REMEDIUMREMEDIUM1561-59362658-3534Joint-Stock Company Chicot192710.32687/1561-5936-2026-30-2-201-204Original ArticleA study of digital literacy of pharmacy visitors in context of generational theoryGolovkoTatyana P.golovkotanya99@gmail.comLoskutovaEkaterina E.loskutova_ee@pfur.ruLomonosov Moscow State University, Moscow, RussiaPeoples' Friendship University of Russia named after Patrice Lumumba, Moscow, Russia04072026220120407072026Copyright © 2026,2026Since digitalization is a trend in modern society, it impacts the drug distribution system, including pharmaceutical activities. One promising area of digital change in pharmacies is customer service, specifically identifying touchpoints, targeted marketing, and, ultimately, more effectively meeting consumer needs using the latest information and communication technologies. Therefore, there is a need to assess consumers digital literacy levels, which may vary across generations.digitalization of pharmacy organizationsmarketingdigital literacygenerationцифровизация аптечных организациймаркетингцифровая грамотностьпоколение1.Abesalashvili M. Z., Alieva M. F., Pshizova B. M. Current directions of digital development of the healthcare system. Problems of social hygiene, public health and the history of medicine.. 2025;33(2):171—175. (In Russ.)2.Kotler P., Setiawan I., Kartajaya H. Marketing 5.0: Technology for Humanity. Moscow; 2022. (In Russ.)3.Baymuratova L. R. et al. Digital literacy for the economy of the future. Moscow; 2018. (In Russ.)4.Ozhiganova E. M. Strauss—Howe generational theory: possibilities of practical application. Business education in the knowledge economy. 2015;1(1):94—97. (In Russ.)