontal marketing technologies in the positioning of Ural pharmaceutical brands. The object of the study was the aggregated assortment and realized wholesale demand for 476 trade names of medicinal products produced by Ural pharmaceutical plants. The study of qualitative and quantitative characteristics of brand architecture was carried out by the method of structural analysis of the assortment, marketing analysis of the offer using specialized pharmaceutical information systems. A moderate level of brand architecture development in depth is shown, corresponding to the predominance of unbranded LP assortment positions and the moderate introduction of "corporate umbrella" technologies. We have shown a direct relationship between the depth of implementation of brand architecture and the innovativeness of LP, as well as the market capacity of the market segment. Assessing the territorial development of brand engineering in the territorial pharmaceutical ecosystem of the Ural Federal District, it is worth noting the lack of geographical identification. The development of territorial and cooperative-territorial branding technologies for medicinal products produced in the Ural Federal District seems to be a promising tool for marketing differentiation of both products and manufacturers in the territorial pharmaceutical ecosystem of the Ural Federal District.