On November 14, the Department of Management, Marketing and Quality Assurance in Pharmacy of the National University of Pharmacy held a lecture-discussion as part of the elective educational component “Digital Marketing Tools” for third-year students of the “Pharmacy” educational program. The topic was “Direct Mailings and Chatbots.” Students from the educational programs “Management” (full-time and part-time) and “Marketing” also participated in the discussion.
The lecturer and discussion moderator was Associate Professor, Candidate of Pharmaceutical Sciences Svitlana ZHADKO.
The invited speaker was Viacheslav SAUTS, Marketing Director of the “Podorozhnyk” pharmacy network. With over 2,000 pharmacies in 140 cities across Ukraine and a team exceeding 12,000 employees, “Podorozhnyk” is the largest pharmacy chain in the country. The company is undergoing digital and technological transformation in marketing and other business processes, making its experience invaluable for developing the competencies targeted by the educational components offered by the department.
The lecture began in a traditional format. After presenting the core theoretical material, Viacheslav SAUTS joined the discussion on the role of direct mailings and chatbots in the integrated marketing strategy of the “Podorozhnyk” pharmacy network.
Students Viktoriia BRIT, Mariia BILYK, Vladyslava MERZLIKINA, and Sofiia ROGACHOVA showcased the findings of their research project on digital marketing channels for the “Podorozhnyk” pharmacy network. They proposed marketing funnel strategies for attracting new customers and stimulating repeat purchases. Their presentation was highly appreciated by the guest speaker, and the students received delightful gifts from the “Podorozhnyk” pharmacy network.
Viacheslav SAUTS shared his professional experience in digital marketing within the pharmaceutical retail sector and introduced the audience to the mission and values of the “Podorozhnyk” pharmacy network. Students learned about the structure of the network’s marketing department, types of direct mailings, and their effectiveness. In his presentation, Viacheslav SAUTS provided comprehensive and insightful answers to pre-submitted questions from students and faculty about the pharmacy network’s digital marketing channels and tools.
Participants discovered a new digital communication channel used by the pharmacy network (Rich Communication Services messaging), explored collaborations with well-known brands that enhance conversion rates, and learned about the website’s marketing funnel.
“Marketing is all about numbers,” summarized Viacheslav SAUTS, inspiring the audience to achieve new goals. The lecture-discussion left a vivid impression on the participants and boosted their confidence. It is hoped that the knowledge gained will assist the students in their professional development and in creating their own success stories in the fields of pharmacy and marketing.
