نبذة مختصرة : The paper aimed to analyze the attitude and awareness of pharmacists to the application of digital tools in the activities of Ukrainian pharmacies within holistic marketing. A survey of 745 pharmacists from different regions of Ukraine was conducted. Many pharmacists are wary of the legalization of virtual pharmacies in Ukraine. At the same time, they have a positive attitude regarding such digital tools as free online doctor’s and pharmacist’s consultations and the availability of mobile applications. Almost half of the respondents rate online platforms’ role in pharmacists’ continuous professional development as “very important.” The most popular activities are online testing (70.9%), online training exercised by mentors (51.9%), and corporate webinars (34.6%). Based on the research results, a structured model was developed to improve the customer-centricity of pharmacies within holistic marketing and the process of digitalization.
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