SUMMARY
Marketing research is the basis of formation enterprise’s information policy and implementation of management system grounded on adoption of informed management decisions based on modern information. Since information has a price, it is considered as service or commodity. The life cycle of modern pharmaceutical information is characterized by short-term, and information itself is valuable, difficult to gather and interpreted. Market research market participants mark trends in increasing the number of errors, which leads to a rethinking of marketing research methods aimed at personalization and specification of individual research, the introduction of modern information products, programs, information systems.