Теоретические основы маркетинга в системе здравоохранения

Abstract

Marketing in the health system contributes to increasing public satisfaction in the demand for medical care, providing the population with high-quality medical care and improving their standard of living. The method of identifying and analyzing contact points, based on the results of studying and taking into account the opinion of patients, for the implementation of patient-oriented and participative approaches to marketing medical services, provides for the active participation of the patient himself in discussing issues of his own health, which can be used to evaluate and qualitatively improve the activities of health organizations. In modern conditions, there are problems in the dental services market due to the lack of modern equipment and the provision of highly qualified quality dental care. The client orientation of medical personnel is a significant indicator of the quality of medical services, the patient's perception of the value of the service and is associated, both with a high level of medical service delivery and the qualification of medical personnel. The lack of managerial and financial autonomy of health-care organizations limits their ability to improve the use of financial resources. Marketing research is mainly used to optimize the activities of non-state health organizations and allows the development of a dental clinic by introducing economically justified forms of medical care and the possibility of improving the provision of medical services, which will contribute to improving dental care for the population.