OPTIMIZATION OF MEDICAL CARE USING DIGITAL MARKETING
DOI:
https://doi.org/10.11603/1681-2786.2024.3.14953Keywords:
digital marketing, medical services, internet marketing, marketing environmentAbstract
Purpose: to study the specifics of service in the field of medical services, to determine the marketing micro- and macro-environment of a medical institution and the problems of applying digitalization in Ukraine.
Materials and Methods. During the study, relevant scientific publications available on the Internet were analyzed, in particular, attention was focused on transformational processes in the health care system, aimed at ensuring equal access of Ukrainians to quality medical services. The research was carried out taking into account the methodology and requirements of economic analysis.
Results. In todayʼs conditions of active digitization of all spheres of society, there is an urgent need to effectively implement the latest marketing methods in the medical field. Medical services are becoming increasingly important in modern society, especially in Ukraine, where improving the quality and efficiency of medical services is becoming a challenge. With the increase in the number of medical institutions – about 30 thousand in total, of which 90 % are private – competition is felt. Using marketing to improve service quality and patient satisfaction is becoming an urgent need. This includes the implementation of online consultations and other initiatives that increase the accessibility of health services. The results show that the level of patient satisfaction with family doctors is stable, but it varies in hospitals. Such differences require attention when implementing marketing initiatives in medical care.
Conclusions. So, marketing in the field of medical services is aimed at meeting the needs of both institutions and their customers. Healthcare advertising spans a variety of channels, including mass media, brochures, in-vehicle advertising, television, social media, instant messaging, and digital marketing. It is important to focus on the channels used by the target audience and develop a comprehensive strategy that covers the various stages of the process of attracting and retaining customers. This helps to attract new patients and increase the overall efficiency of medical institutions.
References
Zaporozhan, L.P., Fesh, M.S., & Lytvynova, O.N. (2024). Osoblyvosti zastosuvannya instrumentiv marketynhu v systemi okhorony zdorovya Ukrayiny [Peculiarities of the use of marketing tools in the health care system of Ukraine]. Svit naukovykh doslidzhen – World of Scientific Research: Proceedings of the International Multidisciplinary Scientific Internet Conference. (Issue 13). Retrieved from: http://www.economy-confer.com.ua/full-article/4010/ [in Ukrainian].
Lytvynova, O.N., Terenda, O.A., Zaporozhan, L.P., & Fesh, M.S. (2022). Systemnyy pidkhid do analizu reformuvannya systemy okhorony zdorovya v Ukrayini: normatyvni harantiyi ta problem [A systematic approach to the analysis of reforming the health care system in Ukraine: normative guarantees and problems]. Visnyk sotsialnoyi hihiyeny ta orhanizatsiyi okhorony zdorovya Ukrayiny – Bulletin of social hygiene and health care organization of Ukraine, 4, 62-69 [in Ukrainian].
Fesh, M.S. (2023). Osnovni instrumenty marketynhovykh stratehiy dyhitalizatsiyi posluh [The main tools of marketing strategies of digitization of services]. Naukovo-tekhnichnyy zbirnyk UAD – Scientific and technical collection of UAD, 1(66), 202-220. Lviv: UAD [in Ukrainian].
Buckley, P.T. (2008). The Complete Guide to Hospital Marketing. (Second Edition). HCPro, Inc.
George, Bapu P. (2006). Marketing of Healthcare Services. (First Edition). Delhi.
Schwartz, L.M., & Woloshin, S. (2019). Medical Marketing in the United States, 1997–2016. JAMA, 321(1), 80-96.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Bulletin of Social Hygiene and Health Protection Organization of Ukraine
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
1. The authors reserve the right to authorship of the work and pass the journal right of first publication of this work is licensed under a Creative Commons Attribution License, which allows others to freely distribute the work published with reference to the authors of the original work and the first publication of this magazine.
2. Authors are entitled to enter into a separate agreement on additional non-exclusive distribution of work in the form in which it was published in the magazine (eg work place in the electronic repository institution or publish monographs in part), provided that the reference to the first publication of this magazine.
3. Policy magazine allows and encourages authors placement on the Internet (eg, in storage facilities or on personal websites) manuscript of how to submit the manuscript to the editor and during his editorial processing, since it contributes to productive scientific discussion and positive impact on the efficiency and dynamics of citing published work (see. The Effect of Open Access).
