Marketing activity tools of medical institutions in the healthcare services market
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Дата
2025-11-03
Назва журналу
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Назва тому
Видавець
Alfred Nobel University
Анотація
With the onset of healthcare reform in Ukraine, the healthcare services market has begun to take shape. This market is unique in its nature, as it significantly differs from traditional commercial markets. Patients are not fully equated with buyers, doctors are not conventional sellers, and medical services are not treated as ordinary consumer goods. Unlike other sectors, healthcare is highly regulated, and service provision is subject to strict legislative and ethical constraints. Modern medical institutions in Ukraine function under conditions of dual competition, competing both for patients and for NHSU healthcare guarantee packages. This study aims to improve the theoretical, methodological, and practical foundations of the marketing activities of medical institutions in Ukraine’s healthcare services market. The research is based on systemic and structural approaches, incorporating methods of analysis and synthesis, induction and deduction, generalization, and comparison. These methodological tools allow for a comprehensive study of the marketing landscape in the Ukrainian healthcare sector. The article formulates a modern paradigm of marketing in the healthcare services market, emphasizing the dual nature of competition. It is established that state, municipal, and private medical institutions compete on two levels: for NHSU healthcare guarantee packages and for patients. While the factors of competition at these levels largely overlap, fundamental differences exist. In the competition for NHSU contracts, compliance with clearly defined eligibility criteria plays a decisive role, whereas in the competition for patients, reputation, trust, service quality, and positive feedback become key success factors. The study reveals that marketing tools are predominantly applied at the second level, where medical institutions seek to attract and retain patients. The most widely used and effective marketing strategies identified include digital marketing, content marketing, reputation management, and various cooperation and partnership programs.
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Ключові слова
healthcare system, medical services, healthcare services market, marketing activities, marketing, digital marketing, content marketing, reputation marketing, The National Health Service of Ukraine (NHSU), система охорони здоров’я, медичні послуги, ринок медичних послуг, маркетингова діяльність, маркетинг, цифровий маркетинг, контент-маркетинг, репутаційний маркетинг, Національна служба здоров’я України (НСЗУ)