MARKETING ACTIVITY IN THE FIELD OF MEDICAL SERVICES
DOI:
https://doi.org/10.11603/1681-2786.2024.1.14514Keywords:
marketing, medical services, form of ownership, marketAbstract
Purpose: to justify the need to strengthen the use of marketing activities in the health care system, to reveal the role, features and effective use of marketing of medical services.
Materials and Methods. In the course of the research, scientific publications of the last period, which are available on the Internet, were processed, attention was focused on transformational processes in the health care system aimed at ensuring equal access to quality medical services for the citizens of Ukraine. The research was conducted taking into account the methodology and requirements of economic analysis.
Results. The article reveals modern approaches to the management of socio-economic processes based on the use of marketing as the basis of business philosophy. The main stages of marketing activity in the field of providing medical services have been studied. Attention is focused on the peculiarities of medical services as a special product in the health care system. Qualified medical service can be provided by specialists who have not only professional education, but also the necessary economic knowledge.
The materials of scientific and educational literature, as well as publications from various periodicals devoted to the researched issues, are summarized. A number of studies related to modern approaches and features of marketing activity in the health care system were used. An analysis of existing problems in the market of medical services was carried out and the issue of cooperation between the public and private sectors of medicine was raised.
Conclusions. Medical services in Ukraine are at the stage of transformation. A rational combination of state, private, communal and mixed forms of ownership in the medical field is becoming important, which allows obtaining real benefits of ensuring financial stability, coordination and clear definition of the scope and quality of medical services.
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