Abstract
The issues related to the development of university medicine in connection with the emerging epidemiological situation and trends for the future are becoming more and more relevant in both research and practical aspects all over the world. The experience of university clinics abroad has been sufficiently studied, however, in Russia, the process of formation and development of medical clinics at leading Federal Universities has begun recently, and is not active enough. Currently, there are no more than 10 university clinics in the country, their experience, functioning mechanisms and contribution to the general results of a healthcare development has not yet been summarized and described in the scientific literature. At the same time, the scientific description and study of the issues of University clinics as medical institutions of a special type capable of providing high-tech medical services to the population and solving the issues of human resources for developing medicine are very relevant and significant in implementing the sustainable economic development concept in the conditions of changing challenges. Based on the analysis of the experience of foreign University clinics, an attempt is made to study the model and generalize the experience of University clinics formation in Russia in order to identify the main problems and prospects for their development. Without pretending to cover the whole range of problems associated with the development of university medicine, the main objective of the study is the issues of an innovative approach to the formation concept of medical centers positioning on the platform of a “University Clinic” brand. Using the example of the University Clinic - Clinical and Diagnostic Center of Immanuel Kant Baltic Federal University (CDC IKBFU) the process of forming the concept of University clinic positioning was described; a situational analysis of the medical services market was carried out in order to identify the problems in sustainable growth goal-setting; possible approaches to the choice of the positioning concept of the University Clinic were analyzed; the concept of the CDC positioning on the platform of the “University Clinic” brand was proposed; a model of a “pyramid of values” was built for a medical organization of this type; an innovative approach to the formation of the clinic’s media policy was proposed; the recommendations were developed to implement the concept of the platform of the “University Clinic” brand positioning in the online environment in the information openness context. The findings obtained make it possible to continue the study of a whole range of issues, both scientific, methodological and practical, concerning the substantiation of an effective model for University clinics functioning; solving organizational, managerial and legislative aspects related to their departmental subordination, coordination of the ministries of education and healthcare, the sources of their funding, the forms of state support and others.
Highlights
The changing conditions of existence and recent challenges have contributed to the fact that the issues of medical care have become one of the most discussed in the world, both from the standpoint of scientific medical research and the organization and efficiency of providing medical services to the population
In order to achieve the goal set for maintaining the population and improving people's health, a significant role is played by medical institutions of a special type, University clinics, which possess highly qualified personnel, high-tech medical equipment, and modern methods of providing medical care
The volume of the medical services market fluctuates under the influence of a number of factors associated with both negative changes in the external environment, in particular a pandemic, an increase in the incidence of the population caused by a deteriorating environmental situation, and, on the other hand, with the biomedical technologies development, changes in behavior patterns and public attitude to health [7, 8] this is the situational analysis of the industry market that should start with while developing the strategy for medical institutions, including University clinics, the formation of the positioning concept in the context of high market volatility and increasing competition
Summary
The changing conditions of existence and recent challenges have contributed to the fact that the issues of medical care have become one of the most discussed in the world, both from the standpoint of scientific medical research and the organization and efficiency of providing medical services to the population. The concept development and competent positioning of a University Clinic as a medical organization of a special type will allow, in our opinion, to solve a number of problems: to create an appropriate image among the medical community, to solve, to a large extent, the problem of the availability of high-tech medical care to the local population without leaving the territory, will contribute to the fact that the University Clinic will be the core for creating medical clusters in the regions. The purpose of the research is to develop a concept for the CDC positioning on the platform of the "University Clinic" brand. Development of the recommendations for implementing the concept of positioning the "University Clinic" brand in the online environment in the information openness context
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