INNOVATION APPROACHES TO THE ORGANIZATION OF COMMUNICATIONS AT THE MARKET OF MEDICAL SERVICES

Abstract

Purpose. The aim of the article is to generalize the essence, place and features of communications in the market of medical services and to substantiate the feasibility of using innovative approaches to the organization of communication activities of health care institutions. Methodology of research. The theoretical and methodological basis of the article is the fundamental provisions of modern economic science. The following methods were used in the research process: theoretical generalization and scientific abstraction – when substantiating the categorical-conceptual research apparatus; system analysis – when forming the theoretical and methodological base and research structure; the method of comparative analysis – when identifying regularities and spatial differences in the organization of communications of medical institutions; methods of descriptive statistics and visual analysis – for a visual presentation of the main provisions of the study; descriptive and conceptual modelling - to represent the complex system of communications of a health care institution; of the experiment - to test substantiated and developed innovative approaches to the organization of communications in the market of medical services. Findings. The article focuses on the growing role of communications in the market of medical services. The essence and features of medical services are defined. The principles of the formation of the domestic market of medical services are identified and its specifics are analysed. The personalities of medical communications and communication problems of health care institutions are determined. Trends in the development of modern communication technologies in the field of health care are analysed. The expediency of using innovative approaches to the organization of communications in the market of medical services is substantiated. Recommendations on improving communications by health care institutions are provided. Originality. The conceptual foundations of understanding the role of communications in the market of medical services have been deepened. Scientific and methodological recommendations on the use of innovative approaches to the organization of communications in the market of medical services have been improved. Practical value. The practical significance of the conducted research is that the formulated theoretical approaches and recommendations for improving the communication activities of medical institutions can become the basis for further scientific research and discussions and provide a basis for the implementation of innovative approaches to the organization of communications in the market of medical services. Key words: medical services, market of medical services, communication, communication activities, innovations, telemedicine.