REMEDIUMREMEDIUM1561-59362658-3534Joint-Stock Company Chicot1113Original ArticleCzech pharmacies: from the social role to marketingProzherinaYuliyanoemail@neicon.ruRemedium071220197-8374118032022Copyright © 2019,2019There are some similarities and differences between the pharmaceutical market in the Czech Republic and the Russian Federation. Despite the fact that the pharmaceutical market in the Czech Republic is much smaller in size, its key trends coincide to some extent with the Russian reality. In particular, the problem of competition between pharmacy chains, reduction in purchasing power of the population, and the search for alternative ways of development has become increasingly acute in recent years.1.OECD Economic Surveys. Czech Republic. July 2018. 57 p.2.Czech Republic: Country Health Profile 2017. 20 p.3.Statista. Total value of pharmaceutical sales in Czechia from 2000 to 2016 (in million CZK).Statista. Available at: https://www.statista.com / statistics / 656955 / pharmaceuticals-sales-czech-republic / Accessed 28 January 2019.4.Прожерина Ю. Аптечный рынок ЛП в России: итоги 2018 г. Ремедиум.2019;1-2:16-18.5.В Чешской Республике вновь дефицит лекарственных препаратов. 18 июля 2019 г. Ссылка: www.aroundprague.cz6.Deloitte. Digital strategy: building digital bridges to end consumers. Russian Pharmaceutical Market Trends in 2018, annual report. Moscow: Deloitte CIS Research Center. 2018. 41 p.7.Aurobindo. Strengthens European footprint and growth potential by acquiring apotex operations in 5 European countries. 2018. 12 p.8.Sebkova, L., Pernica, M. Selected aspects of OTC sales in a pharmacy and by seller of reserved drugs. In: FBM Conferences. Perspectives of Business and Entrepreneurship Development in Digital Age. Brno, Czech Republic 20-22 September 2017. FCH: Brno. 2017. P. 21-30.9.Czech Chamber of Pharmacist. Annual Report 2016, Czech Republic: Czech Chamber of Pharmacist. 2016. 44 p.10.In the First Half of 2017, the Russian Pharmacy Market Reaches RUB 511 bn. Source: https://alpharm.ru / en /11.V Cesku kazdorocM zanikaji desitky lekaren v mensich obcich. Ministerstvo je chce udrzet pomoci statisicovych dot-aci. Source: https://archiv.ihned.cz / c1-66507380-v-cesku-kazdorocne-zani-kaji-desitky-lekaren-v-mensich-obcich-ministerstvo-je-chce-udrzet-pomoci-statisicovych-dotaci.12.Prozherina Yu. Neuromarketing as a perspective implementation for pharmacies. Consultancy Project. MBA. University Of New York In Prague. 2019. 117 p.13.Phoenix Group. Being there. at a glance 2017 / 18. Germany: Charter House Print Management Ltd. 2018. 48 p.