STUDY OF THE APPLICATION OF TARGETED ADVERTISING ON THE MARKET OF MEDICAL SERVICES OF UKRAINE

Abstract

Purpose: to study the optimization of Internet marketing, the definition of the essence and types of targeted advertising and the problems of its use in Ukraine.

Materials and methods. The research materials were official statistical materials, scientific works of domestic and foreign scientists, materials of scientific and practical conferences, periodicals, personal developments of the authors.

Results. In today’s conditions of active digitization of all layers of society, the active implementation of the latest marketing methods in the field of medical services is becoming an urgent problem. Social networks have been very popular among users for a long time, and targeted advertising has become an indispensable sales tool for SMM specialists. Currently, this feature is used by small business owners, content managers, entrepreneurs, and freelancers. But often a large amount of money is irrationally spent on advertising in social networks in search of sales, not knowing how to use it correctly. The most basic advantage of targeted advertising is the flexibility of its configuration, because targeting is configured only for a specific target audience that has a need or interest in the company’s products or services. The next advantage is the availability of targeting, especially for beginners in small business. Such entrepreneurs or companies, even without a website, will be able to provide information for their target audience, which turns to the page of a group or community in a social network, with the help of setting up targeted advertising. Also, the main advantage of this type of advertising is its low cost, i.e. the price of a click is significantly lower than in contextual advertising. In the targeting setting, it is possible to change the spelling of keywords and edit the advertisement itself at any time, in addition, with the help of targeted advertising, there is an opportunity to analyze all user actions, conduct analysis with statistical tools. If you follow the principles of creating and setting up targeted advertising, you can avoid all its possible disadvantages.

Conclusions. In the conditions of strong competition, private medical centers should focus as much as possible not only on the quality of providing their services, but also pay a lot of attention to the tools for their sale. In order to attract the largest number of customers, it is necessary to consider the customer’s journey in detail and track all his actions. Now, a potential client spends a lot of time on the Internet to make a decision about purchasing a service. Vini compares the competitors, analyzes the prices and decides where he likes the best. The most effective tools can be considered contextual and targeted advertising, as well as search engine optimization of the site.