DIRECTIONS FOR IMPROVING THE MECHANISM OF FORMATION AND DEVELOPMENT OF AN OMNICHANNEL BUSINESS MODEL FOR PHARMACEUTICAL PRODUCT SALES SERVICES

Abstract

The article examines the theoretical foundations of forming an omnichannel business model for pharmaceutical product sales as an organizational-economic mechanism of a self-regulating ecosystem, implemented in the format of hybrid communications that ensure sustainable competitive advantage through continuous adaptation to changes in the behavior of market stakeholders in the digital economy. The article presents the key issues of development, theoretical approaches, and principles of constructing modern service sector business models related to the evolution of organizational-economic mechanisms in the struggle for end-user loyalty.

A justification is provided for the feasibility of assessing a company’s level of digitalization to understand the compatibility and proportionality of its development strategy. The mechanism of business modeling within the ecosystem of market relations under omnichannel conditions is examined, applying a synthesis of scientific and methodological approaches, where the key processes of value proposition formation are based on total consumer value utilizing the customer digital profile and end-to-end BigData analytics of consumer experience. The author’s definition of the omnichannel business model is clarified.

The authors conclude that the principle of omnichannel in business modeling is the key to understanding the needs of the end consumer. The key advantages of an omnichannel product sales service model lie in generating fundamentally new value for all process participants, where a seamless interaction format in creating a value proposition based on predictive analytics contributes to the formation of a sustainable, customer-centric business model with a difficult-to-replicate competitive position in the market.