Introduction. Currently, profiling of patterns is one of the modern approaches to personalized marketing in pharmacy. This approach allows to create predictive models of consumer behavior to optimize the advertising budget, adjust the assortment and prices of medicines and other pharmacy products, increasing margins of pharmacy. To profile patterns is necessary to bring to uniformity the names of variables, data formats, combining, string and automatically updating the essential characteristics of patterns in profiled data directories. Personalized marketing requires code input of consumer data, and products, taking into account names, brands, dosages, packings, types, sizes, quantities of medicines and other pharmacy products. Purpose of the study: scientific justification of the behavioral patterns of consumers taking into account their profiling to perform personalized marketing tasks in pharmacy. Materials and methods: The research was conducted by analyzing consumer transaction histories from CRM systems when purchasing goods in 1121 retail pharmacy organizations located in 8 federal districts of the Russian Federation belonging to the pharmacy chains Ozerki, Doctor Stoletov, Samson-Pharma, Superapteka, Mosapteka (Big Data). The study period is 2018-2023. The analysis was performed after preliminary data cleaning. The information array included consumer data, taking into account the frequency of purchases (at least 5 transactions with an average interval of no more than 150 days), which were not inclined to stop purchases; data on participation in loyalty programs involving the use of discounts and bonuses. Research methods: statistical observation, summary and grouping of data, calculation of averages and medians, analysis of dynamics series, stratification. Results and discussion. The stratification of consumers of pharmacy products has been carried out. High indicators of the average number of visits to a pharmacy organization for the analyzed period were found in combination with a low indicator of the median time between visits to a pharmacy in the stratum of consumers of pharmacy products for the treatment of chronic diseases. The analysis of consumers by price patterns is carried out: the average purchase price, the average amount of the receipt, the maximum purchase price. Technologically oriented consumers had the highest rates, for whom the typical price of one item in the basket was 579.56 rubles; the standard budget for one visit was 1376.57 rubles; the upper limit of solvency (maximum purchase price) was 3017.04 rubles. One of the lowest rates of the average amount of bonuses was in the segment of consumers of medicines and pharmacy products for the treatment of chronic diseases. The average margin was the highest in the stratum of consumers who visit a pharmacy along the way. Conclusions. The results of the study make it possible to increase the loyalty of consumers of medicines and other pharmacy products through the use of personalized marketing activities.