Cooperation Research in the Development of Innovations and Digital Technologies in the Pharmaceutical Industry

The pharmaceutical market in Russia is a complex and often opaque structure with a strict system of regulation and supervision. Often, due to the special role of drugs for the target group of their consumers, which in most cases, due to the objective needs for a specific active substance present in the drug, is not able to quickly switch between analogues, the problem of inelastic demand arises. In this situation, a conflict of interest appears between manufacturers driven by the laws of the market and the national consumer, whose quality of life directly depends on the products they produce. Thus, there is a need for the participation of a third party interested in the success of interaction in the industry. This side is the state, which, through a special set of regulatory instruments, acts as a referee. On December 28, 2017, Federal Law No. 425-FL “On Amendments to the Federal Law” On the Circulation of Medicines” was adopted. In accordance with which the so-called drug serialization requirements will be introduced. However, The State Duma lately postpones for six months the entry into force of provisions of the law on mandatory labeling of medicines. Instead of January 1, mandatory marking starts on July 1, 2020. From this date, persons manufacturing, storing, importing into the Russian Federation, dispensing, selling, using and disposing of drugs will have to ensure that information about drugs is entered into the system for monitoring their movement. The problem is of great importance to all market participants. For the state - regulation of a complex market and the fight against substandard drugs. For the consumer - an increase in confidence in the industry, as it becomes more transparent. For manufacturers, this is a radical transformation of the industry and its modernization. The transition to a new and more complex production of drug packaging and the general unpreparedness of the industry are pushing manufacturers to partake of forced cooperation. The aim of the study is to determine the influence of the serialization process on the pharmaceutical market and assess the adaptability of its participants to new realities through the development of cooperative ties. The patterns identified during the study will probably be used to predict the behavior of the pharmaceutical market and the impact of the serialization process on its profitability.