Introduction. This paper analyzes consumer preferences when creating new dosage forms. The aim of the work is to study the main qualitative indicators of a medicinal product that form consumer preferences, and to determine the degree of significance of each indicator. Materials and Methods The study was conducted using marketing analysis methods, namely, consumer surveys. Statistical processing of the obtained data was carried out using Microsoft Office (Excel). As a result of the study, it was shown that there are qualitative indicators that influence the consumer's choice when buying a drug. These indicators include economic, organoleptic indicators. Among the ergonomic indicators important for the consumer is the dosage form and packaging of the medicinal product. Great importance is attached to consumers to the recommendations of the pharmacist, in the case of over-the-counter drugs. When discussing the possibility of choosing dosage forms for the treatment of burns and skin lesions, the respondents distributed drugs according to ease of use in the following order: ointment / cream for application to the wound (69%), aerosol (12%), solution for treating the wound surface (11% ) and powder for application to the wound (8%), so for the production of new dosage forms in this direction, more attention should be paid to soft dosage forms. In the conclusion of the work, it was shown that when developing new drugs and dosage forms, it is necessary to pay great attention to consumers and the study of their preferences.