Определение атрибутов потребительской ценности медицинских услуг

В работе предложен методический подход к определению атрибутов потребительской ценности медицинской услуги. Представлены результаты, полученные в рамках четырёх этапов исследования: контент-анализа тематических источников по сочетающимся словам, группировки и соотнесении атрибутов, а также глубинного интервью с экспертами из медицинской сферы. This investigation introduces a methodological approach which allows to define the attributes for medical services consumer value. The study concentrates on the primary need to determine the medical services consumer value. The proposed methodological approach to determine the attributes for medical services consumer value contains four stages, namely: 1) content analysis; 2) attributes grouping; 3) attributes systematization 4) detailed interview with experts. The content analysis of topical texts was conducted using the harmonious words found in contemporary Russian and foreign studies. More than 4000 various mentioned attributes for the medical service consumer value were analyzed. All attributes were then grouped by the type of consumers’ benefits and costs. The medical service consumer value attributes were arranged in accordance with the elements of 7P marketing mix. The frequency of the mentioned attributes for medical service consumer value was calculated based on the results of the content analysis and detailed interview with the experts from the medical sector. The results of the investigation are important for assessing the medical service consumer value.