The basic characteristics the Internet-sites of a pharmaceutical orientation from the point of view of their functionality, as means of marketing communications in the pharmaceutical market are considered and certained. The corresponding hierarchical structure of their criteria estimations has been constructed. The practical comparison of pharmaceutical Internet sites of some leading enterprises in the retail pharmaceutical market of Ukraine and the Kharkov region has been leaded. General requirements to the Internet-resources of a pharmaceutical orientation for improvement of access of consumers, buyers, the population to medical products and the goods of medical purpose has been developed.
pharmaceutical market, internet-communications, web-sites of pharmaceutical enterprises, estimation of functionality for the components of information systems