Abstract: what awaits the pharmaceutical market and the market for medical goods and services after quarantine ends? How does the global economic crisis affect their development? The main objective of the study was to predict possible changes in these markets. The authors examined 8 possible trends that will determine the main directions of development of these markets, and the main one is the transformation of the individual’s health value from instrumental to primary (basic). It is this transformation, spurred by the pandemic of the coronovirus Covid-19, that is the source of various changes that have different forms of influence on the development of the studied markets. Strengthening political measures aimed at monitoring the health status of citizens of the country, supporting the antiviral sectors of the pharmaceutical market, creating a full-fledged partnership of the state with medical organizations of various forms of ownership. There will be a change in consumer preferences in the direction of innovative medicines, spa treatment and medical gadgets. There is a high probability of losing “cheap” drugs. Forced self-isolation of citizens will lead to an increase in on-line sales in the pharmacy market, and, as a result, a change in forces in the e-commerce sector. The result will be the rapid development of performance ‒ market projects of pharmaceutical manufacturers and sellers. The forecast made by the authors is suitable for use in the formation of investment development programs in the studied markets.
Keywords: Covid-19, health, pharmaceutical market, pharma 2020, basic value, innovative medicines, online sales