MARKETING SERVICES ANALYSIS OF CHALLENGES AND OPPORTUNITIES

Authors

  • L. V. Truschenkova Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine, Ternopil, Ukraine https://orcid.org/0000-0002-5396-3973
  • L. V. Shevchuk Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine, Ternopil, Ukraine

DOI:

https://doi.org/10.11603/1681-2786.2024.3.14948

Keywords:

public health, marketing services, war, Ukraine, information campaigns, health care

Abstract

Purpose: to analyze the main challenges facing marketing strategies in a war environment, as well as problems with communication, availability of resources, changes in the social environment and the impact on public perception. Open up new opportunities that appear for marketing services in the field of public health in crisis conditions. Consider innovative communication approaches and opportunities to improve public awareness and community engagement.

Materials and Methods. An analysis of the transtheoretical model of behavior was carried out. The method of content analysis, structural and logical analysis was used.

Results. Five stages of change are considered: Precontemplation, Contemplation, Preparation, Action, and Maintenance. The meaning of each stage is described and justified. Specific interventions based on a transtheoretical model of behavior that take into account the unique conditions of war have been developed.

Conclusions. A transtheoretical model of behavior can be useful for developing strategies for changing behavior in Ukraine in wartime conditions. Adaptation of the model to the specific conditions of the conflict is critical to ensure its effectiveness. Challenges such as psychological stress, resource instability and limited access to services can be addressed, and innovative approaches to support behavior change can be taken. It provides a powerful website for public health and marketing professionals, helping them to better adapt their strategies to the conditions of war and make the most of the opportunities available.

Author Biographies

L. V. Truschenkova, Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine, Ternopil, Ukraine

PhD (Economics and Enterprises Management), Associate Professor of the Department of Public Health and Health Care Management

L. V. Shevchuk, Ivan Horbachevsky Ternopil National Medical University of the Ministry of Health of Ukraine, Ternopil, Ukraine

is a 2nd-year student specialty «Public Health»

References

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Published

2024-10-30

How to Cite

Truschenkova, L. V., & Shevchuk, L. V. (2024). MARKETING SERVICES ANALYSIS OF CHALLENGES AND OPPORTUNITIES. Bulletin of Social Hygiene and Health Protection Organization of Ukraine, (3), 54–58. https://doi.org/10.11603/1681-2786.2024.3.14948

Issue

No. 3 (2024)

Section

Organization of medical care

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Copyright (c) 2024 Bulletin of Social Hygiene and Health Protection Organization of Ukraine

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