CHALLENGES OF CREATING A CLIENT-ORIENTED STRATEGY IN AN ONLINE PHARMACEUTICAL ORGANIZATION
The article is devoted to the study of the problem of formation of client-oriented strategy in an online pharmaceutical organization. The author briefly presents the history of the development of scientific knowledge about the strategy of client orientation, the current state of the degree of development of the topic, the arguments for the relevance and significance of the issues disclosed in the article are formulated. The goal is to find a solution to the problem of forming a client-oriented strategy in an online pharmaceutical organization. In order to achieve this goal, the author solves a number of mutually agreed tasks. First of all, the emphasis on online rather than traditional pharmaceutical organizations is justified, further, the role of digital personalized marketing in solving the problems of client orientation is considered, as well as a parallel is drawn and the relationship between the aspects of personification and client orientation is proved. Based on the results of the study, the author hypothesizes that one of the topical ways to solve the problem of forming a client-oriented strategy in an online pharmaceutical organization will be to integrate omnichannel marketing and its priority tools. In conclusion, the author draws attention to the fact that the digital transformation of marketing processes is precisely the direction of thinking, as the reckless integration of digital technologies into the business processes of a pharmaceutical organization, as well as any other - is not yet a digital transformation. The market actors of pharmaceutical e-commerce should make it imperative to integrate the omnichannel approach to marketing itself, and only after that - adaptation of marketing tools to the new strategy of client orientation.