Medical Services Market Research Articles

The role of Ukrainian healthcare in the global market of medical services: growth factors in the context of globalization

Background. Post-war recovery in Ukraine necessitates rapid economic and social development, including in the healthcare sector. The quality of life and active participation in society are highly dependent on robust health, especially for citizens affected by physical and psychological trauma due to the russian aggression. Purpose – to explore the potential for exporting medical services from Ukraine and attracting international patients. Materials and Methods. Review of the literature on the development of global medical services and healthcare markets; analysis of statistical data on the state and capabilities of Ukraine’s healthcare sector; study of best practices from other countries in the field of medical tourism; assessment of economic indicators and their correlation with the growth of international medical services. Results. The study reveals that Ukraine has significant potential to develop its international medical services sector. This potential is driven by the high qualifications of Ukrainian doctors, the relatively low cost of medical services, and the availability of advanced medical technologies in some hospitals. Promoting international medical services can attract foreign investment, enhance the quality of healthcare, and generate substantial economic benefits. The influx of international patients would generate export revenues, contributing to the state budget and balancing the national payment system. However, challenges such as infrastructure improvements, international accreditation, and effective marketing need to be addressed to fully realize this potential. Conclusions. Developing international medical services in Ukraine can significantly enhance the national economy and healthcare system. Strategic focus on this sector can yield benefits like improved healthcare quality, increased foreign investment, and significant economic returns. Addressing challenges and leveraging the country’s strengths in healthcare are essential for success.

Approaches to the strategic management of the development of medical treatment facilities

The article examines the main approaches to the strategic management of the development of medical treatment facilities and determines that the modern health care system needs comprehensive strategic measures that will contribute to increasing the effectiveness of the management of the strategic development of medical facilities. The market of medical institutions is an important component in the structure of the market of medical services, evidence of this is the intensive development and expansion of not only medical, but also cosmetic services, improving their quality and level of service. Therefore, there is an urgent need to determine the essence of managing the strategic development of medical institutions. The main achievements of foreign and domestic science in the medical field, the strategic planning of its development and the application of the principles of strategic management of medical institutions became the theoretical and methodological basis of the research. The formation and development of strategic management is an important part of corporate management not only of a manufacturing enterprise, but also of health care institutions as a whole. Without effective medical care, citizens are not interested in solving secondary problems, because the issue of preserving and maintaining health always comes first. With the spread of market development priorities, the management of medical institutions is gaining importance. The study analyzes different approaches to strategic management, such as innovation management, resource management, implementation of digital technologies and patient orientation. Special attention is paid to practical aspects of strategy implementation, including assessment of the external and internal environment, development of strategic plans, optimization of operations and risk management. The research results are intended to suggest ways to increase the competitiveness of medical institutions and the quality of the services provided by them, which will contribute to their sustainable development in the conditions of modern challenges in the field of health care.

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.

Аналитическая оценка правового регулирования реализации профессиональных услуг средними медицинскими работниками в качестве дополнительного дохода.

In the Russian Federation, the practice of providing medical services at home by specialists with secondary medical education has developed. Despite the fact that there are currently no direct restrictions on entrepreneurial activity in the Russian Federation, the existing legal framework for the sale of professional services by secondary medical workers contains a number of lacunae that contribute to the development of the shadow economy of healthcare. According to expert estimates, the revenues of the shadow market of medical services in 2023 amounted to 215 billion in real terms. At the same time, services provided to patients outside the framework of the legislation of the Russian Federation may be of poor quality due to non-compliance by performers with standards of medical care, failure to comply with sanitary and epidemiological norms and rules, and lack of control by inspection bodies. The purpose of the study is to use international experience to conduct an analytical assessment of the legal regulation of the sale of professional services by secondary medical professionals as an additional income. Methods and materials. The study analyzed the legislation of six countries: the Russian Federation, the Republic of Kazakhstan, the Republic of Uzbekistan, the Federal Republic of Germany, the French Republic and the Kingdom of Belgium on the provision of paid medical services by specialists with secondary medical education. Results. One of the reasons for the growth of the shadow sector, it seems possible to highlight the problem of excessive legal regulation of the commercial activities of nursing staff. In the Russian Federation, the provision of «nursing» medical services refers to licensed activities. At the same time, the development of current legislation on «self-employment» with the addition of «services of secondary medical personnel» to the list of activities will allow legalizing part of the shadow sector of medical services. According to the above comparative legal analysis, nurses in Uzbekistan, Germany, France and Belgium can work in the statuses of «selfemployed», «Freiberufler», «Entreprise individuelle» and «self-employed», respectively. Each of the statuses allows specialists with secondary professional medical education to provide their services within the legal framework, conclude contracts with patients and maintain medical records without excessive licensing rules, which are presented in the Russian Federation or the Republic of Kazakhstan. Conclusion. Thus, both according to expert estimates and according to the results of a comparative legal study, in order to reduce the size of the shadow sector of medical services, in particular, to legalize the provision of nursing care «at home», it seems rational to add the services of specialists with secondary medical education to the list of activities provided by the self-employed in accordance with Federal Law «On conducting an experiment to establish a special tax regime «Tax on professional income».

Prospects for implementing genetic sequencing technologies in healthcare

The article presents the results of a study of the prospects for the development and introduction of genetic sequencing technologies into the practice of healthcare in the Russian Federation. The research is carried out within the framework of the strategic directions of scientific and technical development of the Russian Federation, outlined in the Decree of the President of the Russian Federation, as well as within the framework of the development of end-to-end technologies, which are specified in the Concept of Technological Development of the Russian Federation until 2030. The use of genetic technologies opens up wide opportunities in various fields of medicine and makes it possible to implement the principles of personalization, personification, and predictivity of healthcare aimed at improving the quality of medical care. The purpose of the study was to investigate the market of medical services for genetic sequencing to assess trends, prospects, and directions of its development. To conduct the study, theoretical research methods, i.e. the study of literary sources on the research problem, as well as empirical methods (questionnaires) were used. The authors developed a questionnaire examining the expectations of potential consumers of the market of innovative med ical technologies, including genetic sequencing technologies. A survey included 640 respondents living in the Russian Federation, the Republic of Kazakhstan, Belarus, etc. (a total of 13 states). The obtained data were subjected to quantitative and qualitative processing of the material. The correlation between the age, gender of the respondents, the country of residence, the level of their education (secondary education, secondary vocational training, higher education), the field of their education (medical, pedagogi cal, engineering), and their attitudes to the prospects for the implementation of genetic health technology in the coming decades has been studied. The data obtained make it possible to study the characteristics of the target audience, which is expected to reach the peak of fertility by the time of the globalization of genetic engineering, and build a model of the future consumer of medical services of genetic sequencing. The study al lowed exploring the potential of the market for medical services of genetic sequencing. The data obtained make it possible to develop methodological approaches for studying the requests and technologies for generating demand from consumers of these medical services living in Russia, the countries of the Commonwealth of Independent States, and members of BRICS.

ВЛИЯНИЕ ПОЛИТИКО-ЭКОНОМИЧЕСКОЙ ТУРБУЛЕНТНОСТИ НА РАЗВИТИЕ РЕГИОНАЛЬНЫХ РЫНКОВ МЕДИЦИНСКИХ УСЛУГ

The article is devoted to the study of the peculiarities of the development of the medical services market in the Russian Federation in conditions of increased environmental factors, which requires not only individualization of approaches to each of the participants, but also clarification of theoretical provisions that generate variability in the process of further ensuring the effective functioning of the medical services market. The regional aspect in the process of functioning of the medical services market in the Russian Federation becomes an additional factor of accounting. The purpose of this article is to study the established practice of providing medical services to the population of the country, depending on both external influences, government regulation measures, and the development of related industries. As part of the study, the essential provisions of the functioning of the medical services market in Russia were studied, the main participants in the medical services market were identified, and solutions were proposed to optimize the process of providing medical services in new economic conditions for Russia. The study shows that new challenges bring not only threats, but also opportunities. However, in order to effectively use such opportunities, it is necessary to increase the systemic understanding of the role of the state in the formation and development of the medical services market at the regional level.

Pricing in the medical sector: Theoretical foundations and practical aspects

Pricing is one of the components of ensuring competitive conditions in the market: it has its own specificity in the healthcare market, which is characterized by various forms of operation of enterprises, access to goods and services. The purpose of the study was to investigate the methods and approaches to this process in Ukraine, taking into account the peculiarities of the country’s development related to the full-scale invasion of the Russian Federation. The methods used in the study were formal and legal (to form logical links between individual regulatory documents) and comparison (to assess the specifics of pricing in the medical sector in different countries). The study assessed the pricing process as such and described the factors that influence it in practice in general and in the medical sector. It was also concluded that understanding the role of this process for both the state and potential clients is important, as it affects economic stability, quality of medical services, social justice. Particular attention was paid to such approaches as “cost+markup” and “market-based”. Based on the models built in this paper, it was concluded that these approaches should be used in symbiosis (to focus on both market conditions and the company’s goals for forming a margin). Attention was also paid to the Value-Based Pricing approach: it was concluded that it is inherently different from the other two approaches, as it requires much more complex estimates, since it is based on the expected utility of the created product. The study also highlighted the problem of non-transparent pricing as one of the main ones that prevents the formation of effective market conditions. The results obtained in the study can be used both to formulate public policy and to create strategies for individual companies in the Ukrainian market of medical goods and services

Patients' satisfaction as the main indicator of evaluation of the activity of Medical Organizations

In terms of economic activities, employment, development of new technologies, health care is one of the most important sectors both in the world and in Georgia. In order to achieve success in the medical services market, constant attention to the quality of medical services is essential, which makes the medical institution a market leader and a sought-after institution. In order to ensure, manage and improve the quality of healthcare services, it is necessary to continuously involve management, medical staff, patients and their relatives in the improvement of medical services, which should be part of the marketing strategy. Quality medical service is important for the patient; Their perception of the quality of medical services is subjective; Therefore, it is advisable to continuously focus on patient satisfaction research. In advanced countries, much attention is paid to the evaluation of the activities of medical organizations. This is due to the constantly changing innovative technologies of providing medical services and their cost increase. Complications of technology lead to increased risks for patients; It should be noted that, on the one hand, there is experience in the evaluation and accreditation of healthcare organizations (JCI), and on the other hand, developed countries use certain indicators to evaluate medical institutions. In addition, the World Health Organization (WHO) has developed a list of recommended indicators and an evaluation method for evaluating and comparing hospital performance. The article discusses quality assurance of healthcare services, foreign experience, indicators for evaluating the activities of medical organizations, online survey of patients' satisfaction with inpatient services in Georgian clinics.

Formation of an effective management team in a Russian medical organization

In today’s unstable business environment, there is active development in the medical services market. Competition, as one of the main features of market relations, has a significant impact on medical organizations. The healthcare market has its specific characteristics, as the outcomes of medical organizations’ activities include not only economic but also certain medical effects. The state, in turn, engages in creating and maintaining a competitive environment in the medical services sector through the enforcement of antitrust legislation. Consequently, the management of the organization needs to constantly monitor and maintain competitiveness in the healthcare market to ensure its development and successful functioning. The managerial team of a medical organization plays a crucial role in accomplishing this task. This article explores the problem of forming an effective management team that, despite changes in external environmental factors and the internal state of the medical organization, organizes the work of the team aimed at the successful implementation of both general and key competencies of the organization and its individual specialists, thereby enhancing the competitiveness and stability of the organization in its market segments. Methodological approaches to forming an effective management team are presented. Field research on the stages and results of forming a management team in a Russian medical organization is provided. Directions and recommendations for forming an effective management team are developed. The conclusion emphasizes the necessity of using technologies for forming an effective management team in the practice of Russian medical organizations.

Materiały do dziejów ustawodawstwa medycznego i aptekarskiego we wczesnonowożytnym Elblągu (cz. 1): siedemnastowieczna Ordinantz, Der Herren Medicorum, Apothecker, Barbierer

Primary Sources to the History of Medical and Pharmaceutical Law in Early Modern Elbing/Elbląg (part I): the 17th century Ordinantz, Der Herren Medicorum, Apothecker, Barbierer Unlike in other large cities of Royal Prussia, i.e., Gdańsk/Danzig and Toruń/Thorn, the intra-city legislation regulating the local market for medical, surgical, apothecary, and midwifery services in Elbląg/Elbing have been largely overlooked by scholars. Additionally, the history of healthcare and pharmacy organization in Elblag remains a little-explored topic in both Polish and foreign historiography. The article aims to analyse the hitherto unknown 17th c. ordinance for physicians, apothecaries, and barbers issued by the Elbląg city council, and provides the trustworthy primary text (scholarly edition) to researchers.

РЫНОК УСЛУГ МЕДИЦИНСКОГО И ЛЕЧЕБНО- ОЗДОРОВИТЕЛЬНОГО ТУРИЗМ В САНКТ-ПЕТЕРБУРГЕ: ИТОГИ 2023 ГОДА

The authors analyze the market for medical and health tourism in St. Petersburg. The results of the functioning of the market for medical and health tourism services for 2019-2023 are presented. The article provides data on the number of foreign tourists who visited St. Petersburg for medical purposes and data on the income received by medical institutions providing services to foreign tourists. Proposals are being formulated for the development of medical and health tourism in the city.

Forecasting Development of Medical Services Market in the Context of Model-Based Innovation Economy

The relevance of the article is due to the current stage of worldwide medical services development. The global nature of innovation development and digital technologies have affected all spheres of human activity, including medicine. On the other hand, the increasing role of social aspects in economic development forms new tasks in the development of healthcare. It should become of a better quality and more accessible. The paper used general scientific and special research methods. Among the special research methods, we used mathematical methods: statistical research, correlation and regression analysis. This article presents the results of forecasting the development of the medical services market in the Khorezm region of the Republic of Uzbekistan in the mid-term perspective. The mathematical model of forecasting the development of the medical services market took into account such factors as the number of private clinics, the number of employees of medical organizations, the real cost of medical services in constant prices, the number of operating hospital facilities, real total income per capita in constant prices of organizations, total income per capita in constant prices. Correlation analysis showed a high, stable relationship between the indicators. Regression analysis allowed to determine the forecast parameters of the market of medical services in the Khorezm region of the Republic of Uzbekistan. The reliability of calculations was checked by Student’s t-test and Durbin-Watson statistic test. Increasing the quality of life of the population in the region is the basis for increasing demand for quality health services and will lead to the growth of the private sector of health services.

REGULATORY LEGAL CONDITIONS FOR THE DEVELOPMENT OF PRIVATE MEDICAL ORGANIZATIONS

The article considers changes in the legal regulation of medical activities, which entered into force on September 1, 2023. New regulatory legal conditions for the development of medical organizations assume that medical organizations participating in the state guarantee program will have the right to provide paid services. Previously, the current procedure assumed that medical organizations providing services under the compulsory medical insurance could provide paid medical care on different conditions than provided for by the state guarantee program. Therefore, the development of private medicine and the problems facing private medical organizations in modern conditions are relevant and require discussion. The purpose of this work is to consider the regulatory legal conditions for the development of private medical organizations in the Russian Federation at the current stage. The conclusion is that today a lot of work is being carried out by the professional community responsible for approving the procedures for the provision of medical care and clinical recommendations, which should be guided by all medical organizations operating in the domestic market of medical services. The infrastructural provision of medicine should meet the needs of the population, ensure the provision of medical care in the specified volumes by type and form and be effective.

Marketing Strategy of Teaching Hospital: Challenges For Teaching Hospitals in Indonesia

The increasing demands of the community for quality and affordable health services make hospitals have to always try to survive amid increasing competition. This article is a systematic review where data is taken from online databases such as ProQuest, Wiley Online, JStore, ScienceDirect, Embase, Scopus, and local journals (Garuda Portal, Jurnal Promkes) using the keywords "Strategy", and "Hospital Marketing", "Marketing". The search engine obtained 6234 international journals and 6 local journals. Then again sorting by year (starting from 2012 and above), duplication, type of article (journal, not systematic review), and full article only, then the final result is 7 titles. The result of this literature review article may provide experiences for directing future investigations regarding the marketing strategy of a teaching hospital. Thus, the findings of this article could help governments, universities, health providers, and academia to concentrate their efforts and policies on the development of the current teaching hospital, especially using marketing tools. Directions for improving the healthcare systems should mainly focus on reducing diseases, disabilities, and mortality among the population; improving the quality and accessibility of healthcare; and developing a competitive market of innovative medical services. The creation of an effective healthcare system could lead to improving the quality of life. Hospital marketing is an important element in introducing the hospital to the wider community. It is necessary to combine and coordinate related elements so that marketing programs can be carried out as effectively as possible.

Proposals for Differentiating Remuneration for Patent Holders in the Context of Limiting their Exclusive Rights in Healthcare

The paper discusses current issues of legal response to unfair or ineffective actions of patent holders in the exercise of their exclusive rights in the field of healthcare. As a legal response tool in these circumstances, the author proposes not only to limit exclusive rights in accordance with the rules of Art. 1360, 1360.1 and 1362 of the Civil Code of the Russian Federation, but also differentiate the amount of remuneration (commensurate compensation) due to patent holders. It is proposed to reduce the amount of this remuneration (up to its zeroing) depending on the presence of factors of dishonesty of actions or inaction of patent holders that affected the availability on the Russian market of pharmaceutical and medical goods, works and services in which the corresponding objects of patent protection are used. The proposed differentiation, on the one hand, will stimulate patent holders to take more active steps aimed at ensuring the availability of relevant pharmaceutical and medical goods, works or services on the Russian market. On the other hand, in law enforcement practice, it will respond consistently and more effectively to unfair actions or inaction of rights holders, which led to problems with the availability of highly socially important goods in the healthcare sector. At the same time, it is noted that it is unfair to equalize all foreign patent holders associated with unfriendly countries and to zero the amount of their remuneration in the situations specified in paragraph. 2 clause 2 of the methodology approved by Decree of the Government of the Russian Federation dated October 18, 2021 No. 1767 (as amended on March 6, 2022).

On government regulation of the market of medical devices

Subject. This article discusses the expansion of the range of medical devices manufactured in Russia and import substitution in the healthcare sector. Objectives. The article aims to determine the subjects and objects of the market of medical devices and analyze the regulatory legal acts governing the circulation of medical devices in Russia. Methods. For the study, we used statistical and content analyses. Results. The article finds that the concepts of medical market, market of medical services, and market of medical devices are not clearly defined in Russian legislation, and many State and interstate standards for medical devices need to be updated. Conclusions. It is necessary to draft and adopt a Federal law On the Production and Circulation of Medical Devices in the Russian Federation, which, in particular, will regulate the issues of import substitution in the healthcare sector.

Young people's social representations about medical tourism: discriminant analysis

The article considers the category of «medical tourism» as one of the promising sectors of the socio-economic development of a particular country (whether developed or developing). It is noted that the industry is undergoing a number of significant changes under the influence of factors that have arisen over the past three years now. They are the coronavirus pandemic and the tension of the political situation in the country and in the world. Due to restrictions on entry and the rise in the cost of providing medical services, the industry is shifting demand both for medical services themselves and for the countries that are preferred. Undoubtedly, the medical tourism industry needs predictive analysis. Therefore, this study is aimed at building a predictive model, on the basis of which it is possible to assess the prospects for the development of medical tourism, based on the social perceptions and expectations of young people. In the course of the study, it was revealed that the medical tourism industry is studied within the framework of a number of concepts and methods: the theory of queuing, the theory of «gray» systems, the theory of gravity, the analysis of the data shell, the calculation of the Medical Tourism Index (BMI). At the same time, within the framework of the author's study, it is proposed to study the medical tourism industry using discriminant analysis, which makes it possible to identify from a variety of stereotypes those that most influence the prospects for the development of the industry, at the same time determining which ones belong to those young people who believe that industries have development prospects, and which — to those who believe that the prospects are very doubtful. In general, the analysis showed that Russian youth is more oriented towards the Russian market of medical services, and considers a trip abroad to be the prerogative of wealthy people who want to combine health improvement, treatment and recreation.

The role of employers in ensuring working conditions conducive to the health of medical workers

The article examines the normative, conceptual and ethical aspects of employers' responsibility for creating jobs that reduce risks and ensure the health of medical workers. An overview of the normative documentation of the World Health Organization and the International Labor Organization is presented, data reflecting the morbidity of health workers due to a weak degree of protection in the workplace are presented. It is concluded that the high degree of not formal, but real responsibility of the employer for ensuring working conditions conducive to the health of medical workers has a positive effect on their loyalty, reduces staff turnover, ensures the effectiveness and sustainability of the organization in the medical services market.

SCIENTIFIC-METHODICAL APPROACHES OF VALUE THEORY FOR MARKETING POSITIONING OF MEDICAL SERVICES

The purpose of the study is to clarify the definition of "medical service" from the point of view of the theory of value for the relevant emphasis on the defining characteristics of its quality, which will serve to increase the effectiveness of the marketing positioning of the services of medical institutions in market conditions. The article substantiates the author's position that it is appropriate to take the value theory methodology as the basis of marketing positioning in the market of medical services. Based on a value-oriented approach in management theory, as well as based on the essence and goals of marketing positioning as a tool for influencing consumer behaviour, the article analyses the key characteristics of marketing positioning strategies in relation to market offers of medical services. Priority in this positioning of quality issues is emphasized. Emphasis is placed on the fact that in the medical field the concept of quality has the most subjective dimension of all possible types of services in other areas of human activity, since the quality result from treatment depends not only on the qualification of the doctor and the perfection of treatment protocols, but also on the general state of health. I of a specific patient and his psychological state. Therefore, an important characteristic of the quality of medical services in their marketing positioning should be the quality of service. In the work, on the example of family medicine services, other characteristics of their quality are highlighted, the specificity of which affects their consumer value. It is emphasized that such differences must be taken into account and properly broadcast to the target audience for their positive perception.

ФАКТОРИ І УМОВИ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ СОЦІАЛЬНО-МЕДИЧНИХ ПОСЛУГ У РЕГІОНІ

In the conditions of the reform of the health care system of Ukraine and the increase in the number of private medical institutions, the problem of the competitiveness of medical services has actualized. Formation of the market of social and medical services contributes to the emergence of new relationships in the health care sphere. Increasing the competitiveness of social and medical services is directly related to the formation and development of human capital, which is provided by comprehensive and high-quality medical care servicing. Social and medical services are an absolute priority for preserving the consumer’s health and life, unlike other social services (education, sports, etc.), which the consumer can refuse from. Research of the list of social and medical services in a particular region, their types and functional purpose, establishing advantages and evaluating services is an urgent problem that needs to be solved. The purpose of the study is to determine the types and kinds of social and medical services, their functional purpose and competitiveness, to establish the advantages and evaluation of social and medical services, as well as to determine the main factors affecting the development of the competitive environment. As the theoretical and methodological basis of writing the article the authors used the legislation of Ukraine, the works of Ukrainian and foreign scientists, methods of analysis and synthesis, survey and comparison. In the article, based on the analysis of social and medical services provided by medical institutions in the region, a list of such services is defined as well as classified by types, kinds, functional purpose and other characteristics. On the example of the Hlyboka ECONOMICS AND MANAGEMENT OF ENTERPR ISES ACCORD ING TO TYPES OF BUSINESS ACTIVITY Issue II (90), 2023 23 territorial community, the advantages of individual business entities providing social and medical services were determined. Also, the quality of services of the Communal Non-profit Enterprise "Centre for Primary Medical and Sanitary Care of Hlyboka Rural United Territorial Community" was assessed. The main factors affecting the competitive environment were identified and the problems of competition development in the market of social and medical services in the region were highlighted. Creation of conditions for the formation of a competitive environment, establishment and development of the competitiveness of social and medical services is an effective tool for qualitative changes in the health care sphere.