МАРКЕТИНГ У СФЕРІ МЕДИЦИНИ: ТРАНСФОРМАЦІЇ КАНАЛІВ КОМУНІКАЦІЙ ІЗ ПАЦІЄНТАМИ ПІД ВПЛИВОМ ПАНДЕМІЇ COVID-19

Abstract

The article raises the issue of transformational processes in medicine that took place under the influence of the coronavirus pandemic in 2020–2022. Today, the issue of the growing expectations of patients regarding the quality of medical services provided by healthcare institutions in Ukraine is topical. To improve the quality of services medical institutions offer, the authors propose marketing strategies and methods as essential components of competition in the medical market. The essence and central aspects of the use of offline and online marketing tools in the field of medicine were studied. The process of marketing activities by healthcare institutions is analyzed in detail. The list of marketing tools that have become the most in-demand on the market and which, under the influence of destabilizing factors, can equalize the effectiveness of their use to meet the needs of medical institutions and the interests of patients of these institutions is defined. In the article, medical marketing is considered an approach that allows forecasting the demand for medical services, expanding the range of services in response to changes occurring in the market under the influence of the pandemic and other destabilizing factors, and implementing appropriate marketing strategies. The main marketing elements in the need of medical services are market research, segmentation of the target audience, planning and implementation of marketing strategies, analysis of results, and adjustment of strategy. It is emphasized that the promotion of medical services can be carried out through various channels of interaction with patients: mass media, outdoor advertising and advertising in transport, television advertising, social networks, messengers, etc. The sales funnel in the medical services field has certain features compared to other services, which must be paid attention to when planning a strategy for promoting a medical product. Taking into account the transformational processes in the market, it makes it possible for medical institutions to attract more customers than competitors and increase their revenue, increasing their profitability.