54
Volume 5, Issue 10: Special Issue
(EJAR)
ISSN: 2181-2020
MPHAPP
THE 6TH INTERNATIONAL SCIENTIFIC AND PRACTICAL
CONFERENCE
“
MODERN PHARMACEUTICS: ACTUAL
PROBLEMS AND PROSPECTS
”
TASHKENT, OCTOBER 17, 2025
in-academy.uz
PHARMACEUTICAL COMPANIES IN THE DIGITAL AGE: TOP MANAGEMENT'S
ATTITUDE TO CORPORATE COMMUNICATIONS
Balabanov M. S.
1
Safronova Zh. S.
2
Saint Petersburg State University of Chemistry and Pharmacy, Saint Petersburg, Russian
Federation
e-mail: balabanov.maksim@pharminnotech.com,
тел
. +7-(981)-981-06-70
https://doi.org/10.5281/zenodo.17313687
Relevance:
The authors of the article consider the problem of improving internal and external
communications in the context of digital transformation. This fact requires the top management of
pharmaceutical companies to rethink their approaches and move to more effective corporate
communication models.
The aim of the study
is to analyze the attitude of top management of pharmaceutical companies
to digital communications.
Materials and methods:
the methodological basis of the research is the works of scientists in
the fieldof digitalization E. V. Karonsky, S. M. Golovko, approaches to the study of corporate culture
L. L. Konstantin, D. Denisov, E. V. Levkin, S. A. Lipatov, R. K. Nesmeyanova. Research methods:
system analysis, content analysis, sociological survey-questionnaire.
Results:
A questionnaire consisting of 27 multiple-choice questions was developed. The survey
involved 20 representatives of the top management of manufacturing and distribution pharmaceutical
companies. Data analysis showed that the majority of respondents (65%) rate the level of interaction
between departments as satisfactory. Only 45% of respondents associate the improvement of
corporate culture with the growth of operational efficiency through digital tools. Exactly half - 50%
of the study participants consider the introduction of digital document management systems to be a
priority, which is consistent with industry-wide trends. The results of the study demonstrate that
successful transformation of internal and external communications requires a comprehensive
approach, including document flow automation (50%), productivity improvement (45%) and
optimization of information exchange (45%). The overwhelming majority of managers (90%)
recognize the positive impact of transparency of business processes on the efficiency of companies.
The revealed quarter of companies with a low level of process transparency and 15% of organizations
with unsatisfactoryinter-structural interaction indicate the need for systemic changes in approaches
to managing and organizing corporate communications. The current problem, which is indicated by
the results of the study, is a formal approach to digitalization, when the introduction of tools is not
supported by a change in corporate culture and management approaches.
Conclusions
: despite the proclaimed willingness to open up business processes, only half of
the companies understand the need for a systemic transformation of management models and
associate this with improving corporate communications and increasing operational efficiency. The
revealed gap between the declared value of transparency and real strategic priorities indicates the
continuing formal approach to digitalization, in which the introduction of tools outstrips the change
in corporate culture. This creates risks of low returns on investments in digital solutions and is a key
barrier to full-fledged digital transformation in the pharmaceutical industry. The results obtained
contribute to understanding the factors of readiness of top management of pharmaceutical companies
for digital transformation and can serve as a basis for developing more effective strategies for
implementing digital communication solutions in the industry.
