Marketing activity tools of medical institutions in the healthcare services market

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dc.contributor.authorAlina Yu. Zhukovska
dc.contributor.authorOleksandr V. Dluhopolskyi
dc.contributor.authorOksana F. Lesyk
dc.date.accessioned2025-12-04T13:40:21Z
dc.date.available2025-12-04T13:40:21Z
dc.date.issued2025-11-03
dc.description.abstractWith 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.
dc.identifier.issn3041-2153 (print)
dc.identifier.issn3041-2161 (online)
dc.identifier.urihttps://ir.duan.edu.ua/handle/123456789/6412
dc.language.isoother
dc.publisherAlfred Nobel University
dc.subjecthealthcare system
dc.subjectmedical services
dc.subjecthealthcare services market
dc.subjectmarketing activities
dc.subjectmarketing
dc.subjectdigital marketing
dc.subjectcontent marketing
dc.subjectreputation marketing
dc.subjectThe National Health Service of Ukraine (NHSU)
dc.subjectсистема охорони здоров’я
dc.subjectмедичні послуги
dc.subjectринок медичних послуг
dc.subjectмаркетингова діяльність
dc.subjectмаркетинг
dc.subjectцифровий маркетинг
dc.subjectконтент-маркетинг
dc.subjectрепутаційний маркетинг
dc.subjectНаціональна служба здоров’я України (НСЗУ)
dc.titleMarketing activity tools of medical institutions in the healthcare services market
dc.title.alternativeІнструменти маркетингової діяльності медичних закладів на ринку медичних послуг
dc.typeArticle

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European Vector of Economic Development