The role of medical marketing in implementation of projects of value-orientated health care

Abstract

The modern health care is characterized by value-oriented approach. The changes in health care policy shifted research focus on studying patient behavior and emphasized role of marketing targeted on patients. The study of patient values is area of research going beyond the scope of medicine. The active interaction with consumer through analysis and prognostication is daily component of professional activity of marketer.The purpose of the study is to describe main methods of implementing value-orientated approach, to determine required competencies in implementation of projects of value-oriented health care and to value role of marketer in projects realization.The analysis of main techniques and methods of value-orientated approach and necessary competences was carried out. On the basis of the professional standard of marketer, possible areas of interdisciplinary interaction of specialists are identified. The important role in development of value-oriented health care belongs to studies of patient behavior and one's values system that requires good awareness of methodology of such studies. The competencies of marketer are required for implementing value-oriented health care projects: pricing, patient journey mapping, operational efficiency increasing, development of patient commitment to treatment, decision making about treatment shared with patient, quality assessment of medical services. The delegation to marketers part of tasks in implementation value-oriented health care projects will relieve medical personnel, improve quality of substantiation of projects implementation and increase persuasiveness of arguments at the expense of narrow specialization knowledge and competences in marketing.