DOI: 10.33917/mic-5.112.2023.39-47

The purpose of the study was to describe one of the forms of implementation of the relationship marketing strategy characteristic of the pharmaceutical industry – the Beyond the Pill strategy. The article describes the history of the strategy, the main forms of its implementation, defines the role of the Beyond the pill strategy in the era of digitalization and the transition of healthcare to a value-oriented approach, and provides an example of the implementation of the strategy in the Russian market. The features and conditions of the implementation of the relationship marketing strategy in the pharmaceutical market are highlighted. A system of balanced indicators is proposed to assess the effectiveness of the implementation of the strategy.

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DOI: https://doi.org/10.33917/es-1.181.2022.20-33

The introduction of digital technologies has a significant impact on the development of the entire public administration system and its most important element — the strategic planning system. Modern digital intelligent technologies and the work of government bodies based on the advanced achievements of management science and the unity of methodological approaches make it possible to raise the strategic planning system to a qualitatively new level. The key to success is the coordinated development of both the public administration system itself and the nationwide information and control systems. The authors, based on the analysis of the content of strategic management activities and the information used for this activity, formulated general approaches to the choice of information technologies to ensure the implementation of the stages of strategic  management.

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