ASYMMETRY OF INFORMATION AT THE PROFESSIONAL MASS MEDIA
In this study results of the research of problems of manifestation of asymmetric information in the professional mass media are presented. Seven types of information asymmetry are revealed. Their implementation in pharmacy, on the one hand, encourages the pharmacist to provide additional benefits due to the lower awareness of the patient, on the other hand - to the patient undue buying expensive drugs and/or drugs in excessive amounts, as well as drugs, the combination of which, while taking, is dangerous. This leads to the increase of additional costs of patients, particularly for the treatment of the possible drug disease.