PROSPECTS AND PROBLEMS OF THE DEVELOPMENT OF MARKETING OF MEDICAL AND COSMETOLOGICAL SERVICES IN THE PUBLIC HEALTH SYSTEM

Abstract

Purpose: to study the problems and prospects of the development of marketing of medical and cosmetology services in the public health system in Ukraine and to develop optimal ways of improving the mechanisms of influence on this process based on a systemic approach. Materials and Methods. The following methods were used in the research: statistical method, system analysis, comprehensive assessments. Background information on the problems and prospects of the development of marketing of medical and cosmetology services in the field of public health, as well as methodical approaches to improving this process, taking into account systemic analysis, were analyzed. Results. It is established that the systemic approach reflects the consideration of marketing strategies of medical and cosmetology services in the public health system, which includes various elements such as legislation, policy, financing, medical institutions. The development of the health care system in a market environment leads to the commercialization of the industry, an increase in the volume of paid medical services, the introduction of various forms of enterprise, etc. The market of medical services becomes an objective reality, and therefore, its features and mechanism of operation should be understood. Conclusions. Identified problems in the field of marketing of medical and cosmetology services. A systematic approach to finding ways to optimize the provision of quality medical and cosmetology services in the sphere of public health of Ukraine is especially relevant today in wartime on the basis of the structural restructuring of the health care industry. A comprehensive approach makes it possible to optimize relationships between different levels of management in the field of public health.