ОСОБЛИВОСТІ МІЖНАРОДНОЇ МАРКЕТИНГОВОЇ СЕРТИФІКАЦІЇ ПОСЛУГ

Abstract

The article is devoted to the study the process of international marketing certification of services in different countries. |In connection with the reform of the medical sphere in Ukraine, there is a gradual transition to market relations in the field of medical services. This process should optimize all activities which are associated with improving the efficiency of medical services in the domestic market of Ukraine and in the foreign markets. The use of marketing technologies in the field of ser-vices in their implementation in the international market should be based on the study and proper organization of the process of international marketing certification of such services. The goal of the article is to analyze the international experience of marketing certification of services as a tool for their marketing promotion in the international market. Certification and licensing of medical services on the Ukrainian market and on the international market is a mandatory process that protects both those who provide such medical services and those who receive them from external and internal factors of negative influence. The internal system of marketing certification of medical services in Ukraine includes the process of licensing and control, accreditation, examination and certification as a health care institution, medical and non-medical workers and medical services. It also includes certification of health care facilities according to the ISO 9001: 2009 standard. Today, there is no universally accepted system of certification of medical services, so each country uses its own set of standards and regulations for such activities. At the article authors considered the international marketing certification systems which are implemented by health care institutions in the European Union, Great Britain, Ireland, Canada, the United States, the Middle East, South America and Australia. The process of international marketing certification of medical services allows to solve the internal problems of health care institutions in Ukraine and will allow them to promote effectively their services in the international market.