Definition of Specifics and Boundaries of Digital Marketing Application in Promotion of Pharmaceutical Brands in Russia

The availability of the Internet, the development of e-Commerce and the emergence of various ways to promote brands using Digital tools are attracting more and more attention from various markets. The pharmaceutical market is also keeping up with other industries and is increasingly using the Internet as an effective tool for doing business. The pharmaceutical market has always been distinguished by a number of features for marketing. This is one of the most conservative and legally restricted markets in terms of advertising. So far, the main media for promoting pharmaceutical brands is TV (~80% of all media costs). However, global trends in the development of marketing communications in the field of pharmaceuticals, crisis phenomena and reduced investment in advertising have led pharmaceutical companies to look for more effective and economical ways to promote. All this is led to the emergence of the trend "Digital Pharma". This term implies the transition of the main investment for promotion on the Internet. Currently, the share of Digital advertising costs in the pharmaceutical industry is growing 2-3 times every year. However, due to legal restrictions and the large number of advertisers on the market, it is becoming increasingly difficult for pharmaceutical brands to choose the most relevant methods of promotion and sales. If we talk about medicines, the primary was and remains benefit for the consumer. The consumer is looking for information about medications, symptoms, and similar topics, and it is important that the information is correct and accessible. This is why the pharmaceutical market needs a well-built Digital strategy, the right content solutions and the choice of interesting formats and platforms for building communication with the consumer. The purpose of the final qualifying work is to analyze the use of Digital technologies in the pharmaceutical market and develop a CJ and recommendations for promoting the pharmaceutical brand on the Internet. This paper examines the features of pharmaceutical marketing, analyzes the use of digital technologies to promote a pharmaceutical brand, and highlights the pros and cons of digital technologies for pharmaceutical companies. The following research methods were used: a method for analyzing secondary data based on quantitative data collected from sources of analytical companies Mediascope, RTGI and external sources of information (sites of analytical companies, sites of marketing periodicals); method of field research, which includes an online survey, the results of which were analyzed in the SPSS program using logistic regression and factor analysis. As a result of research work, Consumer Journey was developed and recommendations on using digital tools to promote medicines at each stage of the consumer journey were given.