SWOT ANALYSIS OF INSTITUTIONS PROVIDING MANUAL THERAPY AND MEDICAL MASSAGE SERVICES

Abstract

The article considers the SWOT-analysis methodology for assessing and comparing public and private institutions in Ukraine, in particular the arrangement of offices and the quality of services provided by specialists in manual therapy and therapeutic massage. This will help the administration to accept and correct the shortcomings for the future prospective development of institutions and health care activities in general. The study examines strengths and weaknesses, opportunities and threats that can affect the quality of providing preventive and health services in order to increase the number of visits. In this study, the SWOT-analysis has been considered as a diagnostic procedure for assessing the state and development trends of the institution. The method of expert assessment has been used in the study, in order to prevent incorrect assessment of factors, especially the internal environment due to its subjective approach, issues of completeness, validity and reliability of primary information, the bias of quantitative analysis over qualitative, poor adaptation to changing environmental conditions. As a result, comparative differences and similarities of internal and external factors of development between private and state institutions have been found in the study. The purpose of the study is to investigate and analyze the strengths, weaknesses, opportunities and threats of institutions, establishments that provide manual therapy, therapeutic and preventive massage services. The following methods have been used to solve the tasks of this study: analysis and generalization of data from scientific and methodological literature, analysis of normative and legal, internal statutory documentation, questionnaires, interviews, expert evaluation. The analysis of external factors of the SWOT -analysis demonstrates the same number of opportunities of public and private institutions. A number of priority opportunities for the development of private institutions are technical improvement and the possibility of improving the level of professionalism by undergoing advanced training abroad, increasing the quantitative spectrum of the provision of medical and preventive services. State institutions include the creation of competitive conditions, the purchase of modern equipment, salary increases, etc. Threats to the prospects of a state institution include threats to its financial situation, and to a private - reputation of an institution and its specialists.