Introduction. Currently, the relevance of the development and implementation of digitalization elements in the workspace of various spheres of labor activity is beyond doubt. Intensively developing technologies, services, web platforms for work due to the possibility of fast, accurate and prompt processing of information, contribute to the opening of additional opportunities in the conditions of competition of pharmacy organizations, increase productivity and labor savings due to the automation of processes associated with the performance of daily tasks. In the pharmaceutical industry, digital tools have entered and firmly established themselves primarily in the areas of the information exchange process, management accounting, optimization of drug distribution, bar coding of drugs, creation of online platforms for improving and maintaining pharmaceutical services, etc., which in turn allows pharmacy organizations to remain more competitive. Purpose of the study: to identify the results of the application of digital technology elements in the work of pharmacy organizations of the federal and regional network in a competitive environment and an anonymous survey of consumers and pharmaceutical workers. Materials and methods: mathematical, statistical, descriptive, logical, sociological survey of the population and pharmaceutical workers in the form of face-to-face and correspondence online questionnaires based on the Google Forms platform for the period April-May 2024. Results and discussion. A comparative analysis of the competitiveness indicators of pharmacy organizations was performed based on the following identified advantages: location; operating hours; layout of premises; interior of the sales area and window dressing; loyalty programs provided to customers; service facilities; elements of digitalization; ethical standards and behavior on the part of pharmaceutical workers; level of professionalism of specialists; based on the analysis of which a general assessment of competitiveness was given. Based on the results of an anonymous survey of the population and pharmaceutical workers of pharmacies, preferences for the implementation and use of digitalization tools were identified. It was found that pharmaceutical specialists among the main digital tools prefer to use e-mail - 100% of respondents, 95.7% often use instant messengers and electronic document management in their work, and a positive attitude of the population to the implementation of artificial intelligence was noted - 70.8% of respondents. Conclusions. Based on the results of the study, recommendations were developed to improve the efficiency of work of pharmacy organizations on issues of quality of service to the population.