The role of marketing strategy in the activities of medical institutions under the conditions of COVID-19

Abstract

The article is devoted to the topical issues of analyzing the impact of COVID-19 on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in the field of medical marketing that arose in response to the challenges caused by the coronavirus pandemic. Changes in society's priorities were analyzed, as well as ways of adapting the marketing activities of business entities in the health care sector were investigated. Determinants of the micro- and macro-environment of medical institutions, which significantly affect the functioning of such institutions in the conditions of challenges of a different nature, in particular in the conditions of epidemics, are determined. An analysis of the competitiveness of a separate medical institution in the region of Ukraine was carried out. The authors proposed an innovative version of Maslow's matrix, which in its essence is more about safe behavior and physiological needs of the consumer. The authors paid attention to the peculiarities of maintaining pages in social networks, setting up targeted advertising, development of health care sites, partnership between medical institutions, virtual assistance of doctors and other important parameters of marketing activity. Three main interrelated topics were chosen for social media posts: COVID-19, hospital, laboratory. Based on the results of the research, recommendations were developed for improving the marketing activities of a private medical center in the context of a pandemic. The authors developed a media plan for the popularization of a comprehensive examination of the human body after suffering from the coronavirus disease. Using the example of a medical center, the implementation of new marketing trends in the work of a medical institution is described (digitalization, updating pages in social networks, implementation of online patient records, maintenance of expert accounts). Outcomes were assessed by monitoring the number of patient records. The effectiveness of the implementation of marketing innovations in the activities of these business entities in the conditions of pandemic challenges has been proven. The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied