DIGITAL MARKETING TECHNOLOGIES IN THE BRANDING OF PHARMACEUTICAL ENTERPRISES

The article provides a comprehensive analysis of the role and significance of digital marketing technologies within the branding systems of modern pharmaceutical enterprises. The research characterizes the pharmaceutical industry’s marketing activities as dualistic, balancing high risks with significant market opportunities, particularly under the challenging conditions of martial law in Ukraine. The author analyzes the current state of the market, identifying a shift in consumer behavior towards preventive medicine and the "self-care" paradigm. Specific growth trends in the dietary supplements segment are highlighted, including the demand for functional specialization (e.g., nootropics, electrolytes) and innovative delivery forms. The article presents a comprehensive scientific analysis of the role and strategic significance of digital marketing technologies within the branding systems of modern pharmaceutical enterprises. The study characterizes the pharmaceutical industry’s marketing activities as dualistic, requiring a balance between high regulatory risks and significant market opportunities, particularly under the challenging conditions of the martial law regime in Ukraine. The research provides a detailed review of specific generative AI tools, such as MyGPTs for strategic planning, Midjourney for visual content, Heygen for AI avatars, and SurferSEO for content optimization. Through the case study of the market leader "Darnitsa," the author demonstrates the efficiency of implementing SAP S/4HANA and analytical bots, which reduced market data processing time by 3–4 times and automated document compliance. Drawing on the experience of global giants like Novartis and Johnson & Johnson, the article illustrates how predictive analytics can improve targeting accuracy to 90% and logistic efficiency by 12%. The findings substantiate that digital transformation is a critical factor for competitiveness, capable of reducing operational costs by 15–20%, provided companies invest in technological infrastructure and continuous staff training.