Healthcare Business Research Articles

Advances in Cryptographic Algorithms: The Mathematics behind Secure Communication

This research discusses the mathematical aspects and evolution of cryptographic algorithms and underlines the importance of these principles for current digital communication protection. Cryptography uses algorithms from mathematical areas like modular arithmetic, finite field and elliptic curve to ensure that data being transferred is coded and decoded. Consequently, the contexts of symmetric algorithms such as AES or asymptotic systems like RSA and ECC are analyzed with reference to their mathematical components and usage. It also assesses the time complexity, security in general, and weak points of these algorithms using the backdrop of current and future risks such as those posed by quantum computing. Quantum technologies produce great difficulties for original cryptographic systems, which leads to the need to create quantum-secure ones. The project discusses selected post-quantum cryptographic techniques like lattice based, code based, and hash based cryptographic technique and evaluates if these can provide security in post-quantum world. Furthermore, the importance of cryptographic algorithm used in various sectors like business finance, healthcare units, blockchain technology, and other security-based sectors are discussed including how it has revolutionized the field of secured communication systems. Consequently, the results highlighted the role of mathematical creativity in enhancing cryptographic defense, repairing the flaws, and preparing for the subsequent technology change. In this light, this project enriches the comprehension of the dynamics of utilizing cryptography in securing digital systems from theoretical research to implementation.

Business cycle sensitivity of Statutory Health Insurance: evidence from the Czech Republic

BackgroundThe Statutory Health Insurance scheme is one of two main schemes of health care system financing in Europe. This scheme mainly relies on wage-based contributions from employers and employees and is thus prone to business cycle fluctuations. This turned out to be a problem especially after the 2008 crisis. We estimate the magnitude of the effect of the business cycle on health insurance funds’ revenues in the Czech Republic where the health care system financing is based on the Statutory Health Insurance scheme. The relationship between the business cycle and healthcare system’s revenues has not been quantified to this date.MethodsWe use static and lagged regression models to estimate the impact of business cycle on health care system’s revenues. The business cycle is proxied by eight different indicators (nominal GDP, unemployment, industrial production, recession index, business cycle index, GDP gap, consumer price index and consumer expenditure). Using quarterly data from 2000–2017, we examine the effect of business cycle on total revenues and its two main components: the employer-employee contributions and state contributions.ResultsHealth insurance funds’ revenues display significant pro-cyclicality, which is mainly driven by employer-employee contributions. Out of all eight business cycle indicators, nominal GDP has the largest effect. In particular, the model estimates that if quarter-over-quarter GDP increases by 1%, then quarter-over-quarter healthcare system’s revenues increase by 0.7% and quarter-over-quarter employer-employee contributions increase by 1.1%. The lagged effect of business cycle on healthcare system’s revenues is smaller in magnitude. State contributions on behalf of economically inactive people do not display a significant relationship with business cycle in the static nor lagged model. The effect is consistent across different business cycle indicators, although the magnitudes of the effect vary.ConclusionThe results show large pro-cyclicality in healthcare system’s revenues in Statutory Health Insurance schemes. Counter-cyclical mechanisms are needed to offset this loss of revenues during economic downturns to ensure sufficient resources in healthcare.

Evaluating Plastic Surgery Resident Satisfaction Globally: Predictors and Recommendations for Training Enhancement.

Measures of quality in resident training in plastic and reconstructive surgery (PRS) programs are scarce and often methodologically inconsistent. Our research provides insights from current PRS trainees globally, mapping their training inputs, expected outputs, and recommendations for program improvements. A global online survey was conducted among PRS residents across 70 countries to gauge their satisfaction with residency training, capturing training inputs such as the number of surgeries attended and seminars they participated in. We also extracted residents' proposed recommendations for program improvement. We investigated the explanatory role of training inputs, demographics, hospital characteristics, and country income on resident satisfaction and graduate competence. The analysis incorporated data from 518 PRS residents. On average, residents attended 9.8 surgeries and 1.3 seminars per week. Simultaneously, there was a positive correlation between the perceived level of professional competency and training inputs, particularly seminars attended (p - value = 0.001). Male residents tended to report higher satisfaction (p - value = 0.045) with their training (67%) compared with their female counterparts (58%), while those with family responsibilities also demonstrated slightly higher satisfaction levels. Our analysis expands the evidence base regarding a "global hunger" for more comprehensive seminar-based and hands-on surgical training. Resident recommendations on program improvement reveal the need to address gaps, particularly in aesthetic surgery training. The development of healthcare business models that allow for aesthetic procedures in training institutions is crucial in the promotion of aesthetic surgery training during residency. Policymakers, program directors, and stakeholders across the world can leverage these findings to formulate policies addressing the weaknesses of training programs. This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266 .

Serving Refugees, Rediscovering Medicine, and Recovering from Burnout.

In the wake of the Russian invasion of Ukraine in February 2022, I found myself struggling with debilitating professional burnout as a physician assistant (PA) in emergency medicine. Despite initial fears and uncertainties, I chose to volunteer at a refugee center in Wroclaw, Poland, where I provided medical care to Ukrainian war victims. This experience proved to be a transformative journey, reigniting my passion for patient-centered care and addressing my burnout. Establishing a profound connection between medical care and humanity reminded me of the reasons I entered the medical profession. Practicing medicine in a refugee center, free from the constraints of the healthcare business model, allowed me to reconnect with the core values of my profession. This experience underscored the therapeutic potential of volunteering as a means to combat professional burnout and fostered a renewed commitment to patient care upon my return home. In an era where clinician burnout is increasingly prevalent, this narrative explores the importance of rekindling one's passion for medicine by returning to its fundamental purpose: compassionate, patient-centered care.

Exploring the influence of patient testimonials on healthcare services: a social identity theory perspective

Purpose This study aims to explore and understand the role of word-of-mouth (WOM), including electronic WOM (e-WOM), in healthcare services through social identity theory. Design/methodology/approach A qualitative approach was adopted based on semi-structured interviews with patients in healthcare units. In total, 36 interviews were conducted between March and April 2022. The interviews were transcribed following the principles of thematic saturation and analysed using the software NVivo 12.0. Findings The findings were divided into two domains: pre- and post-consumption. During pre-consumption, e-WOM influenced the creation of the hospital’s brand image, which affected the patients’ expectations before their visit. During post-consumption, the patients can generate e-WOM, and its valence represents their overall experience. Practical implications Strategic attention to customer-centricity and skilful use of e-WOM is essential in the healthcare business. By incorporating these strategies into a strategic framework, healthcare organisations can successfully enhance their brand image, foster patient loyalty and consequently gain a competitive advantage in the industry. Originality/value This study is distinctive for thoroughly investigating e-WOM in healthcare, exploring both the pre-and post-service consumption phases through qualitative analysis. This study adopts a relatively novel approach by applying social identity theory within the healthcare context to explore patient affiliation with healthcare brands and institutions.

Cybersecurity Threats in Healthcare IT: Challenges, Risks, and Mitigation Strategies

The healthcare industry's reliance on digital technology to improve patient care, operations, and performance has exposed it to cybersecurity threats. The extensive capture, storage, and transmission of confidential data by healthcare institutions has led to a significant prevalence of cyber-attacks. The intersection of healthcare and information technology presents considerable challenges, with patient privacy, the security of medical devices, and the continuity of essential healthcare services all at risk. This study offers a contemporary contextual analysis of IT cybersecurity concerns within the healthcare sector. It employs a systematic methodology to delineate critical risk factors and threats, the strategies they might utilize to attain their compromise aims, and the repercussions they may impose on healthcare delivery. It also explores the measures and guidelines to address this risk. The study highlights the existence of many threats experienced by healthcare organizations, such as data theft and leakage, ransomware, cyber-attacks in different forms, and contaminated medical equipment. One prominent example is the WannaCry attack on the United Kingdom's National Health Service in 2017. According to the survey, there is a severe scarcity of qualified personnel in healthcare organizations who can defend against cyber threats effectively and efficiently, underscoring the urgent need for skilled professionals in cybersecurity. This analysis also discusses various considerations concerning achieving high availability and protecting data in healthcare businesses. It examines how emerging applications like IoMT enhance the quality of medical services for patients and the security challenges these devices pose. The report evaluates the sufficiency of existing regulatory guidelines in addressing emerging dangers, including HIPAA vulnerabilities. The current definitive framework underscores the critical importance of enhancing cybersecurity within healthcare IT. It elucidates optimal strategies for mitigating cyber hazards by promoting technological prevention, staff training, and adherence to organizational policies. The work emphasizes the necessity for ongoing research, the establishment of collaboration between medical professionals and IT security experts, and the formulation of effective strategies to protect patient information and ensure the continuity of healthcare delivery in the face of increasing cyber-attack threats in digitalization.

Building and Scaling a Platform Business in Healthcare

Building and Scaling a Platform Business in Healthcare

Explore the Relationship between Personality (e.g. Big Five Personality Traits) and Job Performance, Leadership or Career Success

This study deals with how personality traits, including conscientiousness, extraversion, and emotional stability, play a role in job performance, leadership effectiveness, and career success. The methodology has been the carefully designed survey of employees from various sectors in Punjab, Pakistan, including professionals at different stages of their careers and leaders. All types of professionals were well represented through drawing the population from education, healthcare business, and government sectors. The stratified random sampling method was employed to generate a sample size that would ensure enough representation from each of the subgroups, which are divided by the job role, industry, and experience. The gathered data were subjected to an analysis using various statistical tools, such as regression analysis, t-tests, and ANOVA. Conscientiousness in relation to job performance was examined via regression analysis. Leadership efficacy between extraverts and non-extraverts was measured using the t-tests. ANOVA was employed to examine the differences in career success among individuals exhibiting varying levels of emotional stability. Ethical considerations were meticulously adhered to, guaranteeing participant consent, privacy, and the right to withdraw at any stage of the study. The findings indicated that conscientiousness served as a positive predictor of job performance, while extraversion was correlated with enhanced leadership effectiveness, and emotional stability was significantly related to career success. These findings stress the relevance of personality traits in shaping professional results. The results indicate that personality assessments should be integrated into recruitment, leadership development, and career counseling practices.

Innovation in healthcare business methods: A comparative patent analysis

Intellectual property (IP) systems in contemporary knowledge-based societies foster sustainable economic development and incentivize innovative enterprises. The landscape of business method patents based on computer-related inventions in Brazil's health sector is examined, focusing on innovations intertwined with information and communication technology (ICT) for administrative, commercial, financial, and managerial functions. Using Questel's Orbit Intelligence software, 181 Brazilian patent families were mapped and analyzed and compared to 6609 global patents to elucidate Brazil's position in the global innovation ecosystem. Findings reveal that Brazil accounts for only 2.7 % of global patents (15th global position) in this domain, underscoring significant untapped potential. Philips and CareFusion are identified as leading innovators, highlighting a disparity between the innovation capacities of global and Brazilian entities. The research exposes a need for collaboration and knowledge flow among Brazilian assignees, contrasting with the dense network of global interactions. The technological domains predominantly include ICT methods for management, reflecting an emphasis on optimizing healthcare operations. The study concludes with strategic recommendations to enhance Brazil's regulatory framework, bolster university-industry collaborations, and leverage global innovations to improve healthcare delivery and national competitiveness. These insights contribute to understanding the dynamics of technological innovation in emerging economies and propose pathways to transition Brazil from a technology consumer to a global innovator.

Leveraging Industry 4.0 for marketing strategies in the medical device industry of emerging economies

This research investigates the impact of the technologies through an integrated Fuzzy Analytic Hierarchy Process (F-AHP) and VIKOR model to determine their viability as a marketing strategy for business growth in the Prosthetics and Orthotics (P&O) medical device industry. Based on expert data, the study evaluates the integration of Industry 4.0 technologies and ranks them by priority for marketing performance: “Artificial Intelligence & Machine Learning” (0.3295), “Internet of Things” (0.4325), “Virtual Reality & Augmented Reality” (0.5000), and “Big Data” (0.5704). The findings confirm that the proposed model effectively Leverage the industry 4.0 technologies to enhance marketing strategies, using Pakistan as a case study. This research serves as a blueprint for addressing the integration of next-generation marketing tools, technological advancements, and business growth challenges in the P&O industry. It contributes to the growing body of knowledge on the role of technology in improving healthcare marketing and business performance in emerging markets. Future research should explore the broader impact of Industry 4.0 technologies on healthcare marketing, focusing on strategic decision-making, efficient marketing resource allocation, and performance measurement to ensure sustained success in the P&O medical device sector. The study concludes that prioritizing Industry 4.0 technologies, however, limitations such as sample size, data collection constraints, and model complexity may Leverage the generalizability of the results. Future research should address these limitations by expanding the scope of expert involvement and exploring the application of this model in other emerging economies, to further validate the findings and assess the broader implications for healthcare marketing strategies globally.

The Frontier Exploration and Application Prospect of Data Science

In the era of information explosion, data floods in like a relentless tide, shaping peoples world every minute and second. Data science, the most prominent discipline of our time, wields unprecedented power to propel the development of industries across the board, serving as a bridge that connects the past with the future, granting insights into the present, and predicting trends. This article delves into the allure of data science, unveiling how it has become the key to unlocking the future world. Furthermore, this review explores in detail the core concepts, key technologies, and broad applications of data science. Through in-depth research on data acquisition, processing, analysis, and visualization, it reveals the innovative applications and significant impacts of data science in multiple fields such as business intelligence, healthcare, and financial technology. At the same time, the future trends and challenges of data science are prospectively analyzed, which provides a valuable reference for further promoting the research and practice in this field.

Optimizing RM Solutions for Small Business Health Care Benefits

Optimizing RM Solutions for Small Business Health Care Benefits

Expat patient's satisfaction of healthcare services in the UAE’s Private Hospitals

Patient satisfaction is the chief parameter for health care services. The UAE receives millions of visitors, tourist every year in addition to its expat resident’s population of around 88%. The increasing trend of multinational residents makes the necessity of a large number of private hospitals in the UAE. The Private hospitals face challenges in business perspective, economy and customer service. Providing quality healthcare services are mandatory by law and to sustain the healthcare business in the UAE. The patient experience in the hospital needs to be converted into patient satisfaction through providing quality of healthcare services. This study takes an insight of expat patients’ satisfaction to assess the characteristics of quality healthcare services in the UAE’s private hospitals.

Pandemic Exercises: Lessons for a New Era in Pandemic Preparedness.

We led the last large-scale exercise conducted by the Johns Hopkins Center for Health Security before the COVID-19 pandemic. Despite COVID-19, pandemic exercises are more necessary than ever to prevent the loss of hard-fought gains achieved during COVID-19, keep policymakers from assuming all pandemics will be like COVID-19, and encourage continued engagement from policymakers in strengthening health resilience rather than returning to a cycle of panic and neglect. Pandemic exercises can also advance new solutions necessary to effectively meet the challenge of a future pandemic. Over 2 decades, the Johns Hopkins Center for Health Security has developed and conducted 6 large-scale, high-level tabletop pandemic exercises. These exercises and others were designed to increase policy focus on the most critical needs in pandemic preparedness and heighten the urgency for making these changes in the near future. Pandemic experts and policymakers alike have highlighted the importance of exercises to ensure that all key actors involved in pandemic response-including the government, healthcare, public health, emergency response, and private business and industry sectors-understand both the best practices and policies to pursue before a pandemic and what to do once a pandemic occurs. These advance efforts can enhance planning, resource allocation, and coordination ahead of time and identify unique gaps and barriers. This commentary describes the approach we have developed to create and conduct such exercises and highlights key considerations that were important to successful outcomes.

COVID-19 and Health-care Business Continuity in Africa: Perceptions of Risks and Vulnerabilities by Mid-level Management Staff in a Tertiary Care Hospital.

The novel SARS-CoV-2 outbreak disrupted businesses globally and created fears in the general public and among health-care professionals. Almost universally, considerations about the coronavirus pandemic and its effects became priority in the daily operations of businesses, leaving hitherto pressing concerns in the back stage. Early in the pandemic, the management of University of Benin Teaching Hospital set up a Business Continuity Team which undertook an evaluation of the perceptions of mid-level hospital managers about their departments' and units' risks and vulnerabilities in the face of the ongoing pandemic. A modified International Labour Organization (ILO) risk profile self-assessment tool which focused on "people," "processes," "profits," and "partnerships" was used to assess mid-level managers' perceptions of their respective departments' and units' risks and vulnerabilities, consequent on the COVID-19 pandemic. Responses were obtained from heads of departments and units using an online survey. Final scores were divided into terciles (three equal groups) in respect of perceived risks and adverse outcomes of the COVID-19 pandemic. Scores in the lower tercile were grouped as low risk/vulnerability, the middle group of scores as medium risk/vulnerability, and scores in the upper tercile as high risk/vulnerability. Responses were obtained from 35 (49.3%) of the 71 clinical and nonclinical departments and units in the hospital. Fifteen of these (42.9%) were clinical. Nineteen (54.2%) departments were assessed to be at high risk/vulnerability, 9 (47.4%) of which were clinical. Twelve (34.3%) departments were assessed to be at medium risk/vulnerability - 4 (33.3%) of them, clinical. No department was assessed to be at low risk. The highest risk ratings were in the domains of "profits" and "partnerships:" 54 (84.4%) mid-level managers assessed their departments and units to be at high risk of the negative impacts of the coronavirus pandemic with respect to "profits" and 51 (79.7%) with respect to "partnerships." Mid-level managers in clinical and nonclinical departments and units assessed their departments and units to be at medium and high risk of the negative impacts of the COVID-19 pandemic, using the ILO's modified tool. Our findings enabled the management of the hospital and the Business Continuity Team to address the specific areas of concerns that were highlighted, develop contingency plans, and frame risk communication during the pandemic, with a view to fostering increased sense of safety in the workforce. This approach to risk assessment is repeatable, and we recommended it to other hospitals in Africa.

Food is Medicine National Summit: Transforming Health Care

Food is Medicine (FIM) interventions reflect the critical links between food security, nutrition security, health, and health equity, integrated into health care delivery. They comprise programs that provide nutritionally tailored food, free of charge or at a discount, to support disease management, disease prevention, or optimal health, linked to the health care system as part of a patient’s treatment plan. Such programs often prioritize health equity. On 26–27 April, 2023, Tufts University’s Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy and Food & Nutrition Innovation Institute held a 2-day National Food is Medicine Summit with leaders, practitioners, and individuals with diverse lived experiences in health care, research, government, advocacy, philanthropy, and the private sector to identify challenges and opportunities to sustainably incorporate FIM services into the health care system and at scale. This report of a meeting describes key themes of the Summit, based on presentations and discussions on momentum around FIM, incorporating FIM in health care, tradeoffs and unintended consequences of various FIM models, scaling of programs, financing and payment mechanisms, educating and engaging the health care workforce, and federal and state government actions and opportunities on FIM. Speakers highlighted examples of recent public and private sector actions on FIM and innovative cross-sector partnerships, including state Medicaid waivers, academic and philanthropic research initiatives, health care system screenings and interventions, and collaborations including community-based organizations and/or entities outside of the food and health care sectors. Challenges and opportunities to broader implementation and scaling of FIM programs identified include incorporating FIM into health care business models, educating the health care workforce, and sustainably scaling FIM programs while leveraging the local connections of community-based organizations. This meeting report highlights recent advances, best practices, challenges, and opportunities discussed at the National Summit to inform future actions on FIM.

A-177 Using the Building Research Establishment Environmental Assessment Method to maximise the Environmental Social Governance benefits of building a pathology hub laboratory

Abstract Background Organisations focusing on Environmental Social Governance (ESG) factors do not just benefit society and the planet, they also enjoy better performance across key profitability metrics, driven by higher growth and productivity, lower operational costs and enhanced return on investment. SYNLAB’s new Synnovis Pathology Hub, built in partnership with the National Health Service (NHS), is a high-tech purpose-built laboratory building with construction completing in Spring 2024. It will serve more than 1.7 million people in the southeast London region delivering both routine and special diagnostics in support of a 15-year NHS pathology contract. The redevelopment of the site presented an opportunity to closely align SYNLAB company strategy with the delivery of its ESG ambitions, as well as achieve financial and operational sustainability. Methods BREEAM (Building Research Establishment Environmental Assessment Method) is a standardised framework within which SYNLAB could collaborate with the building landlord and Hub delivery partners. BREEAM assessment categories are: energy, land use and ecology, water, health and wellbeing, pollution, transport, materials, waste and management. Applying the intent of SYNLAB’s ESG strategy to the hub build programme, setting this expectation with stakeholders, and using BREEAM as a platform on which to track and report ESG benefits ensured ESG and related deliverables were high on the agenda to be captured and delivered. Results The hub is on track to achieve the BREEAM Excellent rating which means it will rank within the top 10% of commercial buildings in the UK in terms of ESG benefits. Contributors to this achievement include: Recycling over 85% of materials during construction, saving more than 500 tonnes of materials from going to waste; Incorporation of changing rooms and 56 cycle rack spaces to encourage healthy and sustainable travel, helping to keep London’s air clean and reduce CO2e emissions; An Energy Management System within the Building Management System providing detailed area by area analysis and control. Along with water metering per floor, this helps SYNLAB to understand usage and focus process improvements; An energy efficient air handling system, a key area of opportunity for laboratory energy efficiency; Conformity with EU Taxonomy for Sustainable Activities, for example by limiting the flow rate of water to prevent wastage; Reuse of materials within the building, for example by relocating seating, private call areas, glass walls; Reuse of materials externally through donations to charitable organisations, for example televisions and fridges were given to a local care home, improving the residents’ quality of life; Working with local schools and wider the community. Conclusions Incorporating BREEAM ESG criteria from the early stages of planning in construction projects provide a higher likelihood of stakeholder buy-in, adoption and delivery. Pathology networks are considered key in delivering the national ambitions set out within the Long-Term Plan for the NHS and there is increased government and social pressure driving healthcare businesses to adopt ESG. There is the opportunity within Pathology networking and Pathology new builds to harness these benefits from the outset and lay the long term foundations for ESG within healthcare for future sustainability.

Challenges of entrepreneurship in nursing: A narrative review

With the expansion of the global healthcare business market, nursing entrepreneurship is also expected to grow. The concept of entrepreneurship in nursing is linked to personal and professional attributes such as independence, flexibility, creativity, confidence, and responsibility. The challenges of entrepreneurship in nursing are categorized into three main areas: traditional nursing education perspectives, individual factors, and lack of support. The first challenge, traditional nursing education, includes subcategories like the absence of student start-ups, the lack of entrepreneurial content in nursing curricula, entrepreneurial knowledge among nursing educators, and the non-practical nature of nursing research in entrepreneurship. The second challenge involves individual factors, which include risk aversion, low self-belief, resistance to change, lack of knowledge, conflicting ideas, and lack of perseverance. It's important to note that perseverance is vital to overcoming these challenges. The third challenge is the lack of social support for nursing entrepreneurship, which includes subcategories like job burnout and unprofessional behavior from peers. Based on the results of this study, nursing curricula must be reviewed, with greater emphasis placed on entrepreneurship during postgraduate education. Increasing entrepreneurial knowledge and skills among nurses can enhance problem-solving abilities and risk-taking in nursing. This, in turn, can increase motivation and job satisfaction in nursing.

The Impact of Digital Innovation on Economic Growth in Nigeria

In view of this research, we have examined the important impacts of digital innovation on the Nigerian economy, with a focus on the use of information and communication technology (ICT) in the country. In especially in the rural areas, the National Policy on Information and Communication Technology has been crucial in restoring the health of technological platforms like power and broadband networks. One of the main initiatives is the promotion of legislative changes, with additional objectives aimed at helping companies and enterprises and improving assistance for new comers. Business sectors, including agriculture, production, healthcare, and finance, have felt the effects of digital transformations, which have led to Furthermore, the article analyses the role of social connectivity, the digital divide, and the development of communities. Benefiting from a young and technologically literate population in Nigeria, the growth of the technology sector has led to significant employment opportunities. The growth of the technology sector has resulted in significant employment opportunities. However, there are still challenges that remain unsolved, and this article proposes comprehensive solutions to address these concerns, including educational programmes, public awareness campaigns, and financial vestments. We utilized relevant published data (2004–2014) from diverse, reliable databases. This review has examines the potential of digitization to propel economic growth in Nigeria. Findings suggest that it’s crucial for the government, private sector, and non-profit organisations to foster a mutually beneficial partnership to ensure the equitable distribution of these benefits throughout the country. Ensure that the benefits of digitization are distributed equally throughout the country. Keywords: Digital Innovation, Economic Growth, ICT Integration, Entrepreneurship, Startup Ecosystem, Social Connectivity, Nigeria.

Marketing Activities as a Factor of Health Facility Stability

Background. Marketing is one of the most difficult tasks in the healthcare business, because it requires a deep understanding of both the specifics of medical services and consumer expectations. Marketing strat-egies should be carefully planned and adapted to the unique characteristics of the industry, as consumers expect to receive a wide range of high-quality medical services. The specifics of the healthcare sector and the ethical, legal, and operational issues hinder the use of marketing tools. At the same time, successful medical marketing depends on the use of advanced tools and the constant monitoring of their effectiveness. Purpose. To consider the main factors of marketing strategy and plan development in healthcare and to offer practical recommendations for successfully promoting medical services.Materials and methods. The authors used general scientific research methods. The data from scientific peer-reviewed journals and analytical reports were synthesized and analyzed. The research materials on the management and development of marketing activities in healthcare organizations and the impact of market-ing activities on the effectiveness, stability, and sustainability of the subjects of the medical services market were analyzed.Results. The marketing of medical services includes a wide range of advanced tools and practices that con-stantly require attention and performance monitoring. Healthcare is an extremely complicated industry with features directly related to the development of effective marketing strategy and plan.