In this paper the theoretical foundations of new interdisciplinary direction in science at the intersection of economic theory, neurobiology and psychology — neuroeconomics were considered. Possible advantages of loyal character and disadvantages of ethical character neuromarketing for pharmacy were outlined. The specific component of sensory marketing was accented: visual merchandising, sound design and aromamarketing. It was shown that sensory marketing as innovation for the pharmacy — it is not so long ago forgotten old.
