Open AccessМАРКЕТИНГОВЕ ЗАБЕЗПЕЧЕННЯ СФЕРИ МЕДИЧНИХ ПОСЛУГ
Author(s) -
Svitlana Polkovnychenko,
Anastasia Shkulepina
Publication year - 2019
Publication title -
problemi ì perspektivi ekonomìki ta upravlìnnâ
Language(s) - English
Resource type - Journals
eISSN - 2519-4828
pISSN - 2411-5215
DOI - 10.25140/2411-5215-2019-4(20)-176-186
Subject(s) - marketing communication , business , service (business) , marketing , plan (archaeology) , process (computing) , institution , market segmentation , political science , computer science , geography , archaeology , law , operating system
The article discloses the main stages of marketing activity in the sphere of medical services, among which the important role is played by market analysis (microenvironment and macroenvironment), market segmentation, development of marketing mix, etc. The role of marketing communications, through which medical institutions bring to the consumer benefits from using the offered service, is studied. The basic tools of the marketing communications complex are highlighted. Online and offline communication channels of the medical institutions are studied. The process of planning the communications complex is considered. The recommendations for the preparation of the media plan of the medical institution are substantiated