On November 20, 2025, in accordance with the work plan of the scientific and educational cluster "Medicine and Pharmacy — Innovative Projects," an international round table titled "Practical Marketing – Search for Innovative Solutions" was held at VSMU in a hybrid format.

Denis Lits, Vice Rector of International Affairs and Organizational and Legal Work at VSMU, welcomed the participants of the round table. He emphasized the importance of marketing for the successful operation of various organizations: educational institutions, pharmaceutical enterprises, and pharmacy organizations.

Marketing enables companies to create valuable products, increase sales, and expand market share through effective promotion and the development of long-term customer relationships.

The session featured presentations on topics including the characteristics of the pharmaceutical market in the Republic of Belarus, regulation of biologically active food additives in the Russian Federation, marketing analysis of flexible management factors within the pharmaceutical organization ecosystem, and behavioral patterns of geriatric patients in pharmacies.

Discussions also covered the application of marketing innovations in educational tourism, specifics of promoting pharmaceutical products and pharmacy organizations on social media, current trends involving artificial intelligence in marketing, and open displays of pharmacy products.

The importance of emotional marketing for fostering customer loyalty and the main directions for developing marketing communication skills among students of the Faculty of Pharmacy were highlighted.

Participants included employees from Sechenov University (Moscow, Russia), representatives of the following clusters: Vitebsk State University named after P.M. Masherov, Vitebsk State Technological University, Polotsk State University named after E. Polotskaya, Vitebsk RUE “Pharmacy”, as well as representatives from all republican unitary enterprises of the pharmacy system, three private pharmacy organizations, RUE “Belmedpreparaty”, and students and staff of the Vitebsk State Order of Peoples' Friendship Medical University..

The reports generated interest among the audience, leading to lively discussions.