The Main Directions and Forms of Digital Technologies’ Implementation in the Activities of International Pharmaceutical Companies on the Example of AstraZeneca and Pfizer

Digital economy is a new modern stage in the development of the world economy. Digital transformation is an important step for high-tech industries, including the pharmaceutical. In this regard, the purpose of this work is to study the development of pharmaceutical companies in the framework of digital transformation, to highlight the disadvantages and advantages of various approaches. As a result of the work, it was revealed that digital transformation is a necessary measure for pharmaceutical companies that want to maintain their leading position in the market. In addition, it was found that the best practice is an open collaboration with other companies in the industry, as well as participation in partnerships with companies from related industries. Finally, pharmaceutical companies need to rethink customer relationships and provide them with continuous support and a personalized approach using digital technology. The work was carried out taking into account the analysis of cases of international pharmaceutical companies Pfizer and AstraZeneca. Keywords: digital economy, pharmaceutical industry, technological innovations, introduction of digital innovations, strategic management