POSSIBILITIES OF USING INFORMATION TECHNOLOGIES IN PHARMACEUTICAL MANAGEMENT

Abstract

The relevance of the study is determined by the growing need to radically enhance the efficiency, adaptability and strategic sustainability of pharmaceutical management under conditions of dynamic global and local competition, continuous tightening of regulatory frameworks, accelerated digitalization of industrial processes, increasing pressure on product quality and traceability standards, and the active integration of innovative technological solutions into all stages of the pharmaceutical value chain. Digital transformation has become an indispensable component of long-term development strategies for companies aiming to maintain stability, strengthen market presence, and ensure compliance with international regulatory and ethical norms. The purpose of the article is to carry out a comprehensive and systematic examination of the opportunities, practical advantages, managerial effects and existing barriers related to the introduction and effective use of advanced information technologies within the key functional sectors of pharmaceutical management, including research and development, industrial production, logistics and supply chain coordination, quality assurance systems, pharmacovigilance activities, marketing operations and communication with regulatory authorities. The methodological basis of the research includes a systems approach, comparative analysis of international and national models of technological modernization, study of scientific and industrial publications, evaluation of technological trends, and generalization of practical experience accumulated in global and regional pharmaceutical enterprises implementing multilevel IT transformation programs. The article reveals the main technological directions shaping modern pharmaceutical management: the development of integrated enterprise systems, digital tools for coordination of material and information flows, platforms for processing and interpretation of large data arrays, artificial intelligence solutions supporting research processes, clinical decision-making and risk management, as well as innovative approaches to monitoring drug safety and organizing transparent interaction between participants of the pharmaceutical market. It is demonstrated that the consistent adoption of digital tools not only increases operational coherence and managerial transparency, but also creates a basis for strategic flexibility, rapid adaptation to regulatory changes, higher resilience to external disruptions and more efficient use of available resources. At the same time, attention is paid to challenges such as the need for cultural transformation within organizations, shortage of skilled personnel, cybersecurity risks, integration difficulties and the necessity for regulatory modernization to support emerging technological paradigms. The practical significance of the research lies in the formulation of applied recommendations concerning priorities, stages and mechanisms of digital transformation that can be effectively used by pharmaceutical companies of different sizes and organizational models. Implementation of these recommendations will help enhance competitiveness, ensure technological readiness for future challenges and support sustainable long-term development.