Abstract: The article considers the possibility of using modern approaches to conducting business in the field of sales of veterinary drugs due to the use of innovative approaches in the marketing management system during the organization, formation, development and expansion of the enterprise. The use of elements of digital technology and e-commerce for the sale of veterinary drugs contribute to reducing costs and time spent on disseminating information about products and services, advertising, and customer feedback.

The analysis of modern approaches to advertising products of market leaders showed that social networks have become one of the most effective content marketing channels.

Marketers use them to identify the preferences of network users and to solve the tasks of placing advertisements and creating influence groups.

Attracting customers through social networks is much more economical compared to using traditional means of advertising, which explains the increasing popularity of this type of advertising among marketers. The analysis of ways of searching for products among consumers in social networks confirmed that the launch of targeted advertising is an effective way of familiarizing interested consumers with innovative products. Targeted advertising allows you to direct advertising messages to specific groups of consumers who have already shown interest in similar services or have a need for similar drugs. The launch of targeted advertising helps to increase the attention of consumers to drugs, means and services, and also creates an incentive for joint experience and exchange of information with other people.