მარკეტინგის განვითარების სტრატეგიები სამედიცინო სფეროში

Abstract

The reduction of state subsidies, the control of expenditures by insurance companies, the introduction of ethical standards in medicine by health care institutions have increased the demand for additional investment. One of the important factors for increasing the competitiveness of private medical institutions and the sustainability of its activities is the formation of a marketing complex. In order to popularize the services of medical institutions, the main tools of the marketing communication system are used: advertising, public relations and so-called Synthetic means. Medical marketing cannot be considered as just developing good services and delivering it to customers. Medical facilities should also establish close links with existing and future clients. Marketing activities should ensure the creation of new medical services and the development of existing medical services. It is important to increase the role of the state in regulating the medical market in order to promote healthy competition among suppliers and the unwavering improvement of the quality of medical services.