Transformation of Drug Consumer Behavior in the Digital Era: Foreign and Russian Experience

The transition to the digital economy brings fundamental changes that affect directly or indirectly the relationship between the main economic agents, producers and consumers. With this transition, consumer behavior affects the service provider more than ever, determining which firms will profit and which are destined to leave the market. In this case, a transformation of consumer behavior occurs and, accordingly, both the structure and demand motivation. The current course towards digitalization in the economy is becoming a factor shaping needs, due to the impact on the beliefs and worldview of society, causing not only their quantitative growth, but also qualitative changes. One needs is being replaced by new ones, thereby changing the nature of consumption as a whole. Rational choice implies consumer awareness, which can be achieved by accumulating data, and as a result of their consumer behavior is built, in general, there are two ways: to get a product or service, or to refuse it. Information is a kind of catalyst for the motivation of consumption. In the conditions of saturation of the market of medical services and medicines, as well as an increase in public awareness about them, the patient's choice becomes more emotional, which affects his consumer behavior. It is important to track these transformations, and based on the data obtained, adjust the changes in the work of both pharmaceutical manufacturers and the healthcare system as a whole, since the ability of a person to a healthy, full life depends on this.