Marketing communication policy as a tool for ensuring the competitiveness of pharmaceutical enterprises

Abstract

Introduction. The modern pharmaceutical market is highly competitive, requiring companies to implement effective marketing strategies. With the rapid advancement of digital technologies,shifts in consumer behavior, and increasingly stringent regulatory requirements, communication policy plays a crucial role in shaping a company's image, promoting products, and increasing customer loyalty. Therefore, studying the impact of marketing communications on company performance remains a highly relevant area of research. Aim. The objective of this study was to analyze and evaluate marketing communication policy as a factor in enhancing the competitiveness of pharmaceutical enterprises.