ДОСЛІДЖЕННЯ ПРОБЛЕМ РИНКУ СЛУЖБИ КРОВІ УКРАЇНИ

Abstract

One of the health problems facing society is the regular need in blood components and preparations. Decreasing the volume of blood procurement and its components to a critical level in recent years is a significant problem in Ukraine. Various aspects of Ukrainian blood service institutions’ activity are presented in the works of Ukrainian and foreign scientists. At the same time, the possibilities of marketing in eliminating modern problems of the blood service remain unresolved. The aim of the work is to study the problems of the blood service market and identify those that can be solved with the help of marketing tools. The article’s objectives are to identify current problems in the blood service of Ukraine; systematization and classification of them, and the separation of those that can be solved with the help of marketing tools. Based on expert assessments and statistics on the blood service of Ukraine, the 15 most pressing problems of the Ukrainian blood service have been identified. All of them were systematized and classified into groups: information, logistics, production, security, financial and political. Some of them can be solved only at the state level, the negative impact of some can be solved by blood service institutions. It was found that with the help of marketing tools can be solved only information (lack of sufficient base of staff donors; the state does not properly promote voluntary donation and logistics) and logistics (insufficient number of donors; the problem of providing the medical industry with components and drugs of sufficient blood quantity, the problem of availability of components and blood products for medicine, a high percentage of write-off of erythrocyte mass) problems. Developed and implemented marketing programs to promote voluntary donation, marketing programs to attract new ones, retain existing ones and return lost donors can help increase the number of donors and the staff donor base. The development of information products for the accounting and exchange of data on the needs of the medical industry and their availability in blood centers and direct marketing tools in their divergence can solve a number of logistical problems.