# 3 22-25 View full article

УДК 636.022:004

DOI: https://doi.org/10.36887/2415-8453-2025-4-3

Lisyanskiy Serhii,
PhD student in specialty 075 Marketing,
Sumy National Agrarian University
https://orcid.org/0009-0007-6581-6755

JEL classification: O33; Q16; Q18

Published: 19.12.2025

The article substantiates the theoretical and methodological principles for the digital transformation of marketing and sales strategies for entities in the veterinary drugs and services market amid dynamic changes in the external environment. It is determined that digitalization is not only a technological tool but also a strategic development paradigm that changes approaches to creating competitive advantage, customer interaction, and the organization of sales processes. The specifics of the veterinary drugs and services market are revealed, including a high share of imported products, strict regulatory requirements, the dominance of private practices, and the growing role of telemedicine and IoT solutions. It is additionally emphasized that digital changes transform consumer behavioral models, increase the importance of transparency in information, shape new criteria for trust in brands, and raise the requirements for expert support. The main strategic approaches to the digital transformation of marketing and sales activities are identified and systematized: digital presence and brand visibility strategy, omnichannel sales strategy, personalized marketing strategy, digital serviceability and telemedicine strategy, digital community building and expert leadership strategy. The key tools for implementing these strategies include social networks and content marketing, SEO/SEM technologies, search behavior analytics, Big Data, e-commerce, and digital logistics. In summary, implementing these approaches increases the effectiveness of marketing communications, enhances customer-centricity, expands personalization capabilities, and establishes long-term competitive advantages for entities in the veterinary drugs and services market, while outlining directions for further scientific research in this area.

Keywords: digital tools, digital services, Big Data, data-driven marketing, electronic logistics, content marketing, SEO/SEM, CRM systems, e-commerce, veterinary services, competitive advantages.

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Lisyanskiy Serhii. . Digital transformation of marketing and sales strategies in the market for veterinary drugs and services. The journal "Ukrainian Journal of Applied Economics and Technology". 2025 / #4. 22-25pp. https://doi.org/10.36887/2415-8453-2025-4-3

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Lisyanskiy Serhii. "Digital transformation of marketing and sales strategies in the market for veterinary drugs and services". The journal "Ukrainian Journal of Applied Economics and Technology". . https://doi.org/10.36887/2415-8453-2025-4-3

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